Generic wire services distribute your news to a wide variety of websites that will publish your release verbatim. You’ll receive many hits due to their huge content syndication networks. Basically, what you will get is a bunch of copies of your press release on the web.
Some of these generic wire services have been around forever, are well respected, costly, and produce great reports for clients. And for public corporations they are a legal must. But for reaching the trade media efficiently, there is no other way than sending the press releases directly to the editors that requested them.
Therefore, start building your own media list, retain a PR agency (especially useful for ongoing media relations) or use a specialized PR distribution service such as B3C newswire.
This is the last post of this series. I hope they have been helpful. Please feel free to comment by clicking the comment buttons of the posts or get in touch with me directly if you have any questions.
The traditional term “press release” implies the target group, namely the print and online media. The editor or publisher has the final say of what is published. However, the term press release is more and more being replaced by the term news release. Why?
According to PRWeb, with online news releases companies don’t have to send releases only when something significant has happened or will happen, and only to journalists. They can appeal directly to the end user and the buyers. This means that news releases can be used as a marketing tool.
This is a big commercial opportunity for the generic wire services and online PR distribution companies.
News that editors usually would classify as inappropriate for publishing can now easily produce hits in the Internet. Thousands of websites will publish such releases verbatim – thanks to news syndication. The monitoring reports show every place the release has run, including top news sites – excellent for showing to clients! If people are searching the Web for your exact subject, they’ll probably find the release. That’s the theory.
But this is not always the case. Searching the Web for specific keywords mentioned in a press release (and with keywords I don’t mean the company name) will produce many results but rarely the news release.
So every company has to decide for themselves if the B2C distribution model via syndication is useful for their business.
In the next post:
How can all this help me increase media impact?
Generally, press releases in the print (trade) media appear 4-8 weeks and in the Web 1-10 days after PR distribution.
Generic Wires’ posting reports seduce by delivering a huge number of ‘results’
The measurement reports of generic wire services are available shortly after a press release has been transmitted. They provide data from a broad spectrum of syndicated network recipients. Accordingly, the reports display a huge number of results. However, many of these ‘clippings’ are worthless because
- Nobody sees them because they are posted on completely different domains (other than the media’s website) or on sub-domains dedicated for syndication. These websites have the same look as the media’s website but a different URL. Have a detailed look on your report!
- They are located on a hidden place on the media’s website and invisible to the website’s search functionality and
- Posting does not automatically mean pick up in newsletters and print magazines
In contrast to such posting reports, the clipping reports track what has really been published. Such clipping reports, for the trade media, still must be done manually. Naturally, they reveal fewer – but more meaningful results.
Currently, there is no service available that is able to provide a comprehensive tracking of the biopharmaceutical trade media. Unfortunately, the few that exist have only a mediocre reach.
In the next post:
Press release versus news release