Press Release Distribution: 4 Areas Where Even PR Pros Get Stuck
Distribution — By Marc HartyGetting stuck sucks. Maybe it’s a momentary indecision or something more deep-rooted. The outcome, or lack there of is the same regardless. To give you some background on how I identified the top 4 press release distribution stumbling blocks, they were culled from the following sources:
Source #1: client and consulting work
Source #2: information product research, development and sales feedback
Source #3: Speaking engagements
That gives you some insight on how I identified where individuals and companies alike are having the most resistance when it comes to press release distribution.
Stumbling Block #1: How often should you distribute online press releases?
Uh, more than once. You wouldn’t believe how many people do one release, expect the world to beat a path to their door and when that doesn’t happen, they get discouraged or give up. Like most marketing, press release distribution is an ongoing endeavor.
In my PR Traffic Press Release Optimization System, I review over a dozen distribution strategies from beginner to more advanced. A good and realistic strategy is a couple online press releases a month.
Stumbling Block #2: Press release distribution-free or paid?
Simply put, you get what you pay for. And time is money. Can I toss around any other clichés? I know publicity, by its very nature is free, yet in our tests with hundreds, even thousands of press releases, the amount invested, over time, gets your click cost down to less than 5 cents a click.
When you pay for press release distribution, you’ll find many of the free press release services and directories pick up your release anyway.
Perhaps most importantly, there is a pecking order with press release distribution providers. Google and other major search engines see paid wire service providers as more credible and rank them accordingly.
In fact, in a recent study, it showed that online press releases submitted via PR Newswire were four times more likely to be included in Wikipedia than other newswires.
That doesn’t mean you can’t succeed by sending out releases for free. And my team is always testing free providers, yet my advice is go the paid route.
Stumbling Block #3: Which web site is best for press release distribution?
There is no one be all, end all choice to accomplish everything you want. There are any number of choices based on your campaign’s goals and objectives. You can invest a lot and choose PRNewswire, Businesswire or Marketwire, and do a better job with reaching reporters. You can pay anywhere from $10 to $200 and reach customers directly as well as getting some SEO and search engine benefits.
Keeping informed on the latest developments with press release distribution websites can give you a competitive edge over your competition. That’s why I developed The PR Traffic Newswire Directory. It lists over 75 press releases and contains reviews and best practices. Here are a few highlights:
- Under $50: Webwire.com, PitchEngine.com
- $50-$100: PRleap.com, Webwire.com, 24-7pressrelease.com, send2press.com, PRweb.com
- $100 – $400: PRweb.com (enhanced with anchor text links), ereleases.com, Marketwire.com
- Over $400: Businesswire.com, PRnewswire.com
The directory comes as a free bonus with the PR Traffic Web PR Resource Guide. Check it out.
Stumbling Block #4: Does press release distribution via fax, email or snail mail still work?
Yes. It takes longer, but it still works, especially if you do some research on reporters that regularly cover your topic. What also works is calling reporters directly, either as a follow up to a release or before the release goes out, more of a “teaser.”
My good friend and business colleague Jeff Crilley has some great tips on how to approach a reporter over the phone and get them to call you back.
All in all, while there are lots of moving parts with press release distribution, the best approach is to break them into easy to digest steps or phases. The good news? You don’t have to be a technical wizard. In addition, press release distribution can be outsourced at a reasonable cost.
Check out MainTopicMedia.com, my corporate site for more information on optimized press release distribution services.
Story highlights:
- Time to review: 12 minutes
- Doable distribution: two times a month
- Paid press release distribution delivers superior ROI over free
- Fax, email/snail mail distribution still works
- Tutorials on submitting press releases: PR Traffic
- Action steps:
- Related Resources:PR Traffic Press newsire directory of over 75 press release sites (A free bonus when you buy the PR Traffic Web PR Resource Guide )
- Great free publicity tips from ex-reporter Jeff Crilley
9 Comments
A good survey of the landscape, Marc. I was discussing distribution channels with a client this morning, am sending him a link to this article. Most people seem to understand that paid services get better results, but some get sticker shock when they see $200 – $400 prices for distribution.
But when you stack up costs and benefits of online releases with other marketing channels, the cost doesn’t look bad at all. That’s why I keep seeing a shift in marketing dollars from old stand-bys – such as Yellow Pages – to online media.
A good survey of the landscape, Marc. I was discussing distribution channels with a client this morning, am sending him a link to this article. Most people seem to understand that paid services get better results, but some get sticker shock when they see $200 – $400 prices for distribution.
But when you stack up costs and benefits of online releases with other marketing channels, the cost doesn’t look bad at all. That’s why I keep seeing a shift in marketing dollars from old stand-bys – such as Yellow Pages – to online media.
Jim,
You make some valid points. One way to overcome the price resistance is to talk enhanced benefits or perhaps vary the amount invested from release to release. So, maybe press release #1 is $200 but press release #2 is under $50.
Lets continue to share notes as we test different newswires. I’ll be curious what results you and your clients experience.
Jim,
You make some valid points. One way to overcome the price resistance is to talk enhanced benefits or perhaps vary the amount invested from release to release. So, maybe press release #1 is $200 but press release #2 is under $50.
Lets continue to share notes as we test different newswires. I’ll be curious what results you and your clients experience.
You make some valid points. One way to overcome the price resistance is to talk enhanced benefits or perhaps vary the amount invested from release to release.
One way to overcome the price resistance is to talk enhanced benefits or perhaps vary the amount invested from release to release
It is really important. PR is a beautiful thing – I have written before about how to deal with the press I am a regular reader Marc harty Tape Marketing blog.
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