Getting your message in front of the correct audience may make all the difference in a world where attention is the ultimate currency. That’s where press release distribution comes in.

It’s an effective public relations tool for companies and businesses trying to develop their brands, advertise their goods and services, share their story and improve their share of voice.

But press release distribution is more than just a way to get noticed. It is a tried-and-true tactic that has changed along with the media landscape from the earliest telegraph era to the hyperconnected digital era of today.

Using press release distribution helps you spread your news faster than posting on your company website. This way you get the most results from writing your press release.

Wondering if press releases still matter? If you agree that your reputation is key to your business growth and building brand trust through effective communication in a world of so much noise, then press releases still matter.

What is Press Release Distribution?

Press release distribution is the process of disseminating a press release to various media outlets and channels in order to reach a wide audience and generate publicity. 

A press release is an official statement or announcement issued by a company, organization, or individual to the media with the intention of sharing newsworthy information. 

It could be about a product launch, company update, event announcement, new partnership, or any other noteworthy development.

Benefits of press release distribution

Press release distribution services can offer several benefits to businesses and organizations looking to share their news or announcements with a broader audience. Some of the benefits of using press release distribution include:

  • Press release distribution improves brand visibility:
    Press release distribution helps you reach a wider audience and increase the visibility of your news or announcements.

 Distributing your press release to various media outlets and journalists, gives you a greater chance of getting your message noticed and covered by different publications, websites, and platforms. 

This exposure can significantly expand your reach and attract attention from a larger audience.

  • Press release distribution Improves SEO: Press releases distributed online can positively impact your search engine rankings and overall SEO efforts. 

When your press releases are published on reputable websites and news platforms, they create valuable backlinks to your website. 

These backlinks help improve your website’s authority and visibility in search engine results, making it easier for people to find your brand or organization online. 

  • Distributing press releases enhances your Credibility and boosts your Authority: Distributing press releases through trusted channels enhances your organization’s credibility and establishes you as an authority in your industry. 

When journalists and media outlets pick up your press release and share your news with their audiences, it serves as a third-party endorsement. 

This increased credibility can build trust among potential customers, investors, and stakeholders, positively influencing their perception of your brand or organization.

  • Press release distribution can drive an influx of local customers to your local store

For businesses with a physical presence, distributing press releases can effectively attract people to visit your store. 

 Whether it’s promoting a special event, unveiling a new product line, or offering exclusive discounts, a well-crafted press release can entice potential customers and drive them to visit your store, boosting sales and creating a buzz in the community. 

By monitoring the foot traffic and analyzing the impact of your press release, you can gauge its success and refine your marketing strategies for future campaigns, maximizing the potential of your physical location.

Creating a distribution strategy for press releases

Planning a press release distribution strategy is crucial to ensuring that your news reaches the right audience at the right time.

To assist you in creating a productive press release distribution strategy, let’s go through the following phases in detail;

  1. Identifying the target audience:
    The first stage in creating a distribution plan for news releases is determining the target audience. 

Are you aiming your marketing towards a certain sector, group of people, or area? Your message and delivery methods may be customized to efficiently reach your target audience once you’ve determined who they are.

Sending press releases to irrelevant media outlets or journalists who don’t cover your industry or niche can result in wasted efforts.

  1. Defining the key message:
    Your press release’s main message should be understandable to your target audience, brief, and relevant. Sending out press releases that lack compelling news or relevance can lead to them being ignored by journalists.

Focus on providing valuable and timely information that would genuinely interest journalists and their audiences.

The benefits of your news and the value it provides to your audience should be emphasized in your message.

  1. Choosing the right distribution channels:
    Sending press releases to irrelevant media outlets or journalists who don’t cover your industry or niche can result in wasted efforts. 

Selecting the right distribution channels for press releases is key to ensuring your message reaches your target audience effectively. 

Consider factors such as the nature of your news and the outlets your audience frequently engages with to choose the most suitable channels.

  1. Developing a timeline for distribution:
    For your press release to reach your audience at the appropriate moment, you must create a distribution schedule. To optimize the impact of your press release, create a calendar that includes pre-distribution preparations, distribution dates, and follow-up actions.

By developing a well-crafted strategy, you can increase the effectiveness of your press release distribution and achieve your desired outcomes.

Factors to consider when selecting a distribution service

When selecting a press release distribution service, the following are some important considerations to make:

  • Channels of Distribution:
    Choose a service that provides a variety of distribution avenues, such as social media platforms, online news sources, and sector-specific journals. You can be sure that your target audience will see your release if you do this.

  • Geographic Reach:
    If you are targeting a specific region or country, ensure that the distribution service covers that region. Some services may offer international distribution, while others may be more focused on specific countries or regions.

  • Targeting Capabilities:
    Check to see if the distribution service has target options like industry, topic, or audience. You may ensure that your release gets seen by those most likely to be interested in your news by taking this action.

  • Pricing:
    Compare the pricing plans of different distribution services and choose one that fits your budget. Some services may charge per release, while others may offer subscription plans.

  • Analytics:
    You should search for a distribution service that offers thorough analytics, such as the number of impressions, clicks, and social media shares. By doing so, you’ll be able to assess the effect of your release and plan future ones with greater knowledge.

By considering these factors and choosing a distribution service that aligns with your goals, you can effectively distribute your press release and maximize its impact.

Newswire Syndication Or Building Relationship With Journalists

When it comes to sharing your news and reaching a wider audience, organizations often face the decision between utilizing newswire syndication or building relationships with journalists.

Newswire Syndication

Newswire syndication involves leveraging distribution services to reach a wide audience quickly. It offers the advantage of broad reach, ensuring that your news reaches a diverse range of readers or viewers. 

Additionally, newswire syndication can provide convenience by centralizing the distribution process, saving time and effort compared to individual outreach. It can also enhance search engine visibility through backlinks and online distribution, contributing to improved SEO efforts.

Building Relationships with Journalists

Building relationships with journalists focuses on cultivating personalized connections and fostering mutual trust. By understanding the interests and beats of specific journalists or media outlets, you can tailor your media pitch  and news release to align with their preferences. 

To achieve a good amount of success with the approach, you will need to curate a list of media database or list of jounrnalists who cover news in your industry. This can considerably improve your ability to generate or amplify you earned media as you build relationship with journalists or media influencers in your industry.

Most PR professionals find it difficult to measure the impact of their earned media and how to scale what is working or reduce what is not working. For proper measurement of impact, you should invest time in your earned media measurement as this will help you improve your PR success.

This targeted approach increases the likelihood of your news being noticed and covered. Building relationships also allows for story customization, as ongoing engagement enables collaborative opportunities, providing additional context and exclusive insights. 

In summary, newswire syndication offers the advantages of wide reach, efficiency, and search engine visibility. On the other hand, building relationships with journalists provides a targeted approach, story customization, and long-term benefits. 

The choice between the two depends on factors such as the nature of your news, goals, resources, and the relationship you wish to establish with the media.

How To Write A Press Release For Maximum Distribution Reach

Crafting a press release involves several key elements. First, identify your target audience to tailor your message and distribution strategy. Develop a compelling headline and lead to grab attention and summarize the main message. 

Provide details, quotes, and background information to support the message. Use multimedia to enhance the visual appeal and impact. End with a strong call to action that encourages readers to take further action.

As an industry standard, most press releases are written between 350-500 words. However, your press release length should be determined only by you. Try not to repeat words and strive to capture your story effectively without saying too much or too little.

Follow standard formatting guidelines and proofread carefully. By doing so, your press release can enhance your organization’s visibility, reputation, and brand recognition.

Important elements of a press release

  • Headline: The press release’s essential point is summed up in a succinct, attention-grabbing title.

  • Dateline: The date and location from which the press release is issued.

  • Body: The main content of the press release, includes additional details, quotes, and background information that support the main message.

  • Boilerplate: A succinct summary of the company or organization, including its contact information, mission statement, and basic background. The boilerplate typically appears after each press release that the organization issues and is the same each time.

Tips for writing an effective press release

The following guidelines should be kept in mind when writing a press release:                                              

  1. Relevance: Make sure your press release addresses and is pertinent to the issues and interests of your target audience.

  2. Clarity: Avoid using technical jargon and use plain English to make sure that your message is clear and understandable.

  3. News value: Information in your press release should be timely, relevant, and important to the public and media.

  4. Headline: Write a catchy and attention-grabbing headline that summarizes the main message of the press release.

  5. Lead: Set the tone for the rest of the release with a succinct description of the core message in the opening paragraph.

  6. Body: Use the body of the press release to provide additional details, quotes, and background information that support the main message and provide context for the reader.

  7. Multimedia: Consider including images or videos to enhance the visual appeal and impact of your press release.

  8. Call-to-action: Your press release should conclude with a compelling call to action that motivates the reader to take additional action, such as visiting a website or attending an event.

How To Format Your Press Release

Formatting and style guidelines are important for ensuring that your press release looks professional and is easy to read. 

This involves adhering to accepted formatting conventions like using a visible font and adding contact information for your company, as well as using plain and concise language, and avoiding technical jargon or acronyms. Below is an example of a press release template.

Optimizing a Press Release for Distribution

Optimizing a press release for distribution involves several key steps;

  1. Craft a compelling headline.
  2. Develop a strong opening paragraph.
  3. Include relevant quotes.
  4. Provide supporting details and facts.
  5. Optimize press release formatting.
  6. Distribute through relevant channels.

These points focus on creating attention-grabbing content, ensuring clarity and credibility, and effectively distributing the press release to the right channels.

You can improve the chances that a press release will be picked up by journalists and distributed widely by optimizing it for dissemination.

How To Submit Press Release for Distribution

Write a compelling press release: Craft a well-written and concise press release that effectively communicates your news. Include a catchy headline, a strong opening paragraph summarizing the main points, and supporting details. 

Ensure that the release adheres to journalistic standards, is free of grammatical errors, and follows a clear structure.

Identify your target audience: Determine the specific audience you want to reach with your press release. 

This could include journalists, bloggers, industry publications, or specific demographic groups. Tailor your press release to resonate with their interests and needs.

Research distribution channels: Identify reputable press release distribution services or platforms that align with your target audience. 

Some popular options include NewswireJet, Business Wire, PRWeb, and Marketwired. 

Research their pricing, features, reach, and audience to select the best fit for your needs and budget.

Select a distribution plan: Choose an appropriate distribution plan based on your goals and budget. 

Distribution plans vary in terms of geographic reach, industry-specific targeting, media outlets included, and additional features like multimedia attachments or social media promotion. 

Consider the level of visibility you desire and select a plan that aligns with your objectives.

Format the press release for distribution: Ensure that your press release is properly formatted according to the guidelines provided by your chosen distribution service. 

Typically, this involves using a standard press release template, including your contact information, and structuring the content with clear headings, subheadings, and paragraphs.

Include multimedia assets (if applicable): If your news includes relevant images, videos, infographics, or other multimedia assets, gather them and ensure they meet the distribution service’s specifications. 

Attach them to your press release to enhance its visual appeal and potential for media coverage.

Submit the press release: Sign up for an account with your chosen distribution service and follow their submission process. 

This typically involves logging in, entering the necessary details about your press release, attaching any multimedia assets, selecting the distribution plan, and making the payment if required.

Review and approve the release: Before finalizing the submission, review your press release carefully to ensure accuracy, clarity, and adherence to any distribution service guidelines. 

Make any necessary edits or revisions and preview the release to see how it will appear to recipients.

Track and measure results: Once your press release is distributed, monitor its performance using any analytics or reporting tools provided by the distribution service.

Track media coverage, website traffic, social media engagement, and other relevant metrics to evaluate the impact of your press release.

Remember, the specific steps may vary depending on the distribution service you choose, so be sure to follow their instructions and guidelines throughout the process. 

Additionally, it’s always a good idea to tailor your press release to individual journalists or media outlets that you want to target directly, in addition to using distribution services, for a more personalized approach.

Measuring the Success of a Press Release Distribution Campaign

Finding key performance indicators (KPIs) is necessary to gauge the effectiveness of a press release distribution plan.

These KPIs includes:

  1. Media Impressions
  2. Website Traffic
  3. Social Media Engagement
  4. Conversion Rate
  5. Brand Mentions

These KPIs can be monitored using several tools and analytics to determine the campaign’s ROI and determine its effectiveness.

By regularly monitoring these metrics, you can make data-driven decisions to optimize your distribution strategy and improve the impact of future press releases.

Best 15 Press Release Distribution Services

Here are 15 popular press release distribution services and they are in no particular order:

  • NewswireJet
  • Business Wire
  • GlobeNewswire
  • PR Fire
  • PRWeb
  • Pressat
  • PRLog
  • Newswire
  • PR Underground
  • Linking news
  • 24-7 Press Release
  • eReleases
  • PR Newswire
  • Online PR Media
  • Presswire

Please be aware that the efficacy of these services may change depending on your unique demands and sector. It’s crucial to conduct adequate research and pick a provider that fits both your needs and your budget.


NewswireJet is a press release distribution service that helps businesses increase their online visibility and reach their target audience. Their press release services also include distribution to top-tier media outlets, including Yahoo! Finance and Associated Press, as well as social media promotion and SEO optimization.

They distribute press releases through various channels, including media outlets, social media platforms, and online news portals.

User reviews and ratings for NewswireJet are generally positive, with users praising their quick turnaround times and effective distribution.

Business Wire

Business Wire is a global news distribution service that offers press release distribution, regulatory filing dissemination, and multimedia distribution services for public and private companies.

Business Wire has received a range of user opinions; some users laud the service for its extensive distribution network and statistics, while others complain about the high price and lack of flexibility.


GlobeNewswire is a worldwide news distribution service that serves public and private companies, providing them with regulatory filing dissemination, press release distribution, and multimedia content distribution services.

The majority of customer opinions and ratings of GlobeNewswire are favorable, with many users complimenting the service for its user-friendliness and excellent distribution options.

PR Fire

PR Fire helps businesses and organizations effectively distribute their news and announcements to media outlets and online platforms. 

With PR Fire, users can create and submit press releases that are then distributed to a wide network of journalists, bloggers, and news aggregators. 

The platform offers features such as targeted distribution, industry-specific channels, multimedia integration, and social media sharing options. PR Fire aims to maximize the visibility and reach of press releases, helping companies generate media coverage, attract attention, and enhance their brand reputation.


PRWeb is an online news distribution service that offers press release distribution and multimedia content distribution services for public and private companies.

Its features include global reach, multimedia content distribution, social media sharing, analytics, and SEO optimization. PRWeb’s pricing varies depending on the type of distribution and geographic location, but its basic press release distribution in the United States starts at $99.

The majority of PRWeb user opinions and evaluations are favorable, with many users complimenting the site for its simplicity and excellent distribution options.


Pressat is a reputable press release distribution service known for its global coverage and distribution to media outlets. It offers targeted distribution, industry-specific channels, and multimedia integration. 

With real-time reporting and analytics, users can track the performance of their press releases.

 Pressat provides a user-friendly platform and efficient distribution services, making it a valuable choice for businesses and individuals looking to reach a wide audience with their news.


PRLog is an online news distribution service that offers press release distribution and SEO optimization services for businesses and organizations.

PRLog has received mostly favorable customer feedback, with many users applauding the service for being user-friendly and affordable.


Newswire is a news distribution platform that offers a range of newswire services, including press release distribution, media monitoring, and multimedia PR distribution.

User reviews and ratings of Newswire are generally positive, with many users praising the service for its comprehensive distribution network and advanced targeting options.

PR Underground

PR Underground is a press release distribution service that provides affordable news distribution solutions for small businesses, startups, and individuals.

User reviews and ratings of PR Underground are generally positive, with many users praising the service for its affordability and user-friendly platform.

Linking News

Linking News is a press release distribution service that offers affordable and effective solutions for businesses and individuals looking to promote their news and announcements.

User reviews and ratings of Linking News are generally positive, with many users praising the service for its wide distribution network and affordability.

24-7 Press Release

24-7 Press Release is a news distribution service that offers a variety of distribution options and features to help businesses and individuals promote their news and announcements.

User reviews and ratings of 24-7 Press releases are generally positive, with many users praising the service for its affordable pricing and easy-to-use platform.


eReleases is a news release distribution service that provides businesses with a platform to share their news and announcements.

eReleases targets both small business, and medium-sized businesses in various industries, including PR distribution in healthcare, finance, and technology. The service has been used successfully by many businesses, including a software company that used eReleases to distribute a press release about a new product launch, resulting in increased media coverage and sales.

User reviews and ratings of eReleases are generally positive, with many users praising the service for its excellent customer service and comprehensive distribution network.

PR Newswire

PR Newswire is a global press release distribution service that offers advanced targeting options, multimedia distribution, and detailed analytics. Pricing ranges from $350 for basic distribution to $805 for targeted distribution.

Pros: Offers a wide range of distribution channels and targeting options, provides detailed analytics and reporting, and has a large network of media, news outlets, and journalists

Cons: Can be more expensive than other press release distribution services and some users have reported issues with customer support and response time

Online PR Media

Online PR Media is a press release distribution service that provides a platform for businesses to distribute their news and announcements to targeted media outlets, journalists, and potential customers.

Their pricing starts at $49 per release and goes up to $389 for their premium service. The platform offers features such as social media sharing, multimedia integration, and analytics to track the performance of press releases.


Presswire is a press release distribution service provider that provides companies with a platform to distribute their news and announcements to various media outlets.

Their services include press release distribution, media monitoring, investor relations, and a media contacts database. They provide a range of pricing options from basic to premium, with various feature levels and distribution choices.


Selecting the right press release distribution service plays a vital role in ensuring the success of your media outreach efforts. 

This comprehensive guide has provided valuable insights and considerations to help you make an informed decision when choosing the best newswire company for your press release distribution needs. 

By evaluating factors such as distribution reach, media targeting options, pricing models, customer support, and reporting capabilities, you can identify a service provider that aligns with your goals and maximizes the visibility and impact of your press releases. 

Remember to conduct thorough research, analyze your specific requirements, and compare different options to make a well-informed choice. With the right press release distribution service by your side, you can effectively amplify your brand’s message, gain media exposure, and achieve your desired communication objectives.