PR Newswire, by contrast, is much older. They are, in fact, old enough and famous enough to have their own Wikipedia article. They were founded in , sold to Western Union in the 70s, and changed a number of times until they reached their current status as a subsidiary of Cision. Both companies deal with PR and press release distribution, but are either of them any good?
And how do they compare, anyway? Marketing is one of those niches where it can sometimes be difficult to believe what you read. After all, the people telling you about it are the people who are, presumably, good at marketing.
Some of them might not want to share their best secrets, and others may have ulterior motives. This goes doubly for anyone in the public relations niche. PR attracts a lot of the kinds of people who are more than willing to lie for their own benefit. I write this disclaimer to let you know that I have no ties to either Newswire service, financial or otherwise. It is, in fact, that age and size that has allowed them to become one of the most robust PR distribution companies out there.
They have a global distribution network with a huge array of different contacts covering all the bases. Sending a press release to PR Newswire requires signing up for their distribution platform. This platform gives you the ability to submit releases to their network, with social media distribution, analytics, and multimedia submission. PR Newswire also has a number of other products available for a variety of different kinds of promotion.
For example, they can give you international content distribution. They can provide satellite and radio media tours. They can create branded microsites and landing pages, and they can perform social listening and media monitoring. Their entire roster of products is quite robust , though a bit scattered.
Pricing for PR Newswire is not available on the website, at least as far as I can find. You have to sign up and get into their members area, or send them an email and expose yourself to their sales pitches, in order to get pricing information.
Luckily, other people have done that for me. In order to access their press release distribution and other services, you have to have a membership. They can apparently waive this fee for the first year for new members, though this may be unreliable. Payment varies depending on the features you want. Publicly traded companies are legally required to wire-publish news that will affect their investors, and the ticker symbol is a necessary component of their press release.
While free wire services do exist, you typically get what you pay for when it comes to their reach and influence. But as with anything else, do your homework! Most of the quality news wire services publish company news releases for a fee.
Many pricing models include a fee for a press release with a set number of words and images, and then charge a premium for additional words and multimedia components.
Or not to news wire? That is the question. As part of a larger media strategy, news wires allow you to go broad. It has the potential of getting your news release in front of a large number of eyes, many of whom you may not have thought of right away when putting together your strategy. Also, because certain wire services and news outlets automatically pick up certain press releases, you can exponentially increase the chances of being noticed.
And while this may not get you earned coverage on its own, it does help with things like…. Putting your release on the wire can support your more targeted media relations strategies, especially with industry-specific journalists. Having your release out on the wire gives you something to reference when speaking with your contacts and may jog their memory.
Journalists who write for specific industry and trade publications do tend to monitor news wires more closely than their mainstream counterparts. With fewer news tips constantly flooding their inbox, as is the case for editors and journalists working at more mainstream publications, industry writers will commonly use news wires for story ideas and news tips related to their field.
Many journalists will use news wires as a quick and easy way to verify information when fact checking articles for their publication.
Your wire press releases can serve as a quality communications tool, complete with relevant facts, company boiler plate info, and links to visuals and other information beyond the scope of the release. Here are some tips to make the most of them:. Make sure your press release is actual news. Journalists often complain about the sheer volume of press releases that hit the wire every day and the effort it takes for them to wade through it all.
For their sake, make sure that if your company is choosing to publish a press release, that it is in fact news. While it may seem basic, this is a common mistake companies make, and when the time comes that you have genuinely exciting or important news to share, you risk getting overlooked.
Quality content. Include relevant links, visuals, multimedia whenever possible, and most importantly, a killer headline. Essential for financial communication: In the case of financial communication, distributing your news via a newswire is essential in order to supply terminal and database systems directly and in real time.
This ensures news reach traders, analysts, institutional investors and all other relevant players in the financial world in one easy step. Newswire notifications are often displayed directly on media company websites and news apps: This guarantees automatic online publication and improves search engine visibility.
Admittedly this effect has not been as strong since the last Google updates as it was some years ago; nonetheless with our own communications and using various SEO tools we have been able to have a positive influence on visibility on Google and other search engines. What is the best way to use a newswire? My concrete tips Avoid newswire providers that rely solely on email lists or online portals. The greatest added value of a newswire lies in the interfaces to editorial, terminal and database systems described above.
Some service providers claim they can reach more than the number of editorial offices that are actually out there. As described above, the quality of the transmission routes is the most important thing. Look at whether the online portals the newswire distributes to are relevant. Only websites with high relevance e. Pure PR portals do not bring any added value. Step 4 - Revision and approval Our editors will format the release before distirbution. A: Clients will have to fill out an account registration form to set up an account with us.
You can reach out to our account managers or hkcs prnasia. A: PR Newswire will need to know the release word count, the distribution circuit s , and the date and time of distribution. A: Please communicate with your account manager to get the exact quotation. Kindly note that prepayment is required for first time users. A: We have included a complimentary report in our release distribution services. A: After your account has been set up, you will receive an APAC Portal activation email from our client relations team.
You can simply click on the activation link to get on board. We do not accept any releases from individuals who are not listed under your account profile as authorized senders. It is incumbent upon company to keep this list up-to-date. This procedure guarantees the security of your corporate communications. A: Yes, you can.
Depending on the distribution region, weekend surcharge may be applied if you need assistance from our stand-by editors during holidays or weekends. This editorial assistance includes processing, revising or distributing a release.
Please consult your account manager for details.
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