DIY PR: Wire Distribution Services for the Birds? Not so Fast.
When I first started working with small business public relations clients, I used to recommend against distributing press releases with a wire distribution company. From my past experience, wire distribution companies were expensive and typically reserved exclusively for breaking news. I have since seriously changed my tune.
It’s now financially feasible for small businesses to distribute a release over the wire as there are a number of affordable options. Press Releases used to be a tool reserved to communicate only with the media, but now they also can be used to communicate directly with the public (especially when distributing a release over the wire or posting a release on your Web site). That being said, the number one reason I recommend distributing a press release over the wire is to increase your ranking on search engines, or Search Engine Optimization.
It’s mandatory to start with a well-optimized press release (look out for a post on this topic next week) in order for the distribution to be effective. Let’s take my recent release that I distributed online as an example. You can download it here. Note that I’ve hyper-linked my top two key words that link back to my Web site, which also contains the same key words. I’ve also included some key words (not linked) in the headline and secondary headline. So, for example, if you Google the words DIY PR, you’ll see the release about my company is on the first page of Google.
There are a several companies that offer these services. I chose PR Web’s Advanced option because I felt it offered me everything I needed and worked within my budget. Some of my DIY PR clients have also used ereleases.com and have been pleased with their services as well. I would allow about 30 minutes or so to get everything loaded up – it’s all done online and is relatively easy. You also have the option to select certain markets that are relevant to your business.
If you have used a wire distribution service that you’ve been happy with, please list it in the comments.