best press release distribution service are tools that allow you to send press releases to a large, targeted audience of journalists, social networks, bloggers, influencers, and traditional or digital media outlets, either automatically or manually.

There are two main types of press release distribution services:

1.Automated press release distribution services (often referred to as newswire or just "wires")

2.Manual press release distribution services that give you the tools to effectively pitch your story to the media by yourself via PR outreach

Usually, people have the first one in mind when they hear "press release distribution". Both have their pros and cons, but the general consensus among PR experts is that media outreach—although more time-consuming—is the way to go if you want real results.

Nonetheless, wire services have their purpose and remain a long-standing and popular choice for press release distribution.

This guide covers how to choose the right distribution model and the best press release distribution service for your needs.

Choosing the best method for distributing your press release

First of all, why bother distributing a press release?

Press releases are a great way to get media coverage; in turn, this lets you increase exposure for your brand and reach new audiences. Plus, it's cost-effective compared to paying for advertising.

Secondly, should you use press release distribution services?

If you specifically have "wire" services in mind—it depends. I'll go into detail about this in the section below.

However, if you're thinking about any kind of press release distribution software or services, including PR outreach tools, then you should (in my opinion).

Here's why. If you want to distribute a press release by yourself (and get results), you have to go through the whole process of finding media contacts, creating a media list, pitching them, following up, and potentially building media relations with said people.

As an example, Medstar helped a social campaign land 150 publications and go viral by using Prowly, a PR outreach tool. Could they have done it by themselves? Maybe. However, it would take hours upon hours of creating a media list and reaching out to journalists manually to get the same kind of results.

So the question is not if you should use press release distribution services, but rather finding the one best suited for your needs.

Newswires

Newswires like PR Newswire, PRWeb, and Ein Newswire are services that distribute your press releases. They work by sending press releases to subscribing news organizations, newspapers and outlets such as Associated Press, Bloomberg, CNBC, CNN, the Wall Street Journal and Yahoo! Finance and news sites such as Google News, Bing, or Yahoo.

Manual press release services

The benefit of such tools is that they greatly simplify the process of doing manually, which considerably takes up a lot more time and effort.

Finding relevant contacts for your news—whether it's by beat or location—is a breeze with the included media database.

Managing your contacts is made easy with a CRM for PR, where you can add notes or tags and use filters.

As for the actual distribution, it's a big improvement versus doing it manually by yourself. Personalization features, high deliverability, and effective follow-ups let you get your press release out to many relevant journalists at once.

The downside compared to newswires, is that the process can still take a bit longer and their reach is smaller (but more targeted).

Which one should you choose?

Both methods have their purpose for PR distribution. Figure out which one is better for your industry. Or if you have the time—try both.

You might find that some are better at trade or B2B media, yet others outperform for mainstream and B2C news.

And remember—the success of your distribution and chances of getting media coverage ultimately rely on the story you have. Make sure it's actually newsworthy and interesting.

What to consider when choosing a press release distribution service (newswire)

It's difficult to answer the question, "which is the best press release distribution service?" because it depends on your industry and your business needs.

As vague as it sounds, using what worked for someone else doesn't mean if it'll work for you.

Features

What kind of features and additional services are available for distributing your press release? These can include:

Customizable, interactive content

Being able to add multimedia to your press release

Additional services

Usually, these features will be priced extra, but it's worth looking into them if it makes sense for your business. For example, if you're writing a press release about a product, choose a provider that allows you to showcase the product in the press release with photos or videos.

Support

Does the provider have a strong customer support team? Look through reviews or ask people that used the service.

Support can include proofreading and editorial support (usually priced extra) or general support related to using the platform.

And finally, how responsive is support, and are they available 24/7?

Reporting

What kind of reporting does the provider offer?

You want a service that can help you measure the success of your brand's content promotion and press release distribution efforts.

Reporting should be part of the package, and provide you with actionable information and metrics to gain insights on the effectiveness.

Additionally, you should be able to see where your content appeared online, how many views it received, and what organizations are interested in.

Search Visibility

One of the possible benefits of press release distribution is SEO visibility, although many professionals dispute their effectiveness. If this is important for you, look for a service with strong domain authority. It'll increase the possibility of appearing on Google in front of your target audience.