Which press release distribution service would you recommend for a startup?
I'm working with a startup in the online greeting card industry targeting women aged 25-50 in North America. We're trying to drive traffic to the website www.iGreets.co using a press release about the launch of the phase 1 site.
Which of the following press release distribution services would you recommend, and/or are there others you would suggest?
• Email wire
• PR Buzz
Any and all advice would be much appreciated!
I can also suggest the BEST PR SERVICE
(SUBMIT A FREE PRESS RELEASE)
I recommend PR.com or PRLog.org. Both of these are free.
Why not going directly to the news portals, news websites or blogs within your niche? It is more work, but you will get more targeted traffic/visitors.
Hi Jackson, I just wrote a Pulse post on LinkedIn about this kind of thing yesterday. Using a distribution service is the lazy, shot-gun approach in this age of the Internet. Especially for a start-up. It would be much more effective, and much better media relations, to make a concerted effort at media relations. Build a targeted media list, and develop relationships with editors/writers covering, say, the lifestyle field. Write a great story pitch, and send it to a writer or editor directly. The onus is on you (or your client) to provide the information to an editor; not on the editor to go looking for it. Hope this helps!
Jeff really covered a lot in regards to the scope of press release systems. Our agency utilizes Vocus/PRWeb for clients.
However, the type of targeting you mention and your goal of driving people to your website seems like something that would benefit FAR MORE by a online pay-per-click (PPC) advertising campaign.
It costs money to do a press release through a reputable PR system and to get the best reach. Usually somewhere between $200 to $500. You could easily instead, take that money and allocate it to a PPC campaign.
Say for example, Facebook. You can specifically target women in North America between 25-50, create some ad copy and pick a corresponding page, and them set it up so that you only pay when someone clicks through on the ad to go to your website.
Facebook advertising is very simple to use and the cost per click is typically very small so you could really get a lot of visitors to your website over a month with a $200-$500 budget.
This also allows you to directly measure your spending. Instead of paying for the press release and hoping it gets the information out there and gets read by the write target audience, with a Facebook PPC campaign you target EXACTLY to the audience you mentioned and ONLY pay when a person from that desired audience goes to your website. You can have clear measurement on the ROI of this effort.
Press releases really are a hard way to generate digital response from desired audience members with a strong measurement of whether it had an effect. Our agency has gravitated more and more towards doing targeted digital advertising campaigns via Facebook, Google AdWords (which includes YouTube) and LinkedIn because the return is so much better and it truly generates quality leads and potential sales.
Beyond driving traffic to the client's website what is (are) the goal(s) of the campaign? Here's the other factor to all this. How much money is the client willing to invest in writing and distributing the press release?
If they don't have a lot of money, then you need to utilize all the free press distribution services, but note what is claimed to be free really isn't because someone has to spend the time inputting the release into the system, and time is money. Secondly, the free services typically don't have the same reach or longevity that the paid services do. For example, most free services only keep the press release around for 7-14 days.
Whereas, a service like PRWeb the release has a longer lifespan and can help build site traffic and SEPR when fully utilizing its platform by placing a link to the site, building keyword strings into the copy and including images.
HARO is a great service for finding opportunities to inject your client into a story, but it is not for distribution of press releases.
Keep in mind that PRWeb.com and Vocus are now part of Cision. Vocus and Cision are multidimensional PR tools that allow you to build media lists and distribute your release via wire, email and social media channels.
The others have mentioned excellent distribution channels. Another to investigate is Send2Press. They utilize some of the same tools that PRNewswire and BusinessWire use but are less expensive.
Ultimately which service you use comes down to time and money. Cost of distributing a press release on a wire service is dependent on the number of words in the release. The base price is for up to 500 words typically. Over 500 words there are added charges. Attaching a screenshot or photos to a press release is typically an add-on fee for most services.
PRNewswire.com, PRWeb.com, BusinessWire.com, MarketWire.com. Others like Vocus, LaunchIt and Haro. There are also a lot of free PR sites available.
www.prnewswire.com is also a very prominent news wire site as far as I know