It worries me that I am still being questioned so often about the delivery of press releases. Sometimes this is exciting as clients want to make sure we don’t simply write an invaluable press release and drop it on the “line.” But it’s tragic, at the same time, because apparently, it is all that some businesses are doing. So, today I finish this message so that I can give them all a guide to bust the myths of PR delivery.
Do you have to compensate for the delivery of PR?
The easy answer is NO! There are, I suppose, a few cases in which it makes sense (see the following). However, I’ll continue with the myths regarding PR.
PR Myth Buster distribution
Using the delivery, my press release will be sent too many media websites and a selection of connections and directories will be useful for SEO.
Yes, SEO’s good media links. Nevertheless, press releases sent through PR Distribution services do not provide you with real media connections.
It doesn’t help as compare to SEO tools, it didn’t last long (I actually think that the first time I thought I would write this post was during the SMX Advanced program in 2013?). PR Distribution Services do not provide “real” links, according to Google.
Here’re a few examples.
**Note: this is a random example, I went to the news section on PR Web and went to the 100th announcement page to get an update that was “distributed” a few weeks later. ** Ovation
Markets Insider –press release repost without subdomain ties. Subdomain high-ranking blog, but no connections so you can’t find it in a website scan.
Vector News –archive with part of the press release on an obsolete European domain without reference.
News Break–sounds fine, it is a quote from the Houston Chronicle press release. This seems promising to be a real media news site.
Let’s analyze this one as it’s a classic distribution hit. Does a Chron.com website check for “Ovation Beauty” and the hit will come up, right? Sorry, the only performance is from 2008 for an Ovations Beauty Studio. While it seems like it’s on Chron.com, it doesn’t really work and nobody will notice it.
Closet
This doesn’t make sense… Ah, I see that this platform loves reposting press releases from Cision / PR Web. The publication of Hair Ovation is not even mentioned anymore.
1. I could go on… there are none of the mainstream classics. So let’s go search Google News for some real stories: Google News SERP PR delivery No luck, but a report won’t take the exact title correct of the press release, so let’s just adjust the Google News quest for “Technology Beauty” Valentine’s Day: Nope. I don’t believe that’s a Valentine’s Day marketing story.
Here’s what you get… you can get a lot of no follow connections on non-valued subdomains. When you check for the subject in the press release (not for anybody but you), the links will surface on Google, but the “article” that exists on Google, will not even exist on a website search because it seems to be on a sub-Domain as most definitely (and note, Google shows searchers not only focused on a description of the content but not a domain (pages contain keywords, not a website).
2. In front of 10,000 journalists, PRWeb (or Newswire, BusinessWire, etc.) will be given my press release.
It can go to 10,000 emails or 10,000 garbage files, or 10,000 email spam gravestones erased. It is simply known as spam and 99.9 percent of these journalists would dismiss this. I don’t want to see the communiqué.
Nope, you are much more likely to have no stories and even annoy the reporter when you have a true story for them.
3. Writing a press release is PR, so we must give the press release to something other than writing and delivering a press release (if you need support here is a press release template), but it can help to flatten out your news and media connection by arranging the facts into a good press release. If you only compose and send press releases (or if this is one of the main strategies)
If you’re a marketing department or agency associate does it. Don’t get me wrong, I don’t mean that you never should submit a press release. Press releases are not PR on their own, but in some cases, they definitely have meaning. I claim that PR delivery is not a PR technique and that you should barely care about what you do. There are a time and place to use a press release and learn When to use a press release in the PR Chat.
You said that there are a few situations in which delivery should be used?
90% (or probably more than 99% for most people/companies) of the time you do not need to fill up your prize with “THE WIRE.” But there are a few instances where distribution is a good tool. You must make the news public for SEC (or other entity) requirements. This is the following. Yeah, that’s one thing, though a spam release delivery through Cision to a large list is also a task, and you just have to compensate the person/agency to do it (if you have a list and/or a subscription), and not the fee.
You really have GREAT news that can be gathered. This one is a little difficult because you don’t need to have a PR delivery if your news is huge enough… but it may help if the content is enough. 22 The client or manager, or whoever thinks there are a lot of links that look like they are from real media websites. ** Note its sarcasm. You should be shot if this is the rationale.
You have friends who want BusinessWire to position it (e.g. customers, employees, etc.). I don’t know how to unteach years of putting it in one blog post on the wire. You have to do what you have to do sometimes.
The other query
I get is if you have to use the service what it costs? PR Service Companies Contrasted Is it payable or free? And it depends, like most things in life. If you must use delivery here, then you have a fast cheat book of the major “service providers”:
Paid services
- PR Newswire
- BusinessWire
- PRWeb
- PR Leap
Cost: Min $825 for Regional Delivery (plus set-up charges)
The rates of PRNewswire include global ($825 +) pricing, area pricing ($475 +) and state pricing ($355+). Specific targets can be applied (e.g. ethnic, Native American, African American, Latino industries, etc.).