For every PR professional that’s still newswire happy, there are many more industry veterans and journalists who insist that this oldfangled means of disseminating press releases should be put to rest.
Sometimes, it’s easy to see why. Most of the time, a PR campaign is not considered complete until the release is drafted, finalized, and issued via a wire service. But what exactly is the ROI in paying upwards of thousands of dollars in wire fees just to see your release indexed in the depths of a major news site’s press release purgatory?
The press release itself is not dead— and that’s not what this post is about. As long as humans are reading and reporting on news, the press release will continue showing value.
However, in our haste and excitement to demonstrate that we’re spearheading a cohesive PR campaign, we tend to forget the fundamental duty of newswires: to share the news that is worth sharing. A good rule of thumb is that if you’re questioning the newsworthiness of a release, then you (or your client) most certainly should not be footing the bill for wire distribution.
Case in point: New hire announcements, awards and product upgrades are certainly exciting. They should be celebrated and distributed to stakeholders, employees, and customers accordingly. But unless you’re a major corporation whose decisions impact millions of people every day, you’re better off saving the money in wire fees and getting the news out other ways.
This is not to say that all new hire announcements or awards aren’t worthy of wire distribution– winning a huge industry award or welcoming a new CEO who departed a high-profile company to join your team is a big deal, and on a case-by-case basis, certainly worth wire consideration. But you don’t need to put every release out on the wire.
Instead of pushing all news out on the wire, dusting your hands off, and thinking that your work is done, you can use free tools already at your disposal to secure even better traction than you would have thought otherwise. Post it on your company website, share it on your social media channels, and insert it into company newsletters. And of course, don’t underestimate the importance of sharing it with journalist friendlies who cover your industry to potentially secure some media coverage.
The result? Instead of relying on wire distribution as a crutch, you’ve created a cohesive marketing campaign that reaches your target audiences without spending a dime. You receive a much greater value than you could have ever gotten from the wire.
Here are a few announcements that we think do merit a wire fee:
- Major product announcement or launch
- Company merger or acquisition
Here are some announcements that we think you’re better off saving the money on wire fees for:
- New hires
- Company culture/giveback initiatives
- Product or app upgrades
- Award nominations or wins
- Upcoming company events
These suggestions are not a be-all end-all, but rather a guideline.
If you’re seeking some strategic guidance on the best practices for writing and issuing press releases, BLASTmedia can help. Contact Lindsey Groepper to learn how.
- Getting “On the Air” With Podcasts - May 5, 2020
- How Data Privacy and Cybersecurity are Changing the Tech Industry - March 26, 2019
- No Tricks Here, B2B Tech Coverage is Booming - October 2, 2018
- Five Reasons to Hire a PR Agency vs. In-House PR Pro - August 16, 2018
- What Does Agile Marketing Mean for PR? - May 15, 2018