QI am finding conflicting answers for the following question: Is there a benefit to paying for online PR newswire distribution services when so many free options are available? PR professionals say "yes," entrepreneurs say "no." Please shed some light on this for me.
JEFF BOGENSBERGER
CO-FOUNDER & CEO
SOCO GAMES
AI'd always go with the pros. BusinessWire and PR Newswire, for example, offer one-stop shopping with shelves well-stocked with services that enhance a release's likely placement and simplify the work for PR folks. Best of all, targeted media receive releases from these well-established sources. They don't have to go looking for them.
I'm most familiar with BusinessWire (BW), having had a long-term relationship while working for 3M.
BW's U.S. national circuit distributes releases to more than 1,000 newspapers plus TV/radio stations, online outlets, trade and consumer magazines, etc. Or distribution can be narrowed and customized by region, industry, state or city. There are, in addition, dozens of specialty wires including industry trade publications, entertainment, health, sports, features and ethnic-oriented media. And international distribution options are available.
A plethora of multimedia enhancements also are available, including adding product photos, executive head shots, charts and graphs, video and audio clips, etc. BW claims its "Smart News Release" is 2.5 times more likely to be read than a text-only release.
BW Search Engine Optimization (SEO) is free as part of its services. The program helps a release rise to the top of search engine listings for easy access by consumers, nontraditional media and others.
At the back end, newswire services offer extensive tracking and analytical services. BW's Reach Report, for example, provides media statistics based on the circuit or wire that a customer orders. Pie charts show breakdowns of pickup by newspapers, TV/Radio, online, magazines and trades, the financial community, etc.
And, considering ease of use, variety of options, placement success and analytical services, costs are nominal.
LORIN ROBINSON
DISTINGUISHED SERVICE
PROFESSOR
OPUS COLLEGE OF BUSINESS
UNIVERSITY OF ST. THOMAS
