What is a newswire and should I use one to earn media coverage?
In a recent SowGrow Marketing Council meeting I talked about what content is newsworthy enough to write a news release.
Today I want to answer the question, “What is a newswire and do I need to post my news release on one?”
A newswire is a distribution platform for news releases. News releases are then sent to editorial offices and journalists who have opted in to receive the content. The information is also posted publicly on the Internet.
A few examples of newswires include:
There are also newswire services available directly through media outlets. Below is an example:
What are the pros of newswires?
Efficiency: You can post a news release and potentially reach a large number of editorial contacts at once.
Searchability: News releases often come up in search results, especially when someone is searching under a “news” tab.
Credibility: Since most newswires have some form of editorial review process and often a verification process, there is added credibility to the news release.
Media coverage: Depending upon the newsworthiness of the release, some media outlets may publish the release or news story directly on their website.
Cons
Most releases result in little to no quality media coverage. Quality media coverage usually requires pitching editors and journalists directly with exclusive content and tailored angles.
Depending upon the context, journalists may skip covering your story because they perceive the information as already being out there. They may not see a reason to add duplicate content to the market.
While newswire fees are generally low (between $300-$500), they can increase depending upon the services you use. If you post news releases frequently, the costs can add up.
Your news release usually get lumped in with a bunch of other news release and it can be hard to stand out.
Are newswires worth it?
It depends.
I recommend newswires when:
A client would benefit from a searchable online history of their company.
Industry trades tend to pick up newswire releases and publish them.
A client needs to gain exposure in front of a hard-to-reach audience.
A client has a small budget and does not have the funds to be able to pitch a release directly to the media.
I do not recommend using a newswire if:
A client expects a high volume or quality media coverage just by posting a release on a newswire.
A client’s news release is not newsworthy content.
A client feels that $500 to post a release is a high cost.