Even in an age so focused on the rapidly expanding boundaries of social media, the press release remains a staple of the public relations business. Press releases were once simple Word documents distributed by email or, if anyone even remembers, fax distribution groups and bulk snail-mail offerings. In such an environment, there weren’t a lot of choices and PR firms didn’t have to think much about those choices. Currently, there are many ways to customize press releases and even more ways to get them out to the world.
Even a simple Google search makes you feel like you’re sipping from a fire hose with the sheer number of press release distribution services available. They offer a staggering array of options and great variance in pricing. This begs the questions: How does a business choose the right one? While these services can offer a dizzying plethora of menu items, here are five salient factors to consider:
- Geographic distribution: Many companies have tiered pricing based upon state, regional, national, and even international distribution. The logical step is simply is to choose the one that most closely matches your intended market. However, that may be shortsighted. In business, just like in chess, you need to think several moves ahead. If your marketing strategy is to expand beyond the regional level relatively soon, it might make sense, if your budget allows, to pay the incremental additional cost and have it distributed nationally for greater exposure.
- Sector distribution: Some services distribute by sector or industry. The technology and financial sectors are common offerings, for example. This can be very useful for a company whose target market is limited to a sector or two and is not concerned with geographic distribution. However, this can limit your message to an echo chamber that has already heard it, reducing its effectiveness.
- Editing services: Many offer editing services. Does your business need them? In the case of a tight or impossible deadline, or small, under-staffed startup company, the editing services could be advantageous. But if your company can adequately handle the requirement, don’t pay for something you don’t need.
- Feedback, research and analytic services: Some of the higher-end services offer traditional and social media monitoring and feedback. This could be an invaluable tool for businesses that can afford it and don’t have the resident capability. Feedback on what messaging is working and what is not can prove invaluable.
- Multi-media and other services: Know what your needs are before you shop for a service. Many of the lower-end price packages are limited to the traditional Word document press releases. If your business wants or needs videos, images, or specialized links, don’t waste time with services that can’t provide them. And shop around – prices will vary.
While this is not intended as a comprehensive list of what is available, it should serve as a solid starting point as you begin your hunt for a distribution service. Most importantly, carefully consider what your company needs to support your marketing strategy before choosing one of these services.