Why I don't like PR newswires
As a PR practitioner with years of experience in the industry, I have had the opportunity to work with various PR newswires and explore their potential for distributing press releases. Unfortunately, my experience has led me to develop a rather unfavourable opinion of these platforms. Here is why.
Lack of reach and impact
PR newswires often boast about their ability to provide coverage in 500+ media, but the reality is that most of the coverage obtained through these platforms comes from similarly looking websites that do not show any signs of life. While the number of media placements may seem impressive, it is often nothing more than a vanity metric.
No SEO value or thought leadership building
One of the main drawbacks of PR newswires is that the associated websites typically include no-follow backlinks and disclaimers stating that the content is paid for and distributed. This means that from an SEO perspective, there is no value in terms of improving search engine rankings or building thought leadership. It is evident to both search engines and readers that the content has been paid for, diminishing its credibility and impact.
Limited credibility and media reliance
While some PR newswires claim to have journalists from top-tier media outlets such as BBC, The Guardian, and others in their database, the truth is that these journalists are unlikely to rely on press release distributors for their stories. Most companies use PR newswires to boast about their success, such as winning an award or promoting a CEO's personal story. While there is a slim chance of catching the attention of journalists with a ground-breaking story, in most cases, PR newswires won’t get you in top-tier media. This comes from my own experience testing different PR newswires, and I can see that some fellow PR practitioners are having the same struggles.
Can PR newswires still be useful?
Despite my reservations about PR newswires, there are some potential benefits to consider. Press releases published through PR newswires can often find their way to platforms such as Google News and major media monitoring services like Bloomberg. This means that when someone searches for your company, there will be a collection of distributed press releases that can create the impression of a credible media presence, and in this way elevate the perception of your company.
Additionally, Erica Velander, PR Coordinator at KNB Communications, highlights that newswire press releases can work well when they involve stories of nationwide interest, such as national campaigns or major financial wins. For smaller companies with regional news to share, investing in a distribution service might not be the most sensible choice.
Alternative PR strategies
Instead of relying on PR newswires, I prefer applying five PR and media pitching strategies that have proven effective in securing top-tier coverage for sustainability, tech, and other brands. This approach requires effort and a hands-on approach, but it can yield substantial results.
To sum up, while PR newswires may come in handy in certain circumstances, I find their reach, impact, and SEO value to be limited. Instead, I encourage PR practitioners to explore alternative strategies that can deliver more meaningful and impactful results.
