An often overlooked aspect of a press release is that it must appear newsworthy. No news release distribution company will accept undisguised advertisements. It is fairly easy to write news releases that will be acceptable to most news release distribution services, but it does require a little thought and effort. If you need help, there are dozens of free programs available online that can start you on your way to writing the perfect news release. There are also many sites online that offer free PR writing tips.
After your news release is finished, the next step is to find the right press release distribution site. If you’re on a budget, free PR distribution sites are all over the internet. The best thing about these sites is no doubt the price tag, yet there are many drawbacks to using them.
First of all, your news release will be festooned with advertisements. These ads will detract from both your PR’s content, as well as from its credibility among both readers and search engines. To maximize its effectiveness, your release should feature prominently in the “news” tab for a given keyword search. This feat is much more difficult to accomplish if your news release is surrounded by ads for other, usually similar, services and products.
Other huge problems with free press release distribution sites are that they usually fail to allow any clickable links and have very limited style options. Both of these issues will diminish your PR’s power immeasurably.
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There is only one problem with PR distribution sites: they cost money! But in most cases, you get what you pay for. They can cost you just a few dollars a month, or much more. Which one is the best for you will depend largely upon not only your public relations budget but also the number of press releases you plan to be submitting for distribution. Some PR sites will allow you to pay one fee per release, which may be better if you only need to release news once in a while.
Make sure you comparison shop amongst the myriad currently available press release distribution sites. Find out how many media outlets a given site can access, as well as their ranking on Alexa or another web site ranking site. There is little point in distributing your press release to outlets unrelated, or only tangentially related at best, to your industry, or are backwater sites.