Distributing a PR correctly, and using the strong distribution networks is as important as writing and crafting an effective press release. People often argue they should not go for the paid PR distribution agencies and do the distribution manually because it is free. But this could go badly if you do not have strong media connections or a strong distribution network among the journalists and editors.
A lot of premium PR distribution agencies offer free press release service for their first time working with a new client. You can take this opportunity to look at how the PR content is doing and how much ROI you are getting. If you have a business that needs more visibility and a stronger online presence then paid PR distribution is arguably a better choice. When other media advertising methods cost thousands of dollars, press releases can be distributed for a lesser amount with a similar impact. But before you get into this matter more, let's have a look at the key details.
What is a Press Release?
A press release or a PR is a written official announcement that companies or organizations make to the media. It is sometimes called 'media releases', 'press info', 'press dispatches', etc. but every time it is the same basic thing. PRs are usually written to pass on information about any newsworthy event or product launch or any updates. These are great for not only building a strong connection with the media over time, but also gaining positive media coverage, increased visibility, and a good brand reputation.
The Golden Rules of Writing Press Releases
- Write the content for the end audience, and use formal language or tone which should be maintained throughout the content.
- Use a factual, short, yet attractive title that gives a hint about what the news is.
- Avoid showing your wit in the writing as the target audience is editors and journalists who appreciate facts and statistics, not humor and puns.
- The first paragraph should include the 5 Ws of journalism which will answer questions like “Who”, “what”, “why” and “where”. The journalists are busy people who will appreciate the relevant and important information at the beginning of the content which will help them decide whether to publish the PR or not.
- Include some relevant quotes to humanize the content and break the monotonous writing.
- A press release is preferably the size of 400 words or shorter and should not be more than two pages.
- Use factual news, statistics, and unbiased information in the content.
Why Should You Go for Paid PR Distributions?
- Guaranteed Placement - Paid distribution services deliver your content straight to the media and news outlets without any interruptions. They also provide a guarantee that your PR will be posted in their outlets instead of ending up in the spam or deleted box of the reporters' emails. This means your brand can get posted in top-rated media accounts and news outlets by using the strong distribution connections of PR distribution agencies.
- SEO and Rankings - A legitimate and reputed paid PR distribution agency has greater credibility when it comes to not only journalists but also search engines. So at the same time when your PR content is being published in top-rated media outlets, it is also securing its place on the search engine rankings, making your website more visible with the SEO efforts. Eventually, it increases website traffic and potential sales.
- Brand Reputation - The more frequently you will be associated with a reputed PR distribution agency and the highest level news and media agencies, the more trust you will gain from the readers. This will essentially help the brand build a stronger reputation and a secure brand image in the market. As the media has the power to alter anyone's perception, continuous positive coverage from the media will cater to that too.
- Increased Visibility - When you are using a reputed and paid PR distribution network, your brand and its important news will already have an established reader base. This will help with the brand's increased reach and visibility as well. The more frequently people will read about you, the more familiar they will become with you, your products, and your services.
- Metric Reports - Paid PR distribution services come with performance metrics that tell you how your PR is performing and where they are being distributed. You can measure the ROI on your press release content and improve the areas that are lacking. Since most of them offer free service for the first timers you can check the results and decide if you want to go with them again, getting you a free trial.
To conclude, it is time to invest in PRs as they are affordable and come with less hassle.
