Should you use a commercial newswire for news release distribution?

Editor’s note: This article was produced using automated technology and then edited and verified for accuracy by a member of Axia Public Relations’ editorial team. 

News releases are an important tool for businesses to communicate their news to the public while increasing visibility and credibility and driving traffic and leads. However, one of the challenges of news release distribution is getting the release in front of the right audience. 

This is where commercial newswires come in. Commercial newswires are third-party platforms that distribute news releases to a network of journalists, bloggers, and media outlets. However, consider the pros and cons of using a commercial newswire for news release distribution.

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What are the pros?

1. Increased Visibility

One of the advantages of using a commercial newswire is the potential to reach a wider audience. Commercial newswires have a vast network of media outlets, and when posted, you have the potential to reach several hundred websites via content agreements or syndication. 

Depending on how newsworthy it is, journalists and bloggers who receive news releases can increase the likelihood of multiple sources picking up and sharing the release, which can help increase your brand’s visibility and reach.

2. Improved SEO

Another benefit of using a commercial newswire is the potential to improve your website's SEO. Commercial newswires often have a high domain authority, which means releases distributed through these platforms have a greater chance of appearing in search engine results pages (SERPs). This can help increase your website's visibility and drive more traffic.

3. Ease of Use

Commercial newswires are user-friendly and easy to use. Most platforms have a simple interface that allows you to upload your news release and select distribution options that are right for your business. This makes the process of distributing news releases more streamlined and efficient.

4. Trackable Results

Another advantage of using a commercial newswire is the ability to track the results of your news release. Most newswires provide analytics and reporting tools to see how many views, clicks, and shares your release has received. This can help you measure its impact and help you make adjustments to your distribution strategy as needed.

What are the cons?

1. Cost

One of the primary disadvantages of using a commercial newswire is the cost. Most newswires charge a fee to distribute news releases, which can be expensive for small businesses or startups. Some newswires also charge additional fees for features such as analytics and targeting, which can add to the overall cost.

2. Limited Targeting

Another drawback of using a commercial newswire is the limited targeting options. While newswires have an extensive network of media outlets and journalists, they may not reach your target audience. This can result in distributing your release to irrelevant outlets, ultimately reducing its effectiveness.

3. Competition

Commercial newswires distribute news releases from multiple companies, meaning your release competes with others for attention. This can make it difficult to stand out and get your message heard.

There are ways to combat the competition in a crowded media landscape, such as an engaging headline for your press or news release. An attention-grabbing headline is how journalists scanning wire services will notice your company’s news.

4. Limited Control

When using a commercial newswire, you have limited control over the distribution of your news release. While you can select the outlets you want to target, you have no control over how the newswire presents the release. This can be problematic if it distributes your release to outlets not aligned with your brand's values or messaging.

Consider the needs and goals of your company before using a commercial newswire for news release distribution. To get started with commercial newswire services, use Axia’s MediaReach service to guarantee media syndication of your news release. We’ll post your release nationally to thousands of newsroom editorial systems in the U.S.

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