Comparing services? Here are 10 top features of press release distribution services to help you decide which one is best
Need help choosing a PR distribution service? Here are 10 features to guide your decision and get your press release noticed by the right outlets.
Choosing the right PR distribution service can determine whether your press release gets covered by major media outlets or ends up drowning in a journalist’s inbox, never to be seen. With so many options available, each offering different features, it’s important to look beyond the surface.
Here are 10 features that deserve careful consideration, along with the potential risks of ignoring them.
1. Distribution network
A PR service’s distribution network can make or break your campaign. Think of it as the web that connects your press release to the outside world. The broader and more relevant the network, the more likely your press release will get picked up by the right media outlets. When your press release is distributed across a well-curated network, it increases the chance of your story appearing in front of journalists who will actually care about it—and, more importantly, publish it.
For example, if you’re launching a new product in the tech space, a strong distribution network that includes outlets like TechCrunch or Wired increases the likelihood of coverage in influential publications. But if the network lacks depth or focuses on unrelated industries, your release could end up in the inbox of journalists who never cover your sector. In the worst-case scenario, your press release may never be opened, let alone published, wasting your time and marketing budget.
Some agencies, like Content Collision (C2), go further by leveraging personal relationships with journalists, ensuring each release is sent to someone interested in the topic. This personal approach can lower your cost compared to large, automated distributions that may cast too wide a net.
2. Targeting options
Relevance is everything when it comes to press coverage. Even if your press release is distributed widely, it’s meaningless if it’s not reaching the right journalists. Effective targeting ensures that your story is seen by people who are already covering your industry or the topics you’re addressing. This is crucial because journalists are bombarded with press releases daily—many of which don’t align with their beat or interests.
For instance, sending a press release about your new fintech product to a fashion journalist is not just a waste of time but also a waste of money. Precision targeting helps avoid this. When you can narrow down by industry, geography, or even outlet tier (e.g., high-traffic vs. niche publications), you increase the chances of media pickups and reduce the likelihood of your release being ignored or deleted.
Without proper targeting, the best-case scenario is a low open rate. The worst? Your press release might get flagged as spam, making it even harder to reach those journalists in the future.
3. SEO and online visibility
A well-optimized press release doesn’t just attract journalists—it can attract potential customers, partners, and investors long after its initial distribution. Press releases optimized for search engines can continue to drive organic traffic, ensuring that your message stays visible to anyone searching for related content online.
Imagine you’re announcing a new product. If your press release ranks well for relevant search terms, it could keep driving traffic to your website for months. This is particularly valuable for businesses looking to sustain visibility beyond the immediate media coverage. On the other hand, if your press release isn’t optimized for SEO, it risks being buried in search results, only seen by the journalists on the distribution list. You miss out on potentially thousands of organic views.
For brands seeking long-term value from each press release, SEO shouldn’t be an afterthought. Services that lack SEO features essentially reduce your press release to a short-lived announcement rather than a lasting asset.
4. Multimedia support
A text-only press release is easy to ignore, especially in a world where visuals dominate. Journalists are more likely to engage with a press release that includes images, videos, or infographics that make it easier for them to envision and create a story. In fact, multimedia elements can be the difference between a journalist giving your press release a second look or tossing it aside for a more visually compelling piece.
For example, if you're launching a new product, including high-quality images or a short demo video can help a journalist understand the product more quickly. It also makes it easier for them to use your materials in their story, which increases the likelihood of coverage. On social platforms, visual content performs better as well, meaning your press release is more likely to be shared if it includes engaging multimedia.
Conversely, if your press release lacks multimedia support, you risk losing journalists' interest, especially in sectors like tech or fashion where visuals are key. In the worst-case scenario, your press release might get skipped altogether simply because it doesn’t stand out.
5. Pricing and plans
Pricing structures vary widely among PR distribution services, but it’s essential to understand what you’re paying for. A pay-per-release model might seem economical at first glance, but if you’re distributing multiple press releases each month, those costs can quickly add up. On the flip side, subscription plans may seem expensive, but they often offer better long-term value by including features like targeting, multimedia support, and broader distribution.
For instance, if you’re a startup planning to issue frequent announcements, choosing a service with a subscription model could save you money in the long run. If you’re only issuing the occasional press release, then a pay-per-release model might make more sense.
However, be cautious with cheaper services that cut corners. You might save money upfront but sacrifice reach, quality of the distribution network, or key features like SEO. The result? A press release that doesn’t reach your target audience, essentially turning your cost-saving approach into a waste of resources.
6. Analytics and reporting
The success of a press release campaign isn’t just about whether it was sent—it’s about what happens afterward. Detailed analytics can tell you how many people opened your press release, which outlets picked it up, and how much engagement it received. These metrics are crucial for understanding the impact of your release and refining future campaigns.
For example, if your press release was picked up by a high-traffic outlet and led to increased web traffic or sales inquiries, that’s valuable information for your next campaign. It shows what types of stories are resonating and which outlets are worth targeting again.
Without these insights, you’re essentially flying blind. You won’t know whether your press release had any effect, and worse, you may keep investing in strategies that aren’t delivering results.
7. Editorial support
Crafting a press release that catches a journalist’s attention requires more than just good grammar—it needs to be concise, clear, and newsworthy. Some PR distribution services offer editorial support to help you refine your press release before it’s sent. This can be especially helpful if your team lacks PR experience or is stretched too thin to focus on writing.
For example, if your press release is filled with jargon or lacks a clear news angle, editorial support can help transform it into something a journalist is more likely to cover. In contrast, if you skip this step, you risk sending out a poorly written press release that gets ignored because it doesn’t immediately communicate its value.
Releasing a subpar press release can harm your brand’s reputation in the media, making it even harder to get future press releases picked up. Worse, you may lose credibility with key journalists, hurting your long-term PR efforts.
8. Media contact quality
The quality of a PR service’s media contacts can be the difference between your press release being published widely or barely noticed. It’s not just about quantity—having access to thousands of irrelevant contacts won’t help. What matters is whether those contacts are active, relevant, and likely to be interested in your story.
For instance, if you’re a healthcare company, your press release should be sent to journalists who regularly cover healthcare topics, not those focused on lifestyle or entertainment. Services with well-maintained, industry-specific media lists ensure your press release reaches the right people.
Without quality media contacts, your press release might go to journalists who aren’t even remotely interested in your topic, reducing your chances of coverage. Worse, you could damage your relationship with key outlets by consistently sending them irrelevant content.
9. Customer support
Good customer support can save you from costly mistakes, especially if something goes wrong with your press release distribution. Whether you’re having trouble uploading your press release, need advice on targeting, or encounter technical issues, responsive and knowledgeable support can make all the difference.
Imagine you’ve scheduled a time-sensitive press release—perhaps for a product launch or a major company announcement—and something goes wrong during the distribution process. Without immediate support, your release might be delayed, costing you critical media attention or even missing your intended launch window altogether.
On the other hand, services with reliable customer support can help fix problems quickly, ensuring that your press release goes out on time and reaches the right audience.
10. Reputation and success stories
The track record of a PR distribution service can give you insight into whether they deliver on their promises. A service with a strong reputation and clear success stories can provide you with confidence that your press release will be handled professionally and distributed effectively.
Look for testimonials or case studies from companies in your industry. If a service has consistently helped brands like yours gain media coverage, it’s a good sign they’ll be able to do the same for you.
In contrast, using a service with poor reviews or no proven success can lead to disappointment. Your press release might get minimal coverage, or worse, no coverage at all, despite your investment.
Ready to get your message out there? Don’t forget—understanding how to evaluate their performance is just as important. Check out this article to ensure you're getting the best results from your campaigns!
Atikah Amalia
Content Collision provides performance-based digital PR services and B2B content marketing services for tech startups in APAC and beyond. Book a quick call with our team to learn more.
