Newswires have existed for almost as long as news itself, yet many professionals still aren’t entirely sure what they are, what they do, and whether they should be using them. Just like any other public relations tool, you’ve got to have the know-how before you go full steam ahead – but once you’ve mastered the essentials, newswires could be your best friend when it comes to spreading the word!
What actually ARE Newswires?
Suppose you have a really exciting press release ready to distribute – what’s the best way to get as many eyes on it as possible?
Why do I Need to Know about Newswires?
Simply put, you could be missing a trick if you’re not already making the most of newswire services. In an increasingly competitive media industry – especially in the digital age – so many journalists and reporters look to newswires and news agencies for the foundation of their news copy. Thus, journalists can spend their time producing top-tier editorial content – taking baseline press releases from newswires and adding their own unique flavour (with high-value editorial links to the source as a bonus).
If you’re a public relations professional, a business owner, or anyone with news to share – newswires are really worth getting your head around. Despite existing almost forever, the truth is we still use them almost every day in PR – which is why knowing what they are and how to use them is really worthwhile.
Your News Reaches a Wider Audience.
The most obvious benefit of a newswire is its ability to distribute a press release worldwide, quickly, and efficiently. If broadening your audience is a goal, newswires are a safe bet in doing so!
No Need for Journalist Contacts!
Even without journalist contacts, you can get your news on the desks of the right industry professionals, who can then broadcast your business in front of brand-new customers and potential investors. Whilst the big companies might already have a phonebook full of industry contacts – start-ups, small-medium business, or companies looking to expand their PR strategy might not be friendly with the right people yet, and feel a little lost when it comes to knowing how to get their news out there.
All Eyes on your Press Release
It’s not uncommon for journalists’ inboxes to look a little overwhelming, thanks to the sheer volume of emails they receive every day. Since newswires usually distribute syndicated news copy via a technical system that notifies editorial offices directly, they have a significantly higher chance of being seen and picked up by journalists, and less chance of being lost amongst the spam. Through newswire distribution, you don’t rely on a specific journalist to monitor their inbox, rather all journalists in the subscribed editorial offices can access the notification systems.
Turbo-Charge your SEO
Distributing your news via a newswire can significantly improve your search engine rankings. Many media websites display newswire notifications directly – so your news is published automatically. Since you provide the copy, newswires can be a really efficient way to get brand exposure, generate backlinks, and increase search engine visibility.
Top Tips and Best Practices
Are you ready to integrate newswires into your public relations strategy? Before you get started, here are a few things we recommend:
Prioritise Quality Content
The most important part of distributing a press release via a newswire is making sure the press release itself is top-drawer. Journalists are constantly scouring the media wire for newsworthy content that will interest their readers, so sharing exciting and important content is vital to improving your chances of being picked up.
Ensure you stick to standard press release format and make your content irresistible with a powerful headline, images, and links to your brand. Content that is engaging, newsworthy and full of implied links, brand mentions and backlinks will give you a much better chance of generating editorial placements on high authority news platforms, as well as driving your SEO when syndicated across newswires.
Having perfected your content, your next step is to determine WHEN to release it. Sending your notification at 6:00am will see your exciting news buried deep amongst an inundation of press releases – instead, consider choosing a less popular time of day to ensure you appear high up in the system.
When it comes to PR strategy, there’s no one-size-fits-all solution. The same
A Great PR Team Goes a Long Way
If newswires still sound a little confusing or time consuming, collaborating with an outside PR service can support you in making the most of your distribution options. A team of distribution experts, like our team at PR Fire, will submit your press release to one or more wire services, leaving you to concentrate solely on the content. All press releases from PR Fire are syndicated to a number of prestigious newswires, including Reuters, Dow Jones Factiva, and Market Watch.