The 12 Ironclad Rules for Issuing Press Releases

Rule No. 8: Use Quality Distribution Channels

Cheap distribution is not good, and good distribution is not cheap. Distribution costs money, plain and simple.

There’s a lot of squabble online about which press release distribution service is the best. Speaking from personal experience, there is only a handful worth using.

I’ve nailed Wall Street Journal time and time again using Berkshire Hathaway’s Business Wire, but it costs $400 or more for a release with a 400-word limit. (They charge you for every 100 words after that.) You’ll also pay a pretty penny to add photos, videos, social media signals, and so forth.

Marketwire gets decent traction and features an awesome dashboard with good analytics. PR Web is the most profitable of all distribution services but still charges nearly as much for tier-one distribution as the other services.

As for add-ons, you get more bang for your buck on PR Web because you can add videos, images, and hyperlinks for free. Other services to consider include: PR Newswire, B Wire, and 1888PressReleases.

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