Comments on: The “Magic” Behind PR Wire Distribution

By: A New Battle Emerges: Journalists v. PR Pros : Jason Kintzler

A New Battle Emerges: Journalists v. PR Pros : Jason Kintzler — Wed, 18 Jan 2012 04:09:06 +0000

[...] on sites like Bloomberg or Forbes – but not accessible by a single consumer directly. See Magic Behind PR Distribution for more on [...]

By: Mandy Vavrinak

Mandy Vavrinak — Wed, 09 Feb 2011 21:14:42 +0000

Jason(s), I think the key here is knowing what you’re after, as Jason K mentioned in his post. It’s a question I always ask clients… what do you want to accomplish with this initiative? Then I ask them, “Why? Why is that important?” because that is what tells me whether the real goal is getting ready for an IPO, generating leads, finding quality employees or sales people, breaking into new markets, etc., etc. The answer is never really, “Get media coverage,” is is?

By: douglaswilliams

douglaswilliams — Wed, 09 Feb 2011 16:08:53 +0000

I’m not persuaded that newswire distribution affects direct coverage in any significant way. But my experience has been that it does have two important benefits. First, every time we go out on the wires, our clients move to the first page of Google and stay there for a little while; the guess is that because we’re being picked up by respected sites (CNN, Forbes, business journals, etc.), we’re seeing the advantage of quality link-backs. The other benefit is that our clients are getting media calls not necessarily about the content of the release, per se, but about issues in their respective industries. That suggests newswire distribution can play a role in expert development and expert content marketing.

By: Sarah Skerik

Sarah Skerik — Tue, 08 Feb 2011 21:33:53 +0000

Jason (both of you) good comments and well taken. In my mind, whether you’re talking about traditional media relations or social media, the best solutions many times aren’t the easiest. Someone has to bust their butt. Period. And you’ll never hear me say that using a commercial wire is the end-all be-all. There’s a reason why the jobs are called public *relations* and media *relations.* Cheers.

By: Jason Kintzler

Jason Kintzler — Tue, 08 Feb 2011 19:12:10 +0000

Falls – I hera ya. We talk a lot about measurement here. It can’t just be about advertising equivalency or impressions anymore. Plus, we have to provide more value to brands than just being their voice. We must be their eyes and ears too. This, coupled with creative storytelling and some “bust-ass” can help PR take a bite out ad budgets, something the industry should embrace wholeheartedly. Thanks for blessing this post with your mad skills.