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Disseminating press releases is a tried-and-true method to inform the public about news and developments in a company or organization. However, one often faces the question: Should you release the press release for free through online platforms or strategically send it to editors? Both approaches have their pros and cons that should be carefully considered.
Free publication of press releases through online platforms offers extensive reach. Numerous services allow you to disseminate your message to a broad readership. This can be particularly attractive for small businesses with limited resources. However, there is a risk that the release might get lost in the volume and be overlooked by relevant editors.
Strategically sending press releases to editors requires more effort but offers the opportunity for targeted coverage. Directly reaching out to journalists and editorial teams increases the likelihood of your release being picked up by relevant media outlets. This is especially important if you want to target a specific audience or industry.
Both approaches require an audience-centric approach. Consider which platforms or editorial teams are relevant to your industry or topic. A well-crafted press release that addresses the interests of your target audience increases the chances of successful dissemination.
An effective strategy could also be a multi-channel approach, where you publish your press release both through free online platforms and strategically send it to selected editors. This maximizes visibility and increases the chances of your message being picked up by various media outlets.
Ultimately, the choice between free publication and targeted distribution to editors depends on your goals, resources, and the nature of the news. A well-thought-out strategy that leverages the strengths of both approaches can lead to successful dissemination of your press release.