Unfortunately, our newswire partner, PR Newswire, which charges nearly $1000 to issue a 500-word press release, charges us for every press release we issue. While we would love to issue a free press release for you and show you how great our service is, we just cannot absorb the cost required to do so.
There is no magic day for issuing a press release. The reason for that is this: if there was a “best” day, it would quickly become the worst day, because insiders would tell their friends and colleagues, and more press releases would be published on that day, increasing competition for journalists’ attention. For example, if Tuesday was the “magic day” in the industry, every publicist would soon learn that, and you’d see a huge spike in volume on that day, which would overwhelm journalists, making Tuesday the most competitive day to issue press releases.
You find a lot of publicly-traded companies as well as the U.S. government issuing bad news after 5PM on Friday. But guess what? Every Monday morning, those stories are right there on the front pages, so they’re not fooling anybody. Journalists are paying attention every day of the week. At SendPressReleases, we issue press releases Monday through Friday, because we find that most journalists are working a Monday through Friday schedule. Therefore, it’s most efficient to work on a Monday through Friday basis.
On the weekends and overnight, you’re dealing with a skeleton crew of media, and they’re going to be hyper-responsive to very important news and leave all other news for the regular shift. Our clients’ news, for the most part, is not breaking news. In short, there is no magic day to issue your press release.
Regarding time of distribution, SendPressReleases schedules its press releases for morning distribution. We have no facts to justify our position but we believe it makes sense to have your news in the inbox of subscribing journalists when they sit down for that first cup of coffee in the morning.
We work on a next-business-day basis, so be sure to submit the day before distribution, by 6pm ET for editorial review, or 10pm ET at the latest. Releases are scheduled to go out before 9 am ET in the morning. A release will not be delayed unless we are missing something important - for instance, a headline, dateline, media contact, or something that needs editing prior to sending - and our editors will let you know if the release is placed on hold as soon as we can. That's why we recommend submitting by 6pm ET, so we have time to review and make sure everything is all set.
The purpose of a press release is to make media members aware of your news in hopes that they will turn it into a news story and thus spread the word to their readers: the public. Press releases can be effective marketing tools in that they allow clients to control the message being transmitted to the media, and by extension, the public at large.
You can try to go directly to PR Newswire, but you won’t get the service we provide unless you’re willing to pay thousands of dollars per month. That’s because they have their traditional, high-priced service which we subscribe to. You can try that service if you wish, of course, but we’ll still be here when you come back and want to get effective distribution of your press release.
(1.) email submission directly to subscribing journalists. (2.) posting on websites, making available to search engines and social media. (3.) distribution on a major newswire of press releases, which is by far the most important of the three. Most of our competitors do NOT issue press releases over a newswire of press releases. While they may say that they send their releases to the Associated Press, Reuters, or UPI, it is important to note these are not traditional newswires of press releases but newswires designed to send licensed content they’ve written to participating newspapers. This is a critical difference that many competitors use to mislead customers into believing they will receive traditional press release newswire distribution when they will not. A true newswire of press releases will run your press release over a mechanism that is being fed to newsrooms across the country. This mechanism includes dedicated terminals that stream newsfeeds, special feeds on a corporate intranet, as well as private newsrooms on the Internet for journalists who are working remotely. SendPressReleases issues press releases over PR Newswire, which is the oldest and largest newswire of press releases in the country. Most Fortune 1000 companies and nearly all publicly traded companies use a major newswire of press releases because they recognize that is the most legitimate and widespread mechanism for reaching the media.
SendPressReleases guarantees that your release will be distributed through the oldest, largest, most well-respected newswire for press releases in North America — PR Newswire. We’ll provide you a complimentary report as proof. Because media members themselves are the arbiters of what is considered newsworthy for their readership, SendPressReleases cannot guarantee media coverage. Remember that even PR firms commanding $15,000 monthly retainers are unable to guarantee media placement.
We believe having any more than five links in the average 500 word press release runs the risk of interfering with readability and may be viewed by search engines as a possible red flag. We believe you should list your url (offset in parentheses) after your first company mention in a press release, as well as in the boilerplate (“About Company” section) of your press release and perhaps in the contact information. You can certainly include links to particular products or services when mentioned as well as any files you may want to highlight.
You can also include anchor text, also known as link label or link text, in which you have a keyword or keyword phrase that links to a webpage. Some of the newswire’s partner websites will respect these links, but some won’t. Please note that we believe it is best practice to include the actual url, and omit anchored text. Anchored text within press releases can trigger Google’s updated Link Schemes Document, which considers anchored text to be unnatural.
Keep in mind that we tag all links, anchored or not, as “nofollow”. Regardless of the type of link that you choose to include, these links will not be indexed by search engines. We stand behind Google in affirming that press release issuances should not affect SEO.
Images and a video may be included either as simple links within the press release, or they can be embedded in the body of the release.
Simple Linking Option (no additional charge)
You may include up to two images which will be linked by the newswire within the body of your press release. Also, you can place any type of link within your press release, including links to videos, pictures, PDFs, and other types of multimedia files.
You may also choose to have up to two images or a single video embedded within the body of your press release. You will upload the image and/or provide us with the link to a video during the ordering process, and these multimedia files will be embedded into your press release. The embedded multimedia file will be viewable on hundreds of websites (for images, over 2000 partner websites support embedding, and for videos, over 700 partner sites support embedding). The total number that pick up your release will vary depending on industry and subject matter.
The newswire has it’s own very specific formatting requirements. There are formatting issues with both the newswire as well as the newswire’s partner websites that accept and re-publish these press releases. Therefore, we must send the press release in a format that is acceptable to the newswire.
We recommend that you include links after the first mention of your company, and in the “about” or boilerplate section of your press release, as well as with the press contact. And if you mention specific products or services where a direct link to an internal page on your website would be advantageous, we recommend including such a link there. Anything more runs the risk of appearing unnatural and may alienate journalists and search engines alike. It’s just a matter of finding the right balance. But to summarize, there is no limit to the number of links you may have in your press release.
The great thing about press releases is that lots of people do see an increase in visibility on the search engines just because of the fact that your company or product name is mentioned in a press release that’s out there on a lot of different websites. If you get any SEO benefit from press releases, and we know a lot of customers who swear by it, we think it should be viewed only as a temporary side effect or bonus. It should NOT be the reason for doing press releases. The goal for press releases should be to get that media coverage, and to stay committed to the process of engaging the media with varying types of press releases. We believe that the SEO game is just that. If press releases were a magic wand in which you achieved long-term rankings, Google would change their algorithm. Google is smart, and we think that rather than “gaming the search engines,” you should simply issue great content, make sure you put those press releases on your own website, because they are keyword-rich, with a lot of great content, and you are the author, but we wouldn’t waste any time chasing press release services that promote that they can have you rank on page one of Google, because you will generally see that happen for your company and product/service name anyway.
Note: A company that touts that they’ll get you on the front page of Google isn’t a real press release company; they are an SEO voodoo company, and that’s another red flag indicating that’s not a company that you want to work with.
SEO typically isn’t something that you should be focused on when creating your press release. A better approach is writing something for the end-users of the press release, which is journalists, possibly bloggers in your industry. By doing that you will have your important keywords in your release in a natural progression. If there are acronyms or buzzwords in your industry, you may want to initially mention the full name a bit more.
One of the things that we find ourselves doing when we write about press releases is that we use the word “release” instead of “press release” or “news release” — so one of the things that we are conscious of is to go back and edit our copy and use the full phrases a few times in the copy. And that’s it; that’s all you should focus on.
What we do at SendPressReleases is to optimize press releases for search engines. We take care of the title tags, H1 tags, meta descriptions, and other things to make sure that the search engines can discover the release, but we don’t do any “black hat” or deceptive SEO stuff in an attempt to influence the search engines. The moment that you do that, you are likely violating the terms of service of the search engines and they can detect this stuff pretty quickly. So we just make sure that it is coded in a way that is easy for the search engines to read and understand. When it comes to writing the press release, we don’t think you should even focus on the search engines, other than going back and briefly reviewing your keywords and making sure that they appear in a natural way. If you find that your keywords are appearing too often, you should go back and omit some of them, so that it doesn’t appear as though you are “keyword-stuffing” your press release, which will result in search engines ignoring or penalizing your content.
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