This post has been a long time coming.  Client work and family life keeps getting in the way, but the online distribution universe changes so fast, and I’ve received so much goodwill as a result of the previous two versions of my online news release distribution reviews that I had make the time to write this update.

Let’s take a look at a some good reasons to distribute your news releases online:

1. By including a link in your release, you’re building inbound links to your web site.
2. Your news is being spread beyond the boundaries of your web site, increasing the odds of it being seen by your audience.
3. There is the possibility that it will be seen by new media or traditional media, leading to coverage from these outlets.  This isn’t something I ever count on, but it does sometimes happen.

Disclaimer: There have been occasions where I have been given free “try out” release distributions. I do accept these because they allow me to sample different services, but I do my best not to let them sway my judgment in the review.  I consider it the same as a product reviewer accepting a sample product.  Disclaimers about specific services can be found within their reviews.

So, which is the best place to distribute your news releases to reach your goals? Below is a review of what I consider the best of the best, both free and paid. Feed free to add your own via comments!

Premium News Release Distribution

PR Newswire (PRN)
Cost: Varies, starting at $170 for a 400 word release
Review: PR Newswire has been around in one form or another for more than 55 years.  They market themselves as being a mainstay among reporters and news organizations, and are recently pushing their ability to get news to bloggers via their opt-in distribution lists.  They also do a good job of distributing your release for use on other websites.  Your release will rank well on Google News for your keywords, and you’ll get plenty of quality backlinks.

The problem with PR Newswire has always been cost. They have a yearly fee that you have to pay for the privilege of paying more to post your releases.  They have been known to waive that fee for small businesses, so be sure to ask if you qualify.  Releases start at $170 for distribution on their city or state wire, with an additional charge for every 100 words after that. That’s for a short release of 400 words, though, and they charge you for each word after that.   At that price, the distribution to the media is limited.  If you want distribution to nationwide media, you’ll pay almost $650 for a single release.  With all of this said, I do think PR Newswire does a great job getting the word out to the media, and as I’ll say in a number of cases during this review — you get what you pay for.

BusinessWire
Cost: Varies, starting at $180 for the first 400 words, or $175 for EON distribution
Review: Business Wire has become my “go to” service for clients who have the money to pay for premium distribution. As with PR Newswire, their service is not cheap.  A basic citywide distribution will cost you at least $180 for the first 400 words, with an additional charge for every 100 words after that.

A basic release from BusinessWire will generate quality links for your release, and plenty of them.  The version of your release on the Business Wire site will rank on Google and Google News, but I’ve never been overly impressed with how well it ranks.  Generally speaking, the sites they distribute TO will rank better than the actual Business Wire version.  The good news is that Business Wire has a long list of sites that automatically will run your release, and after your distribution they will send you a link that will show you all of those sites.

One thing I should also note is that releases I have posted on Business Wire HAVE resulted in legitimate coverage on blogs and other new media sites.  What I mean by this is that rather than just posting the release verbatim, the bloggers or new media journalists have rewritten it or contacted me to learn more.

New for 2010 from Business Wire is a different pricing plan for their EON release distribution.  The EON platform, launched several years ago, is designed with social media and SEO in mind.  EON releases rank well on Google and Google News.  You can include images and videos, and style your release using HTML.  Previously, EON was an add-on to standard geographic distributions, but starting January 1, 2010, you can purchase it separately for $175.  A word of caution, however: with an EON release, your release is NOT distributed to Business Wire’s online partners.  It will only be posted on Business Wire’s site.

PRWeb
Cost: Packages range from $80 to $360
Review: When PRWeb was launched in 1997, its owners seemed to realize that releases would become more than a tool for sending news to the media.  They were correct, as releases are now a means of pushing news to your audience and pulling them back to your web site.

The two benefits of PRWeb are SEO and price.  Your release will rank very well on Google and Google News, and they do distribute to many of the same sites as PR Newswire and Business Wire.  While you may not receive as many backlinks as with the two services reviewed above, you also won’t pay as much.  Distributions on PRWeb start at $80, and range up to $360.  My personal favorite is the $200 package, which offers a nice mix of cost and features.  Additionally, they don’t charge per word, so a longer release will cost the same as a short one.

All PRWeb releases include live links, feature quotes, and a framed view of your web site below the release text.  Starting with the $200 distribution, you can also utilize anchor text links, which help greatly with your site’s search rankings.

Budget News Release Distribution

Online PR News (OPN)
Cost: $12 (free releases available)

Disclaimer: Since the last time I updated my review of online news release distribution, I have begun partnering with Online PR News on their podcasting service. I have also consulted with them on marketing in the past. In return for my consulting services, I receive complimentary distributions.

Online PR News is a relative newcomer to this stratosphere of distribution services.  Founded by two SEO content producers, the site naturally focuses on helping you publish a release that ranks well in the search engines.  The site has installed many upgrades for 2010, and has in turn raised its prices.  Free ad-supported releases are available that include one backlink, but with the low cost distribution beginning at $12, there’s no reason not to ditch the ads.

OPN has taken many cues from PRWeb in its release design, with each paid release receiving a pull quote and a frame below the release text that shows your web site.  Paid releases at the $12 level can also include user images, and releases at the $49 level and up can embed YouTube videos.  At the $349 level, you not only receive their maximum visibility and distribution, you also receive release editing services AND distribution via PR Newswire.

OPN does not yet have the push to other sites that Business Wire, PR Newswire, or PRWeb offer, but their prices are attractive and the OPN version of the release will rank very, very well on Google and Google News.  This service is definitely worth trying out.

PR Leap
Cost: Distribution starting at $49
Review: Started several years back as a free service, PR Leap has grown into a full service paid distribution site.  New for 2010 is a feature called PRTube that allows you to embed your release on a web site or blog using a code much like a YouTube video.  Additional services include Google News distribution, text links, and submission to (but not guaranteed usage by) outlets like the AP and UPI.  My previous experiences with PR Leap have been good ones, with their releases ranking well for my keywords.

PR.com
Cost: Distribution starting at $30 (free option available)
Review: The first thing you’ll notice about PR.com is the AWESOME domain name.  It doesn’t get any better than that.  The second thing you’ll notice is a slightly confusing web site set up.  I don’t normally distribute using this service, so I in writing this review I needed to go back to check pricing information. It took about 10 minutes to find the pricing page, which is about nine minutes too many.  The major issue is that the site has lost some of its focus on release distribution and is now also posting job listings.

Aside from the navigation and focus issues on the site, distribution from PR.com appears to be quite solid.  After running some Google searches for releases posted there, I found that the site does help spread your release to a number of other sites.  Distribution costs start at $30, but after perusing the options at that level, it appears that you’d really need to spend $50 to get much distribution to other sites.  A free option is available, but is ad supported.

PRUnderground

Note added 10/29/10: PRUnderground has recently increased their prices and changed the services offered at their various pricing tiers.  This review is updated to reflect that change.

Cost: Distribution starting at $19.95
Review: PRUnderground is one of the more successful of the sites using a social media approach to distribution.  At the $19.95 level, you get distribution to other sites, but not to social networks.  Your release will also have advertising on it.  At the next level, $49.95, you get distribution to other sites and social networking outlets, and the ads go away.

Distribution from PRUnderground focuses on channels such as Twitter, Facebook, Digg, and Moreover.  The technique seems to work, as the releases from PRUnderground that I tested by searching for them in Google did seem to get distribution beyond the PRUnderground.com site. You can also embed a YouTube video, and a preview of your web site is shown in a frame below your release text.

Other paid distribution services: Marketwire, PRBuzz, 1888PressRelease

Free News Release Distribution

Fewer and fewer sites offer quality free distribution anymore.  Here are some of the better options:

PRLog
Cost: Free (ad supported)
Review: PRLog has been around for years, and despite the unattractive layout of the site and its releases, it’s hard to beat the rankings they achieve for releases posted at this Romanian-based site.

A couple of years back, PRLog branched out from news releases and started offering job listings as well (is this a trend?), which cluttered up the site considerably.  Despite my cries that I’m going to stop using the site, I keep coming back.  If you can tolerate the look and feel of the site, it’s something worth considering.  It’s one of the last truly free release distribution services that isn’t neutered, as they include a user-uploaded image, some customization (bolding and italics), and the first three links included in your release will be live.

24-7 Press Release
Cost: Free (ad supported), with a $49 paid option
Review:24-7 Press Release is another of the sites with free options that I have on my roster for secondary distribution.  Generally for a client, I post on one of the premium paid sites such as PRWeb or Business Wire, and then I post versions of the release with different headlines on some of the free sites, such as this one.

One of the only major downsides to 24-7 Press Release is that they hold your release for a day or two before they post it on their site.  However, if you pay for immediate distribution, they review it pretty quickly.  Once live, your free release will rank well on Google and sometimes Google News.  Links in the release body are not an option unless you pay for the upgraded release, but a link is included in a small company profile box.  Their paid option of $49 includes enhanced SEO benefits such as anchor text for links within the release.

Wikio
Cost: Free
Review: Wikio is actually meant more for articles and for sharing links, but it can also be used to post your news release content.  A voting system similar to Digg is utilized.  When setting up your release, you can post anchor text links and format your release in many of the same ways you can when using a paid service.  There’s no additional distribution beyond the version posted on Wikio, but that version does seem to rank fairly well in Google.

I-Newswire
Cost: Free (ad supported) with paid option
Review: Going the route of many of the free release sites, I-Newswire has neutered its free options and increased its paid options.  Their free releases no longer include a link.  That will cost you $35.

The Open Press
Cost: Free (ad supported) with a $10 paid option
Review: This is a great free distribution site, with one downside — signing up is extremely ponderous.  Currently, you cannot sign up on the site.  Instead, you have to send an email and request to be registered. The explanation given is that they’ve had issues with spammers.  Once you go through that process, however, the site is very good.  It looks businesslike, and the releases posted there rank well in Google web search.  Tasteful ads are placed on your release.  They can be removed by paying $10.  The site’s owners truly review your release before posting it (unlike some sites who say they’re reviewing it, but really want you to pay for expedited distribution) and WILL reject releases that they don’t feel meet their standards.  I know this from experience.

PressReleasePoint
Cost: Free to post on their site (ad supported) and $15 to distribute elsewhere
Review: This site sounds good on the surface — they post your release on their site for free, and for $15 they’ll post it on 50 free distribution sites.  I have not tried this service, but it concerns me.  Google’s duplicate content rule may come into play after the same content is posted on that many sites.

Another problem is the site itself.  Previously, it had a number of layout problems.  Some of those have been fixed in the past year, but what hasn’t been fixed is that the web site itself is riddled with grammatical and spelling errors.  My suggestion to the owners is that they have a professional copy editor go through the site with a fine-toothed comb.

One thing I do like on their site is the comprehensive list of more free and paid sites than I can possibly list here.  The list is found here.

PitchEngine
Cost: Free (no ads)
Review: PitchEngine is a bit of a conundrum for me.  The site, which features a slick social media news release format, has numerous fans.  However, while the version of the release on PitchEngine ranks rather well on Google, there’s no Google News distribution.  The site has had it in the past, but has lost it several times.  Additionally, releases posted using the free option expire after 30 days.  To have them posted permanently costs $35 per month.  To get the full benefit of the site, with a custom newsroom and permanent hosting, will cost you $50 per month.  I’m not certain what happens if you pay your subscription for a year, post releases, and then decide not to renew.  If anyone can tell me whether those releases then expire or not, I’d be happy to update this review.

The bottom line is that while PitchEngine has many loyal fans, I’m not really one of them.

Other free distribution sites: PR-USA, PostaFreePressRelease, Express Press Release

The Best of the Best

So, which of these sites do I think are the BEST?

Premium Release Distribution: PRWeb and Business Wire (Tie)
It’s hard for me to pick between these two, so I’m taking the easy way out.  PRWeb does a better job of ensuring your release ranks well and generates some backlinks.  Business Wire, however, will make sure your release receives loads of backlinks.

Budget Release Distribution: Online PR News
With budget distribution services, you normally won’t get a lot of distribution, so I’m judging how well the version of the release on the distribution site ranks on Google and Google News.  OPN gets you VERY good rankings with both, and they’re continuing to expand their offerings.
(Honorable Mention: PRUnderground)

Free Release Distribution: PRLog
I keep trying to replace them on this list because I wish they’d do something to clean up their site, but it’s hard to argue with a free release service that offers their features, and will get your release excellent search rankings.
(Honorable Mention: Wikio)

Disagree?  Agree? Want to talk about another distribution service (preferably not one you work for)?  Please let me know about it in comments!

If you appreciate the work it took to compile these reviews, please be sure to “retweet” it using the button at the top of the page, or post it on one of the services below!

Wednesday, April 22: Society of Professional Journalists (Virginia Pro Chapter)
I’ll be part of a roundtable discussion called “Tweeting the Future”, on how journalists and media outlets can better use social media.  More information is available in this calendar listing on Richmond.com. The discussion will be part of the organization’s monthly meeting, and is closed except to members and guests. If you’re an SPJ member or know someone who is, try to be there!

Location: Capital Ale House (623 East Main Street, Richmond VA)
Time: 7 p.m.

Tuesday, April 28: American Recovery & Entrepreneurship Workshops
Organized by the U.S. Small Business Administration and The Thomas Jefferson Partnership, along with the Central Virginia Small Business Development Center, this is the first in a series of seminars that focus on helping small businesses survive and thrive. The title of the seminar is “Marketing your Business in an Economic Downturn”. I’ll be discussing different PR and marketing strategies that small business owners can use, including traditional media relations and social media.  The seminar is FREE, but space is limited. For more information, call 434-295-8198.

Location: Albermarle County Office Building (1600 5th Street Extended , Charlottesville Va)
Time: 8:30 a.m. to 10:00 a.m.

Wednesday, April 29: New Media Seminars
I posted about this event previously. You can read more HERE.  To recap, this is the latest in a series of new media seminars organized by Madison+Main.  I’ll be discussing how social media has changed public relations in the last 10 years, and how businesses can use Social Media PR techniques. For more information, including registration and cost, visit the New Media Seminars website.  Registration closes on Friday, April 24!

Location: Holiday Inn — Koger Center (1021 Koger Center Boulevard, Richmond, VA)
Time: 9:30 a.m. to 2 p.m.

As I got over that thought, I started pondering all of the ways that PR has changed since I started in the industry.  This pondering led to my post last week, 10 Dead or Dying PR Tactics, about common PR tactics we practiced 10 years ago that aren’t practiced anymore.  I decided to write this sequel on common tactics practiced today that weren’t even thought of 10 years ago.  If the tactics I wrote about last week are dinosaurs, these are newborns!

Please add your own suggestions in comments!

10 Newborn PR Tactics

10) Reputation Monitoring: I understand this isn’t an entirely new tactic, but who could have imagined the WAY we’re monitoring reputations today?
10 Years Ago: In existence, but in a different form

9) Corporate Web Videos:10 years ago we sent out Beta tapes or booked satellite time to deliver client video and video news releases to journalists. Today, we create YouTube channels and make our video clips available for download in HD format from corporate websites.
10 Years Ago: Nonexistent, but corporate video was available in a different form

8) Corporate Podcasting: As mentioned above, the Internet has simply changed the way we deliver our content.  10 years ago, I was known as one of the early practitioners of the simple nationwide Audio News Release (ANRs … also called Radio News Releases or RNRs).  I recorded interviews with clients through the phone, cut the audio into soundbites using a simple digital editor, and made those soundbites available through a voicemail line.  The audio quality was so-so due to the layers of telephone sound.  Today, you can record high quality sound in your office and easily make it available via the web to whoever wants it.  Much more efficient than a voicemail line!
10 Years Ago: Nonexistent, but corporate audio was available in a different form

7) Viral Marketing: Who doesn’t want their company or client content to go viral?  Getting an article, blog post, web video or whatever to spread on its own through social media sites or email is a dream!  10 years ago it WAS in existence.  It was called “word of mouth” advertising, and it’s been around since we’ve been able to talk.  The web got involved later, and changed it forever.  Per Wikipedia, the term was coined in the late 1990s and was used to describe Hotmail’s practice of appending advertisements to the end of free email accounts.  The tactic wasn’t, to my knowledge, used by any significant number of PR pros until much, much later.
10 Years Ago: Gestating

6) Corporate Blogging: For years, we’ve wanted reporters and influencers to know our executives  personally.  Ten years ago, we took those bosses or clients on meet-and-greet tours with reporters.  That’s still a valid strategy, if you can find reporters who have time for it.  Another way to achieve this goal is to launch an executive blog.  That’s just one of the myriad of uses for corporate blogging.  Others include link building and SEO, news release distribution, and as a home for podcasts and web videos.  Per Wikipedia, the term “weblog” was coined in 1997, and was first shortened to “blog” in 1999.  Corporate blogs really didn’t start to explode until a few years ago.
10 Years Ago: Gestating

5) Blogger Relations: Once there were enough bloggers out there writing about enough topics, and enough people were reading them, we PR people started to realize that … OMG, WE NEED TO PITCH BLOGGERS!  From what I can see, there’s not much rejoicing going on among bloggers about that realization.
10 Years Ago: Nonexistent

4) Web Design: Sure … websites existed in 1999.  I started my first web business in 1998, and I certainly wasn’t the first one.  However, I agree with Sara Evans’ recent blog post that today’s PR pros need to have at least a basic knowledge of HTML code.  Optimizing and even simply improving the look of our postings, whether they’re on a blog, Facebook, or on a news release distribution site, is part of our job now.
10 Years Ago: Nonexistent, at least as a PR tool

3) SEO PR, or PR for Search Engine Optimization: Keyword optimization has been around as long as the Yellow Pages.  Ever wonder why company names like AAA Auto Repair were chosen?  Yup … it was so they’d be at the front of the book.  SEO, meanwhile, came into being in the mid-1990s, as businesses tried to get to the top of Excite, Yahoo, and Lycos.  Using tactics like online news release distribution and keyword optimization of news releases, PR pros got into the act a handful of years ago.
10 Years Ago: Nonexistent

2) Social Media News Releases: There’s still a lot of discussion going on about whether this is the best format for a release.  I’m on the side that believes the old narrative format can still be used, while at the same time using some of the elements of a social media release.  Essentially, when I write a formal news release (something I’m doing less and less) I use a hybrid, which you can check on on my news release page.  However, whether you’re a practitioner of the social media release or not, I think we can all agree that this was not a tactic we were using 10 years ago.
10 Years Ago: Nonexistent

1) Social Media … anything: You can’t get away from the phrase “social media” these days.  Hard to believe it didn’t exist in any significant form 10 years ago.
10 Years Ago: Nonexistent

Honorary Mention:
Online News Release Distribution: I left this out because it’s a tool for SEO PR, but it can be used for non-SEO purposes as well.  PR Newswire has been posting its releases online for a while, but it wasn’t until the RSS feed gained wide use a few years ago that those releases could easily spread around the Internet … which is at least half of the point of posting an online news release!

Note: I’m sure there are some PR pros out there who were using some of these tactics 10 years ago.  If you have, then kudos to you … you were ahead of the curve!

So, at the risk of sounding incredibly old, I present:

10 Dead or Dying PR Tactics:

10) Newspaper-based Media Relations Strategy
Newspapers are dying. Circulation is down. You can’t wrap your media relations strategy solely around trying to get print coverage anymore.
Status: Alive, but poor strategy

9) Deskside Reporter Meetings
These are the sit-down meetings where you get to know reporters and/or pitch them in person.  My friend and former boss Jon Newman recently wrote about desksides, saying they’re dying.  I agree.  In a “former life” I flew from Richmond, VA to New York City on a semi-frequent basis for these meetings.  Now, reporters (particularly the print ones) are ridiculously overtaxed and even more jaded than I remember.  You will occasionally find journalists who appreciate the face-to-face time, but there aren’t many left.
Status: Hard to find

8) Media packets
I would put this tactic in the “nearly dead” category.  You still see plenty of them.  Just one man’s opinion, but I don’t consider glossy packets a good use of money for most organizations.  I’d sooner build a micro-website or even a Facebook page.
Status: Alive, but IMHO a waste of money

7) Video news releases (VNRs)
These are still around, but they’re not nearly as popular as they were 10 years ago.  The Bush Administration essentially killed this tactic.
Status: Alive, but hard to get results

6) Audio news releases (ANRs)
This tactic, which I actually promoted as a service when EndGame PR was first founded, was always the less popular younger sister of VNRs.  While I’m not aware of the Bush Administration getting in trouble for ANRs, they basically died at the same time as VNRs.  They’ve been replaced somewhat by podcasts or web audio soundbites used in social media news releases, but you can still find stations that are willing to accept them.
Status: See #7

5) Media Map
For those of you who aren’t familiar with this tool, it was a server-based media directory.  It was horrendously expensive compared to today’s web-based directories.  I recall the president of the firm where I worked being elated when I discovered we could save about $40,000 every year by switching to the web-based Bacon’s Mediasource.  Oh yeah … I got some major brownie points that week!
Status: Replaced

4) Blast faxing
Remember when we used to pay services to send our releases out to hundreds or even thousands of news outlets?  Who faxes anymore?  I have a fax machine.  I rarely use it.
Status: Replaced

3) Mailed Newsletters
These used to be very popular, but have been replaced by email newsletters that should be backed up by a blog. You’ll likely see a trend in this list. I consider anything that involves using snail mail to be outdated.
Status: Replaced

2) Bacon’s Media Guides
I’m not talking about the online media directories.  I’m talking about the paper media guides … the books.  I believe they’re still available in some format but, really, if I have to explain why the web-based versions are better then you need to take a course on the “Internets”.
Status: Dinosaur

1) Mailed Reporter Pitches
It’s hard to believe, but if you hunt through the “pitching preferences” in the media guides (the web-based ones of course) you’ll still find some reporters who say they prefer mailed pitches. This is another way of saying, “Don’t pitch me”. However, there was a time before email was widespread when it was a legitimate way to pitch.
Status: Doornail, as in “dead as a”

Honorable Mention: Peter Shankman claims the news release itself is dead, or will be soon, with the exception of financial releases.  I disagree.  I believe the release is still alive and well, but is in a different form than it was 10 years ago.  I believe online distribution has saved the release from becoming a dinosaur.  We’ll give it a couple of years and see who is right!

Note: Plenty of people DO still use some of the above tactics.  I’m not writing this list to offend anyone.  If you’re successful … I’m not judging!

Be sure to read the follow up to this post: 10 Newborn PR Tactics!

COULD A BEDSIDE SHOTGUN RACK HAVE SAVED JENNIFER HUDSON’S FAMILY FROM TRAGIC DEATH?

Chicago, IL (MMD Newswire) October 28, 2008 — Tragedy strikes in a Chicago home leaving 3 people dead and an Oscar winner forced to identify the bodies of her family.

Jennifer Hudson’s mother and brother were gunned down in their home Friday.  Could an invaluable device have saved their lives?  It’s called The BackUp and it is a bedside shotgun rack.

Nevermind that the murders took place at the front door and a shotgun in the bedroom wouldn’t have done any good at all.  The pitch is horrifically offensive.  If you’re a PR person reading this blog — please don’t do this.

My friend was bothered, however, to find that the entire interview was *also* posted on the station’s website as part of their “news on demand” offering.  He was happy for the extra exposure and felt he sounded okay in the long form version (and he did sound just fine) but the problem was that he was never told about that secondary use.

When you’re being interviewed by a radio or TV station, the interview will either be broadcast in its entirety or cut into soundbites that will be used in newscasts.  A good interviewee knows that different types of interviews should be handled differently.  When being interviewed for a long form piece, you can feel free to elaborate more.  Additionally, when you’re being interviewed for a soundbite interview, you may feel free to cough, clear your throat, or get a drink of water in between questions.

It wouldn’t surprise me to see TV stations starting to do this very same thing, if they aren’t already in some markets.  Therefore, this is just one more thing interviewees need to ask about ahead of time.  It’s also one more reason that, whenever you’re around the media, you should act as if the camera and microphone are on.

News Release Distribution Review 2010

One of the most popular blog posts on this site is my April, 2007 review of online news release distribution services. Because this review is so popular, I feel a responsibility to keep it updated.  I last updated the original post in September, and since then I’ve been promising a complete overhaul.  Now … here it is!

Before we get to the review, I should provide an overview of what online news release distribution can do for you.  When you post a release on a good news release distribution service, they not only place the text of your release (along with a link to your site) on their website, but they also put your release in their RSS feeds.  Those feeds are picked up by media outlets and websites, and are used as content.  Some release distribution services also have digests that are sent to reporters.

There are two major benefits to news release distribution.  One is that it’s a way to distribute your release to the media.  The second is related to search engine optimization (SEO).  When another website posts your release, including the link back to your website, you get a link back to your site.  These links, known as backlinks, are viewed by search engines as votes.  The more quality backlinks you have, the higher you generally rank.  I generally recommend that businesses write and distribute a news release once per month as part of their link gathering efforts.

So, now that we know why you should be using this strategy, let’s discuss which service you should use.  I’m going to break this review into two parts — the pay services and the free services.  We’ll do the pay services first.  In each case, I’ll try to point out changes from my last review.  It’s not my goal to hit every single service in this review, as there are dozens of them.  If you have one you’d like to discuss, please talk about it in comments!

Paid News Release Distribution

PR Newswire (PRN)
Cost: Varies, starting at $180 for a 400 word release
Review: PR Newswire has been around in one form or another for more than 50 years.  They market themselves as being a mainstay among reporters and news organizations.  Out of all of the distribution services, theirs is the one that would most likely lead to news coverage for your release. They also do a good job of distributing your release for use on other websites.  Your release will rank highly on Google News for your keywords, and you’ll get plenty of quality backlinks.

The problem with PR Newswire is cost. They have a yearly fee that you have to pay for the priviledge of paying more to post your releases.  I was told in a conversation with PRN’s president some weeks ago that they’re willing to waive that fee for small businesses, but everyone else has to pay $150 per year in addition to any other distribution fees.   Releases start at $180 for distribution on their city or state wire. That’s for a short release of 450 words, though, and they charge you for each word after that.   At that price, the distribution to the media is limited.  If you want distribution to nationwide media, you’ll pay around $600 for a single release.  With all of this said, I do think PR Newswire does a great job getting the word out to the media, and as I’ll say in a number of cases during this review — you get what you pay for.

PRWeb
Cost: Packages range from $80 to $360
Review: PRWeb has taken a different focus than PR Newswire.  While PR Newswire focuses on the media relations portion of the online distribution equation, PRWeb focuses more on the search engine optimization and link gathering benefits, and they do it very well.  It’s been my experience that if you post with them, you’ll get your backlinks … sometimes from some heavy hitters.  Plus, the release posted on their site will rank fairly highly in the search rankings and on Google News.  They don’t have quite the standing with journalists as PR Newswire, but they’re becoming more and more well known and they do have an additional package that include a special reporter distribution. The big benefit of PRWeb is cost. Pricing for basic PRWeb distribution starts at $80, and goes up to $360.  For what you get, I believe those prices are reasonable.

They have other additional services that cost more, like their brand new online newsroom. I was offered a free trial of their newsroom service, and it’s a pretty good way to have all of your releases in one place, particularly if you don’t have the space on your own site to post all of them.

BusinessWire
Cost: Varies, starting at $180 for the first 400 words
Review: BusinessWire seems to be trying to straddle the space between PRWeb and PR Newswire, offering SEO optimized news releases as well as good media distribution, and they’re doing a good job of both.  Generally, online news release distribution is NOT the best way to get media coverage.  I counsel clients to use it for link building, and if media coverage results then it’s a bonus.  A basic release from BusinessWire will generate quality links for your release, and plenty of them.  One thing I noticed, however, was that the basic release itself didn’t rank very well on the search engines.  You expect an established paid service like BusinessWire to rank above free release services, and that wasn’t the case.

BusinessWire breaks its distribution into levels based on what media will be informed about your release.  The national distribution is the most expensive, with state and city distribution below that.  I recommend looking at the cost of citywide distribution versus state.  There may not be a considerable difference between the two, so the state distribution might be worth the few extra dollars.

BusinessWire offers a fully optimized release that is similar to the one offered by PRWeb.  The distribution, called EON, was originally developed in partnership with PRWeb’s parent company. This release costs an additional $225 above and beyond the regular price of distribution.

While I am very impressed with the number of backlinks generated by BusinessWire releases, time will tell whether they take PRWeb’s top spot for SEO releases.  The primary issue is cost and the lack of a quality ranking for the BusinessWire version of the release.

Online PR News
Cost: $6 (free releases available)
Review: I was contacted by a representative of Online PR News months ago, and was offered a tryout of their service.  It took me a while to get around to taking advantage of that offer, and I wish I’d done it sooner.  Online PR News offers many of the same search engine optimization features of PRWeb, but at a very small fraction of the price.  With your $6 release, you get anchor text links, a preview pane of your website, pull quotes, the standard social bookmarking shortcuts, and the ability to embed images, videos, and slideshows.  All of these features add up to a well optimized and sticky release.  I’m very impressed.  They offer a free release option, but it does not include anchor text links or the ability to embed videos or slideshows.

Distribution appears to be good for the price.  The Online PR News version of my release ranked well on Google and Google News, and it did spread to at least one other website … which is obviously one of the goals of online news release distribution.

I struggled over whether to include Online PR News in the free section, but the low price they’re requesting is well within any budget.  I will definitely be utilizing their services in the future.

DISCLOSURE (added 10/1/09): I have done some consulting for OPN, and have since formed a loose partnership with them.  I’ll be announcing more about this in the coming days and/or months.  This review was written before I had any relationship with the owners of the site.

PR Leap
Cost: Distribution starting at $49.99
Review: This site was included in the free services last time around, but they have discontinued that free option (NOTE: This is a change from the last review!). Their basic distribution is now $49.99.

PR Leap has always been a good option for online distribution, and it’s a shame they discontinued the free option. But, if you’re looking for a less expensive service or perhaps a second site to post on, you should look into their service.  Their releases are usually picked up by Google News and rank fairly well. They’ve put some attention into SEO, and it shows. I don’t believe they’re great at getting the word directly to reporters, but, bear in mind that reporters do use search engines to look for sources for stories.  So, if your release is out there and ranks well, there’s the chance it could lead to coverage.

PR.com
Cost: Distribution starting at $29.99
Review: PR.com is a service that wasn’t included in the last review.  I love the domain name, of course, and their site appears very professional.  You’ll find in many cases the low cost or free services look like spam sites, and in some cases they actually are.  That isn’t the case with PR.com.  I’ll be honest, i haven’t used this service yet, but I did some research into what they offer and how well their releases rank, and I’m reasonably impressed.

PR.com does have a free option, but I wouldn’t recommend bothering to use it.  The free option will not include an active link from the release back to your site.  Their basic distribution is $29.99 and includes links within the release. They claim to usually get inclusion in Google News and, from what I can see that’s true.  They’re probably worth checking out as another low cost alternative to the bigger guys. I probably will consider them in the future.

Free News Release Distribution

PitchEngine
Cost: Free (no ads)
Review: PitchEngine allows you to easily create social media press releases, complete with videos, images, supplementary information and links, and even a Twitter pitch!

When you sign up for the site and post your first release, you’re asked to create a profile for the organization behind the release.  This can be somewhat time-consuming if you post releases for a number of different organizations.  However, the way that information is used is very slick.  On your final release, there will be a slide-down tab on the top with all of the info you enter about the org.

The only issue I have with PitchEngine is the system of entering your release.  It’s mildly ponderous, but can be overlooked … given the price.

Edited on 5/30/09 to add: Pitchengine announced today that they are removing free releases from the feed that goes to Google.  What this means is that free releases are no longer eligible for inclusion in Google News.  The site’s owners say this is because spammers were using the site for SEO reasons.

Edited on 10/30/09 to add: It’s come to my attention that NO PitchEngine releases are currently being indexed by Google News.  This includes those posted by paying subscribers.  I’m told it’s a temporary issue.  You can read PitchEngine founder Jason Kintzler’s response and explanation in the comments of this post.

24-7 Press Release
Cost: Free (ad supported), with a $49 paid option
Review: 24-7 Press Release does a good job of free distribution.  I’m not fond of the name at all, as it sounds a bit low rent, but they do a good job.  They have free and paid options, and a professional looking site. I’ve seen that their releases rank well for a free site … which is the most you can ask for from a free site.  Generally, you will NOT get Google News inclusion from a free site.  Their free option does not include a link within the release, but they will include one in a contact information box that’s on the page.  They have a paid option of $49, which includes enhanced SEO benefits such as anchor text for links within the release.

24-7 Press Release does review all releases before they’re released.  Now, this is a pain if you’re in a hurry, but presumably this means they’re filtering out the ones that are truly spam.  Or, it could be that they’re trying to get you to pay for quicker distribution.

PRLog
Cost: Free (ad supported)
Review: This is a site that i had some very nice things to say about in the original review.  Unfortunately, that’s not the case any longer.  This Bulgarian-based site has gone in the wrong direction, in my opinion. The site has started accepting job listings and they’ve added quite a few unattractive elements to the site in general. With all of the additions, the site has become confusing and looks a great deal like a spam site.  A lot of the releases you’ll find on the front page are not so much releases as poorly written blog posts.  It’s obvious that there’s little quality control, and they were concerned that they weren’t getting enough traffic.  Unfortunately, it also appears that their releases are no longer being indexed by Google News.

With all of this said, release from PRLog still rank very well on Google.  If you can tolerate the look and feel of the site, it’s something worth considering.  It’s free, so you don’t have any money to lose.  And, with the decision by PitchEngine to neuter its free service, PRLog is looking more attractive.

I-Newswire
Cost: Free (ad supported) with a $25 paid option
Review: This is another good free distribution site that has a paid option.  Their service is similar to 24-7 Press Release in that the site looks professional.  They allow you one link within your release, and have additional options in their $25 paid option.

The Open Press
Cost: Free (ad supported) with a $10 paid option
Review: This is a great free distribution site, with one downside.  Signing up is extremely ponderous.  Currently, you cannot sign up on the site, but rather you have to send an email and request to be registered. The explanation given is that they’ve had issues with spammers.  Once you go through that process, however, the site is very good.  It looks businesslike, and the releases posted there rank well in Google web search.  Tasteful ads are placed on your release, which can be removed by paying $10.

Wikio
Cost: Free
Review: This site is a bit different in that it takes more of a social networking approach to news release distribution.  Releases are voted for, similar to the Digg system.  They’re worth checking out.

PressReleasePoint
Cost: Free to post on their site (ad supported) and $15 to distribute elsewhere
Review: This site has another different concept.  You can not only post a release on the PressReleasePoint site, but but for $15 they claim to be able to post your release on more than 50 other free distribution sites.  I’ve not tried the service, but I must admit that what they offer is interesting.

I do have some concerns about the site and the concept for this service.   The first is that Google’s duplicate content rule may come into play after the same content is posted on that many sites.  Another problem is the layout of the site.  The text in the releases frequently ends up ON TOP of the advertising on the site.  My final concern is a big one, as it has to do with credibility.  The text on the website itself (not just the releases posted by users) is riddled with grammatical errors.  It appears to be written by someone without a good grasp of the English language.  My suggestion to the owners is that they have a professional copy editor go through the site with a fine-toothed comb.

The Best of the Best

So, which of these sites are the BEST?

For SEO: PRWeb
PRWeb has the best mix of available SEO options, and their prices are reasonable.

For Media Visibility: PR Newswire
It’s hard to beat PR Newswire’s reputation among journalists and the media distribution they offer.

For Free Distribution: PRLog
Despite unfortunate decisions from the ownership of the site, releases rank very well on Google … which in the end is the name of the game for SEO PR.

Honorable Mention: Online PR News
It’s hard to know where to rank this site.  It’s not a free site, but their $6 price is extremely manageable. Regardless of what you call them, the features they offer are outstanding for the price, and the releases rank well.

Now … Discuss!

Disagree?  Agree?  Did I miss one I shouldn’t have?  Discuss in comments below!