Think about a CD and DVD. Both are for storing files and blank ones look pretty much alike. But using a DVD to save a couple Word documents would be overkill, and using a CD to save any kind of video file wouldn’t get the job done.

So you need to use the one that best fits the results you’re looking for.

It’s the same with press releases. While the goal is to spread the word about your company, there are two distinct outcomes to shoot for–

• Real press coverage and media interviews or
• Driving traffic back to your website

So HOW you should distribute your press release depends on which one you most want.

“Real” Press Coverage

If you’ve really got a hot, newsworthy topic, then PRNewswire is top choice because it’s the first stop for most journalists and your release will go out over the Associated Press newswire to media around the country. But with a high per-release fee and an annual fee (though small businesses can often get that waived) it’s not for the faint of wallet.

A more affordable alternative is PRWeb.com. It starts at $80 a pop and goes up to $360 for their service featuring AP wire distribution. They also tend to crush PRNewswire in getting valuable backlinks to your website.

Search Engine Rankings & Web Traffic

Most of the time though, you won’t have a newsworthy story. Don’t be offended, but the Wall Street Journal just won’t care about your new ebook. So save your money and focus on the lower-cost sites that can drive some quality traffic.

PR.com
Cost: Free (with ads) or starting at $29.99

PR.com has a relatively professional appearance and their releases rank fairly well. Their $29.99 releases are often included in Google News–unlike most of the low cost/free sites. That level also provides an active link within the release back to your website.

24-7 Press Release
Cost: Free (with ads)

If you need free distribution, 24-7 Press Release tends to get you better links than most free sites. Their free option does NOT include a link within the release, but although they will include one in the contact information box on the page.

PitchEngine.com
Cost: Free to use

Pitch Engine lets you create snazzy-looking social media releases and share them via the social networks. It’s not a distribution or newswire site per se, but journalists and bloggers can subscribe to RSS feeds. And Google News will usually pick up the release within in a few hours.

Good for Both

Any time you can send your release directly to a relevant journalist or blogger, you’ll have a better chance of getting coverage. Here are two services to help.

MatchPoint and MyPRGenie

Cost: Free trials or $65/month and $49/session

Enter your topic and brand new MatchPoint will search more than 3 million articles  then list and rank writers based on relevance of articles they’ve written in the last six months. You can either download the list or contact them through the service. It’s $65 a month for the basic service after the free trial.

MyPRGenie will create a list of 25 names for you for $49 ($2 a name for more) and track any release you send them so you’ll know who actually read it. You will have to pay $49 each time you want to use that list though–downloads are not available. But you can also upload your own list of media contacts free of charge and get real-time tracking as well.

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