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Has anyone found PR newswire helpful, especially its PR ToolKit for small biz?

My company this month has been featured on BMW Supplier Diversity Spotlight webpage. Since the featuring will be on for whole December, I'm thinking to use a social media to widely spread the words out to more audience in industry of manufacturing, engineers, and others. Has anyone has used PR newswire and recommended it? or any other advice? Thank you in advance for your sharing here!

30 Replies

Ed Zitron
1
0
Ed Zitron Advisor
CEO at EZPR
no. No it is bad. it's really bad, as are all press release services.
Evelyn Chen
0
0
Evelyn Chen Entrepreneur
Director, Corporate Development at Spec-Metal Inc.
Hi Ed,
Thank you for your reply. What advice would you suggest for me to reach out my audience effectively and efficiently? Currently, my team ourselves are using my company website, mailchimp, twitter, instagram, youtube, google analytics, linkedIn to spread the words, however, we found we don't have enough followers, and not covering many audience we were expecting. I like to know how other industry expert is doing his/her marketing campaign in a better way. Any suggestions? Thank you!
Michael Brill
6
0
Michael Brill Entrepreneur
Technology startup exec focused on AI-driven products
Evelyn, it strikes me that your focus should be on outreach to specific targets rather than general awareness. Nobody cares about your BMW Supplier feature... except the people who want to buy your services. You know what your target industries and organizations are. Seems like putting all your energy directly in lead generation, marketing automation and sales on those targets is time much better spent than trying to compete with the Kardashians.

Your prospects aren't on Instagram.

If the BMW feature is notable, then pitch a recent product/innovation of yours directly to industry publications read by your customers and use your BMW news as social proof to get a writer to care. Do u know what the top relevant publications are for your target market?


Edward M. Yang
2
0
Edward M. Yang Entrepreneur
Managing Partner at Firecracker PR
A wire service is good if you want to get your news out there as "official".

For actual press coverage, nothing beats reaching out to targeted editors and reporters with an interesting story or angle. As Michael noted above, figuring out which publications, blogs and industry organizations your prospects frequent will go a long way towards targeting the right press.
Julie Wright
3
0
Julie Wright Entrepreneur
Public Relations Agency President & Founder
Newswires will not raise awareness. They can be helpful to make your information discoverable to someone searching online for the right key terms. Since that is their greatest use, you are better off using the least expensive wire. I'd suggest PR Web. The Supplier Diversity listing isn't a newsworthy item on its own, so it won't generate media interest. You can still draft a short release and list it on your website to show a progression of growth and accomplishment along with major new customer wins, new hires, awards and product launches or milestones. It doesn't hurt for a site visitor to see that in order to validate your business.
Evelyn Chen
0
0
Evelyn Chen Entrepreneur
Director, Corporate Development at Spec-Metal Inc.
Hi Mike, Edward and Julie,

Thank you for your inputs. They are very helpful. I always wanted to target the potential customers so when I spoke to PR newswires rep, I specifically pointed my industry would be metal, manufacturing, and engineering. The reps only provided me a general info what PR newswires cover (with editorial services), however, when I tried to dive into more services what they can provide, they hardly could explain the details to me. Hence, I posted my question here to see if anyone has used PR newswires service.

I agree very much with your feedback here to target the prospects' publications, blogs, and organizations. I have experienced at the tradeshow but never interacted with reporters or editors in the field. I know my target publications, but I never know how to approach reporters or editors because from my past experience, I know I needed to pay a fee for publishing a page of my company catalog on the magazine. I believe your advice is not the same as buying an ad here. For my current case that my company has earned a new milestone featured on BMW webpage, how do I reach theeditor/reporter and ask him/her to write my story? Your advice is always appreciated!

Robert Bouthillier
0
0
Robert Bouthillier Entrepreneur
Owner, Design Net
Evelyn,

The folks here have more experience with PR services than we do, and I'm guessing that our clients rarely prepared properly for a press release to be truly effective.

The book "Growth Hacker Marketing" by Ryan Holiday is short and concise in outlining how to market a product or service effectively. It also describes how and when to use a PR service effectively

I wish you the best of luck. .


Michael Brill
4
0
Michael Brill Entrepreneur
Technology startup exec focused on AI-driven products
Evelyn, congratulations on being on the BMW webpage but unfortunately it's not newsworthy. Think about if you were editor of the publications/blogs you're trying to target. What's the news? What happened? Is this part of a larger trend? Will my readers care? What's the headline?

I saw that the BMW story was about diversity... although it didn't mention how you were a diverse company. Are you a particularly diverse company? Do your competitors lack that diversity? If so, then go ahead and pitch that story. Why are you a diverse company? Is this a conscious decision for you? If so, what are the advantages of this? Does this allow you to ideate better? Execute better? Is this better for your customers? Why? Are there parallels you can draw to other successful industries or overall diversity trends? etc. Make the editor's life easy.

Maybe diversity isn't a story at all. In which case, just send a link to your friends and then focus on the real stories that will get media interested.


Ron Gridley
0
0
Ron Gridley Advisor
Entrepreneur, executive and manager successful in starting, growing and implementing change in organizations.
A really good internet marketing and social media firm is Brand Periscope. Ron Gridley [removed to protect privacy] (919) 931-1222 (mobile)
Bill Hankes
2
0
Bill Hankes Entrepreneur
Founder & CEO
As a former PR guy for 20 years, I concur with the smart comments already provided here. Don't go the news wire route. Instead build relationships w/ the press. Your instincts about promoting via social or directly (content marketing) with your target are right.
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