Today’s media is highly engaged online creating a myriad of ways to connect with target contacts and disseminate information digitally. There is, however, a method that remains preferred among journalists when receiving formal, newsworthy information. That is the tried-and-true press release. Press releases are short, compelling official statements that cover major details or company announcements and work to pique the interest of a journalist or media outlet. They communicate your message more effectively and provide greater detail and insights than a social media post or blog.

For authors, the goal of a press release is to gain media attention and coverage that highlights thought leadership platforms and written work. With this tool, authors have two options for distributing their information––traditional outreach and wire distribution.

What is the traditional way to send a press release?

Traditional press release outreach includes pitching your release via email to a curated list of contacts and posting to a centralized online newsroom. This method allows authors to identify and select targeted media contacts, otherwise known as a media list, who have both an interest in the author’s subject and an audience receptive to your message. This media list is created by researching the beats of writers, reporters, and editors.

This form of outreach can either be done manually, through personalized emails sent by you or your publicist, or by using software that can help you research and identify contacts, create your media list, schedule or send the release and manage follow-ups to leads.

What makes wire distribution different?

There is a lot of misconception out there about what wire releases are, how they work and when they are effective to use. If your goal is to secure broad media coverage, putting a release on the wire could be a beneficial option for you. Putting a press release on a newswire distributes your message to editorial offices and journalists in print, industry-specific and online media, as well as to news agencies and database systems. Using newswire distribution can deliver your press release to syndicated media outlets locally and nationally, increasing the likelihood that your release will generate coverage. With a newswire distribution service, you can further grow your online presence and increase brand awareness beyond your owned media channels.

Wire release syndication aims to hit a larger audience in a shorter amount of time. Therefore, they are often an additional cost to consider if budget is a priority.

Things to consider when determining if wire distribution is right for you:

1. Promotion Budget
2. Intended Audience
3. List of Outlets
4. Search Visibility (SEO)
5. Reporting and Metrics

If you still need help deciding, here are some general rules to consider:

• If there is a specific or niche beat of writers, editors or journalists you’re looking to connect with, sending a press release traditionally via personal email can accomplish this goal.

• If you’re looking to spread the word far and wide in hopes of potential pick-up from a larger amount of outlets, a wire release can better achieve those goals.

Regardless of which option you choose, it’s important to know that an effective press release is still a valuable tool to communicate and position your book to its target audience, as well as media outlets who may want to feature your work. Contact your digital media strategist to learn more about wire release distribution options and how they can help to promote your book.