If you’ve been following PRToolFinder, you know that twice a year we update the tools database and report on those changes. From time to time, tool categories change. Other times we determine a tool one one category should also be included in an additional category. This is the topic of today’s blog post and has to do with making a press release distribution decision.
The purpose of the PRToolFinder database is to make it easier for businesses and PR Professionals to find the tools they need and make a well-informed buy decision. This post discusses distribution outlets and how complicated it has become to find and make an informed buy decision for distributing a specific piece of news to achieve the desired outcome.
Last week I had the pleasure of speaking with Rick Smith, CEO and Founder of NewsUSA which he founded in 1987. I had originally listed the company under “Content Marketing,” and am now including NewsUSA in the Newswire and Press Release distribution category as well. Here’s why.
Newspapers and journalists are stretched thin
According to Northwestern’s Medill State of Local News Report, since 2005, more than 3,200 print newspapers have vanished. In addition, papers are reducing their print coverage, including shifting from dailies to weeklies or ending print publishing altogether. In Medill’s 2024 report, they found that the US has already exceeded their prediction that by the end of 2025 the country would have lost one-third of its print newspapers over the past two decades. Fewer than 5,600 newspapers remain, 80% of which are weeklies.
In the beginning…
In the early days of public relations, PR professionals had a relatively straightforward choice when it came to distributing news: PR Newswire and Business Wire were the dominant players, serving as the primary channels for press release distribution. These traditional wire services offered broad, credible dissemination of company news, often reaching journalists, investors, and industry stakeholders through trusted newsrooms and financial networks. Releases distributed in this way would often lead to comprehensive coverage. Today journalists still do use newswires but they are not reliant in the same way they were in the past.
Today, a dramatically changed landscape
Fast forward to today, and the media world looks much different. PR pros out number journalists 6 to 1 which means they’re fielding pitches day in and day out. Furthermore, the advent of the internet and the proliferation of web-based news distribution platforms have made decision-making around which outlet is best for your piece of news far more complex.
PR professionals now face an overwhelming number of options when making a press release distribution decision, each promising visibility, reach, and SEO benefits. The rise of search engine optimization (SEO) strategies has further complicated the process, as communicators must now consider keyword relevance, backlink quality, and audience engagement metrics alongside traditional media coverage.
While we all strive to be responsible stewards of our clients’ budgets, the challenge lies in balancing cost with results. Traditional wire services remain valuable for their authoritative reach and credibility, but newer web-only distribution options offer different advantages some of which include:
- Budget-friendly, digital-only press release distribution services focusing on online visibility and SEO
- Services that emphasize journalist reach and include distribution through partnerships with traditional newswire services
- Platforms that integrate PR distribution with local SEO strategies.
Each of these services represents a niche offering various levels of exposure, SEO benefits, and media targeting capabilities. However, none guarantee editorial placements in established news publications—a crucial advantage in today’s competitive earned media landscape.
There’s been a saying in the industry and I’m always surprised when I encounter someone who hasn’t ever heard it because it’s never been truer than it is today: “Advertising you pay for; PR you pray for.”
Yes, but not so fast
Public Relations, and the tools we use, have been evolving rapidly over the past decade. During that time, we’ve seen the rise of content marketing and companies hiring journalists to excavate internal corporate stories so they can bring them to life and use content marketing platforms to go direct to their prospects. Leveraging trusted syndication partners is not that different and can hold tremendous value.
Mat Releases vs. Advertorials: Understanding the Difference
As PR professionals consider different distribution methods, it’s important to distinguish between mat releases and advertorials, two content syndication strategies that serve different purposes:
- Mat Releases – Pre-written, strategic articles often sourced from press releases designed for syndication in media outlets. These are often picked up by newspapers and online platforms as editorial-style content, providing guaranteed placements without appearing as direct advertisements.
- Advertorials – Paid promotional content that blends advertising with editorial. Unlike mat releases, advertorials are explicitly labeled as sponsored content and are directly controlled by the advertiser, making them more overtly promotional.
While both approaches can help brands secure media exposure, mat releases tend to be more subtly integrated into editorial spaces. Advertorials function more like traditional advertisements.
Considering NewsUSA as a Distribution Alternative
For brands seeking predictable media placement and broad national exposure, NewsUSA presents another viable option. It is now included in press release distribution because of the deep relationships NewsUSA has cultivated with publishers over the years.
Founded in 1987 by Rick Smith, NewsUSA built its model on securing guaranteed placements in newspapers, online news sites, and industry publications. This approach differs from traditional wire services, which distribute press releases widely but do not ensure editorial integration.
Let’s remember that when NewsUSA entered the market in 1987, the media landscape was vastly different. Cable news was still in its infancy, local newspapers were the primary source of information, and social media was non-existent. At the time, securing earned media required building direct relationships with journalists and editors. This is a process that NewsUSA has continued to refine over decades, leveraging its network to ensure placements for clients.
NewsUSA’s pricing is typically flat-rate with guaranteed placements, which can be more predictable for clients with limited budgets. Business Wire, PR Newswire, Globe and other distribution outlets charge based on word count and geographic distribution and results are not guaranteed.
Rick Smith’s background in journalism heavily influenced NewsUSA’s focus on credibility and storytelling. Unlike many PR founders, he emphasized content that aligns with editorial standards to make it appealing for media outlets to publish which built trust and allowed NewsUSA to grow and expand.
Rick’s strategic guidance helped NewsUSA carve out a unique niche in the media distribution industry. He did this by blending the lines between PR and journalism with a high level of transparency long before technological and societal shifts caused the lines between earned and owned media to blur.
Final Thoughts
The evolution of PR distribution has given communicators more choices than ever before, but it has also introduced new challenges. As we navigate this increasingly complex landscape, it’s essential to weigh the trade-offs between cost, reach, and guaranteed results.
Whether leveraging traditional wire services, web-only platforms, or NewsUSA’s unique syndication model, PR professionals must adopt a strategic approach to what news may deserve wire service distribution and if other outlets are “good enough” for lesser news. Then, choose how to monitor and measure the return on the investment made.