No, distributing a press release by wire and distributing it by a press relations agency are not the same thing. The two methods have different functions and uses, although their objectives may sometimes overlap (i.e., to ensure distribution of a press release). Here are the main differences:
1. Wire distribution:
Wire services (e.g. PR Newswire, Business Wire, GlobeNewswire, etc.) are automated platforms that distribute press releases to a wide network of media outlets, journalists, websites, and sometimes even directly to the general public.
Historically, wires were created to combat insider trading, which can have a major impact on the quotation of listed companies. They provide an official time stamp, ensuring that all media receive the information at the same time.
Advantages:
- Fast, wide distribution: The press release is sent instantly to thousands of journalists, editors and online platforms via a predefined network.
- Immediate visibility: The press release is often automatically picked up by news sites or content aggregators.
- Neutrality: The wire service distributes information without interpretation or personalization.
Performance reporting: Some services provide data on audience reached, media pick-ups, or clicks on the release.
Disadvantages:
- Lack of personalization: Wire doesn’t allow you to tailor your message to the specific needs of the journalists or media you’re targeting.
- No relational follow-up: There’s no human interaction to follow up with journalists or answer their questions.
- High cost: Wire rates are often calculated according to word count, target region and language, which can be costly for limited budgets.
2. Distribution by a press relations agency:
A press relations agency ensures a more strategic and personalized distribution of the press release, combining human expertise and relational work.
Advantages:
- Precise targeting: Agencies have well-maintained and tailored databases, enabling them to contact directly the relevant journalists for a given sector or theme.
- Relational: Agency professionals actively follow up with journalists to ensure that the press release is well received, understood and, if necessary, processed.
- Strategic advice: An agency can adjust the content of the press release according to the media or specific opportunities identified.
- Value creation: An agency can reinforce the credibility of the announcement by building bridges with journalists or organizing interviews, press events, etc.
Disadvantages:
- Limited coverage: Unlike a wire, an agency targets a smaller group of journalists to maximize relevance, which can limit immediate reach.
- Time required: Relational work takes longer than mass distribution via a wire service.
- Variable cost: Agency fees can fluctuate according to the scope of the assignment, the complexity of the project, and the quality of the relationship.
Synthetic comparison:
| Criteria | Wire | Press relations agency |
|---|---|---|
| Targeting | Broad and automated | Precized and personalized |
| Human Relations | None | Direct relations with journalists |
| Follow-up after distribution | None | Relations and response management |
| Cost | Fixed, based on distribution criteria | Variable cost according to mandate |
| Long term impact | None (bulk distribution) | High (strengthened media relations) |
When to use one or the other?
Wire is ideal for :
- Global or international announcements (e.g. financial results or product launches).
- Press releases that do not require interpretation or personalization.
- Companies without a strong media network.
A press relations agency is recommended for :
- Campaigns requiring a specific angle or precise targeting (e.g. sectoral or local niches).
- Projects involving interviews, in-depth articles or more qualitative interaction with journalists.
- Building long-term media relationships.
In short, wire distribution and agency distribution are complementary. An optimal strategy can use both tools: an initial wide distribution via wire to maximize visibility, followed by targeted work via an agency to generate in-depth articles or relational opportunities.
