By Mary Nguyen

Newswires are an essential part of the PR toolkit, helping brands achieve targeted reach and awareness, but little is known about the humble newswire outside of the PR industry. Read our guide to learn about how they work and the benefits of using a newswire service.

What is a newswire?

At the most basic level a newswire (otherwise known as a wire service or news agency) is a service that sends out news stories, photographs and press releases to a wide network of subscribers. Modern newswires are accessed by various news outlets and journalists who then repurpose the content to suit their needs. In a competitive media environment this can be an advantage for media outlets wanting to keep their operation lean by outsourcing to newswires to meet their baseline requirement for news. News agencies like Reuters, Bloomberg and the Associated Press are prime sources of this.

Other types of newswires more relevant to PR practitioners are services that post press releases which are then accessed by the media. The PR rep or company can post to global or regional wires that distribute to particular markets. Both news agency wires and press release wires serve an important function for time-poor journalists who might be looking for information, new stories or important news and announcements from the companies they are monitoring.

Today there are many options for news distribution beyond email send outs. Many newswire services offer increased reach by extending to apps, websites and other databases to ensure press releases appear in as many places as possible and are seen by as many people as possible.

Despite the massive amount of content to sift through, newswires are a quick and efficient way for journalists to find relevant news and trends and to look for inspiration for their next feature article. According to one study by Vitis Business Consulting, 67 per cent of journalists use news wires, with more than a third checking them every day.

How do newswires fit into a PR strategy?

Increase media reach: As part of a broader media strategy, newswires get your press releases in front of more journalists in order to increase your chances of being noticed.

• Brand awareness: Regularly appearing in newswires under relevant keywords not only helps with search engine visibility, it also boosts brand recognition by journalists through repeat exposure.

• Traffic: Boost web traffic through use of backlinks and keywords. Newswires have a positive effect on referral traffic.

• Provide more support to industry-focused journalists: These journalists rely on newswires more than their mainstream counterparts and will look for story ideas, announcements and news tips here.

• Targeted distribution: Some newswire services offer highly targeted distribution directly to newsrooms and journalists. Newswires can increase access through their substantial list of media contacts.

Things to keep in mind

Newswires in no way replace direct communication and personalised pitches to journalists but they have a place in ensuring your brand is visible to a number of media outlets. Quality content is key to maximise the effectiveness of newswires. Press releases need to adhere to style conventions and be relevant to its audience. To make them stand out, be sure to include links, images and supporting multimedia if available. The more information-rich and relevant the release is, the higher the likelihood of it being picked up by media.

According to Cision, journalists are looking for press releases that are “chock full of graphics, original research and invites to interview experts or attend events.” The recent survey also noted that over 66% of journalists want data and expert sources for their stories, and 62% want PR professionals to understand their target audience and what they find relevant.

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