This morning I was having a debate with one of our Israeli clients about the use and effectiveness of wire services such as PR Newswire and Business Wire. He was of the opinion that using this type of service was of no value to them, and that they were a waste of money.
A wire service is not intented to, nor will it guarantee you coverage. What it will help you do is act as an efficient means to broadcast your news to targeted media and analysts, as well as pro-sumers who have a particular interest in your news and the industry you particiapte in.
Wire services are also a great way to get into industry-specific portals, which basically re-broadcast news verbatim. At the end of the day, wire services don’t replace the much needed outreach you must do, especially with signifcant announcements, but they certainly do help you complement your outreach strategy.