Wire services. They’re not dead, but they’re definitely misunderstood.
They continue to show up in strategy decks and client conversations, often with a healthy dose of skepticism.
Services like PR Newswire, Business Wire, and GlobeNewswire have been staples of the public relations toolkit for decades. And yet in 2025, I’m hearing more clients ask—sometimes with an arched brow —“Do we really need to do this? Isn’t it just for show? Are we just chasing numbers?”
It’s a fair question. The short answer? Wire services aren’t dead—but the lazy way we sometimes use them should be. Using a little thought and strategy, you can still make news releases highly effective. But if you’re just checking a box and hoping to go viral? Well … I hope your deck looks nice.
Let’s look at what wire services actually do well, where they fall short, and how to use them without wasting your budget—or your credibility.
When reach doesn’t equal results
Let’s start with the healthy skepticism. Because honestly? It’s deserved.
- Impressive numbers… but to what end? Thousands of “potential impressions” might light up your dashboard, but they don’t guarantee any actual engagement—or a single pair of human eyeballs.
- Surface-level stats can mislead. Many pickups are automated reposts to content farm-style aggregator sites. Technically “coverage,” sure. But nobody’s mom is forwarding that link around.
- Costs that raise eyebrows. You can easily spend over $1,000 for a premium distribution—and not see much to show for it.
- Dashboard dazzlers ≠ media relationships. Let’s be honest: wire services don’t build real journalist connections. They distribute. That’s it.
If you’ve ever dropped a press release on the wire, gotten 150 pickups—and zero follow-up—you know this story. High reach, low return. But that doesn’t mean wire services are worthless. It just means we need to get smarter about how (and when) we use them.
Wire services still bring strategic value—when used correctly.
If you stop using them as the “one-size-fits-all” megaphone, you can experience real results.
1. Foundational visibility & discovery
A well-optimized press release on the wire creates a public record. Not just for show—but for:
- Search visibility: Great for when someone Googles your company or product
- Real, reputable links: the kind search engines notice, from high-authority platforms
- Reference points: For journalists doing research, or looking to verify details
- Credibility breadcrumbs: A consistent record of activity and updates
Is it sexy? Not really. But it’s foundational—and foundations matter.
2. Credibility signals (backed by data and experience)
Distributing through a known service shows you’re serious—and the data back that up:
- Nearly nine out of 10 journalists rank press releases as their most trusted source for organizational news (Muck Rack, 2023).
- Approximately 70% of businesses report improved visibility from release distribution (Cision, 2024).
- Companies that release news regularly are three times more likely to be quoted as industry experts.
- PR Newswire is referenced 36% more often than its closest competitor (Cision)
- Cision’s editorial team caught 22,000+ client copy mistakes in 2022 before publication.
Let’s be transparent: this data mostly comes from the platforms themselves, so of course it paints a flattering picture. That doesn’t make it false—it just means we need to apply some professional judgment.
And here’s mine: I’ve seen solid releases pick up coverage on larger digital outlets that matter. Maybe not The New York Times every time, but respected trade sites, industry blogs, and regional media that drive traffic and build authority. That’s not nothing. It’s often the first (or second) step in getting noticed by the bigger players.
3. Real journalist discovery (Yes, it still happens.)
It’s not the primary use case—but journalists do, in fact, read wire releases:
- Some beat reporters scan them for developments.
- Many use keyword alerts to surface new stories.
- Others check the wire while researching background or trend pieces.
Will it make your phone ring off the hook? Probably not. But will it help you get found when it counts? Definitely.
Best Practices: How to Use Wire Services Without Wasting Money
The key to unlocking value is intentionality. Here’s how to approach wire use with strategy—not autopilot.
- Be Selective – Not every announcement deserves a $1K blast. Reserve wire usage for:
- Major funding rounds
- New product launches
- Strategic partnerships
- Executive hires
- Credible research or industry data
- Target Like You Mean It. Skip the spray-and-pray. Instead:
- Choose specific industries or geographies.
- Use niche distribution lists when possible.
- Match your release to outlets that actually care.
Business Wire, for instance, is known for better targeting across industries and international markets. PR Newswire has massive reach but may be less effective globally.
- Optimize for SEO. Wire services won’t carry your whole SEO strategy—but they help when:
- Releases include strategic keywords,
- Headlines are descriptive and contain your brand name,
- Links go to relevant content, not just your homepage,
- Multimedia is embedded (images, videos, etc.).
According to PR Newswire, digital distribution can increase reach by 275% compared to traditional methods—if your release is built for online discovery.
- Integrate with Direct Outreach. Wire distribution isn’t a substitute for pitching. It’s a supplement. Use your release as:
- A jumping-off point for tailored journalist emails,
- A reference link in media follow-ups,
- A foundation for social posts or blog content,
- A trackable asset to monitor engagement from reporters,
- Measure What Actually Matters
Forget impressions. Instead, track:
- Quality of placements (who picked it up?),
- Media inquiries sparked by the release,
- Social engagement or shares,
- Long-term search visibility.
If the only metric of success you’re using is whether you made the front page of a national newspaper, you’re not looking at the whole picture.
The Bottom Line: A Tool, Not a Trump Card
Wire services are no longer the centerpiece of a modern PR strategy—but they are still a valuable tool when used with purpose. They offer reach, credibility, and visibility—but not relationships, headlines, or miracles.
Use them smartly. Use them selectively. And don’t confuse flashy metrics for actual outcomes.
Because in the end, a great release doesn’t just make noise—it makes sense.