Press Release Distribution Service: The Best Way to Distribute Press Releases for PR, SEO and AI Search
Press releases are still the fastest way to put an official, dated record of your news on hundreds of news sites and online publications at once. Today that record also feeds Google's AI Overviews and AI assistants, which lean on news coverage when they describe a business. 1307 Digital's press release distribution service writes your release so both journalists and AI systems can use it, then distributes it across trusted news networks.
What is press release distribution?
Press release distribution is the practice of sending an official company announcement to news outlets, journalists, financial wires and online news sites so it is published and seen. A distribution service, often called a newswire, delivers the release to its network and reports where it appeared.
What our press release distribution service includes
| Step | What we do |
|---|---|
| Angle | Find the newsworthy hook: a launch, milestone, result, data, award or event |
| Writing | Write the release in standard news format, not a fill-in template, with a factual headline, a clear first paragraph, verifiable quotes and specific numbers |
| AI-search optimization | Structure each section so AI Overviews and assistants can quote it accurately |
| Distribution | Publish through wire distribution to news sites such as Yahoo Finance, Benzinga, GlobeNewswire and AP News, plus Google News-approved sites. Higher tiers reach more outlets, so the package is matched to the news and the budget |
| Report | A list of pickups with links, and how the release appears in search and AI answers afterwards |
How to distribute your press release: options compared
| Option | What you get | What you do not get |
|---|---|---|
| Free submission sites | A listing on a few small press release sites | Reach, credibility or news pickups |
| Wire distribution | Your release republished on many news sites, plus delivery to newsrooms | Guaranteed stories written by journalists |
| Media pitching (earned coverage) | Journalists writing their own stories that mention you | Speed or certainty: coverage is never guaranteed |
Wire pickups are republished copies of your release, usually marked as press releases or sponsored content. Online distribution of press releases gives amplification; media relations gives journalistic coverage. They are valuable for visibility, search and AI citations, but they are not the same as a journalist's article. We are clear about that from the start. For earned coverage, see our Digital PR service.
Why press releases matter for SEO, visibility and generative AI search in 2026
AI assistants and Google's AI Overviews give extra weight to information that appears on trusted news sites and matches what other sources say. A well-written release distributed widely places your facts, in your words, on many of those sites on the same day. That supports our AI SEO work: consistent facts across trusted sources make it easier for AI systems to describe your business correctly.
How we write press releases for media outlets and the newsroom
- Factual headline: brand name, what happened and the benefit, without puns or hype.
- First paragraph that answers who, what, when, where and why.
- Quotes from a real, named person with their title, saying something specific.
- Numbers, dates and places that readers and AI systems can verify.
- Short sections under clear subheadings, each one making sense on its own.
- Boilerplate and contact details at the end.
A standard release runs about 400 to 600 words; a long press release rarely gets read in full. Ending marks such as "###" or "-30-" tell editors the release is finished.
Press release distribution best practices for PR and comms teams
- Have real news. Media outlets and journalists ignore releases that are only advertising.
- Match the release to its target audience. National wires, trade publications and local media need different angles.
- Pitch as well as distribute. For earned media and media coverage, send short media pitches to the most relevant reporters, not just the wire.
- Keep a media room. Post every release in a newsroom page on your website, so search engines and journalists find the original.
- Measure results. Good monitoring and reporting lists pickups, referral traffic, keyword visibility and AI citations, so the PR campaign is measurable.
AI tools can help draft a release, but AI-generated press releases tend to sound generic and can include errors. Our press release writing service uses AI only to speed up the workflow; every fact, quote and claim is checked by a person.
How much does press release distribution cost?
| Option | Typical market price |
|---|---|
| Free submission sites | Free, with very limited reach |
| Budget wire packages | From about $149 per release (for example, EIN Presswire) |
| Canadian national wire | About $650 to $900 per release on Newswire Canada, depending on package |
| Major global wires | About $350 to $10,000+ per release, depending on reach and add-ons |
What each news wire offers changes often, so we choose the distribution that fits what your press release distribution needs, rather than one service for everything. Sources: Capterra and Newswire listings for Newswire Canada; Prezly guides for PR Newswire and GlobeNewswire; EIN Presswire package listing (market estimates). Writing is usually priced separately from distribution.
Press release distribution: frequently asked questions
What is the best way to distribute a press release?
Use a wire distribution service for reach and pickups, and pitch the most relevant journalists directly if you want them to write their own story. Timing it with real news makes the biggest difference.
How much does it cost to distribute a press release?
From free on small submission sites, to about $149 for budget wire packages, to $650 to $900 for a Canadian national wire, and more for global distribution. Writing is usually extra.
Can I distribute a press release for free?
Yes, on free submission sites, but reach is limited and they rarely lead to pickups on major news sites.
Are press releases worth it?
They are worth it when you have real news and want a credible, dated record of it on many news sites. They also help search and AI visibility. They are not a substitute for journalists covering you.
How long should a press release be?
Most releases run about 400 to 600 words, with the key facts in the headline and first paragraph.
How far in advance should I send a press release?
Send it on the day of the news, or set an embargo a few days ahead if journalists need time to prepare a story.
Can ChatGPT write a press release?
It can draft one, but it cannot verify your facts, quotes or numbers, and generic drafts read like it. We write from your real information and check every claim.
Put your news on the record
Start with your news and we will advise on the angle, writing and distribution that fit it.