Check Lead Times on Web-Based Press Release Services
Some weeks ago I raved about the new web-based press release distro services destined to replace the “wire service cartel.” And I believe they will do so — once they can move as quickly. For now, expect delays of up to two days between the time you post your release and the time it goes out.
I had such an experience today. Entered a news release and was delighted at the ability to augment the story with a pull-quote and my company logo — all for much less than I usually pay, and it looked great! All went well til I scrolled to the page on “distribution time” and saw “Nov 4, 2009″ already plugged in. Surely, I thought, there was some mistake. Where was the “post immediately” option I’d grown accustomed at Business Wire, PR Newswire and Marketwire all these years? Not there.
I went ahead and typed in “issue immediately” anyway. . .and waited. . .and waited, then finally called to see what the hold-up was. That’s when I learned that the company’s small staff had to work through a backlog of other press releases and likely wouldn’t put mine out til Wednesday — two days after I’d sent it in.
In fairness to this company, they pointed out that my release could indeed go out this evening — around 12am — for an additional $100. I had three problems with that: (1) the extra fee would take their price closer to the cartels’, which can send my announcements out in 15 minutes; (2) what ninny issues press releases at midnight?; and (3) assuming people really do distribute announcements all night long, the journalists I want to reach will have to sift through all gazillion of these stories before finding mine.
The company saw my point. We agreed on a release day/time of tomorrow at 8am. No extra charge.
Do I still like web-based press release distribution services? You bet. If nothing else, competition like this serves to keep the big boys more mindful of what they charge. When the newcomers grow to match the speed of the legacy service providers, they’ll have an unbeatable product.
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