The other day a client asked me if we should put this press release on the wire.
I’ll share my detailed answer in a minute.
As I began writing this week’s blog post, I couldn’t help but think of the classic 1929 Marx Brothers film “The Cocoanuts.”
In their debut movie, Groucho and Chico have a legendary exchange while discussing a map (watch it here). Groucho points out a viaduct — to which Chico, in his thick, fake Italian accent, keeps interrupting with, “Why a duck?” Groucho tries again: “I said a-vi-a-duct.” Chico: “Why a duck? Why not a chicken?”
It’s one of the greatest verbal misunderstandings in comedy history. And just when Groucho gives up and moves on after mentioning a wire fence, Chico hits him again with, “Why a fence?”
That got me thinking… not about ducks or fences, but about press releases. Specifically: Wire press releases (or, “Why a press release?”)
Wire releases are one of the most misunderstood PR strategies.
Many executives and marketing folks think when they have an important press release, it should automatically go on the wire because they’ll get massive exposure.
Well, that’s not the case anymore. The ROI of putting a press release on the wire now stinks for a number of reasons.
But none of the wire services will tell you what I’m about to share. (I plan to ask them about their ROI in the near future. That’ll make for another interesting story to share with you.)
Because of what I’ve learned and how things have evolved over the years, except for very rare cases (which I outline below), I now advise clients against doing a wire release.
Wire Press Release?
A wire release — or press release distribution via a wire service — is when a company uses a paid newswire platform (such as Cision PR Newswire, Business Wire, or GlobeNewswire) to distribute a press release to a wide network of media outlets, websites and databases.
Here’s an authentic answer to whether or not to put a press release on the wire. A lot of companies would stop paying for wire releases if they knew this.
There’s often a misconception about what putting a press release “on the wire” actually accomplishes. The perception is that once it’s distributed, it’s picked up by hundreds of news outlets and reaches a “potential” audience in the millions — which looks impressive.
Executive teams often appreciate seeing the company name and announcement appear on sites like Yahoo! Finance, MarketWatch, and dozens of regional TV station websites. It shows massive, widespread coverage.
But it’s all an illusion!
Here’s the reality:
1. These Pickups Are Largely Cosmetic
Yes, the press release appears on many websites — but it’s rarely featured prominently. Most of these pickups are auto-populated into low-traffic subpages, often buried and not easily found through site navigation or search. For example, your release might appear on a local ABC affiliate’s site but will be hidden in a “press release” section that’s several clicks deep.
2. Minimal Media Impact
In 38 years of doing PR, I can recall only one time that a journalist actually called me because they saw a release I posted to the wire. (That actually occurred when I was in Mexico for a client’s product launch.. A reporter called me about the release we had placed on the wire.)
Most credible journalists and editors aren’t scanning the wire daily for story ideas — they rely on pitches, trusted sources, and relationships. Press releases on the wire rarely lead directly to earned media coverage.
3. No SEO Value
There was a time when wire services helped boost SEO. That changed when Google adjusted its algorithm to discount duplicate content. Today, this wire release reposting offers little to no SEO benefit. You’re not gaining domain authority, backlinks, or higher search rankings.
4. It Can Be Expensive for What You Get
Once you add images, it may cost around $2,000 to distribute your press release via a wire service. That money would be better invested in what actually works (see below). For most companies, the ROI of a wire release is soft at best — it’s primarily a reputational exercise, not a lead-generation or press-driving tactic.
4 Reasons When a Wire Release May Be Worthwhile
There are select cases where using a wire can strategically make sense:
- You’re a publicly traded company required to disclose material news.
- You’re announcing a partnership with a major brand and need third-party validation.
- You’re entering into regulated markets and need a timestamped, public record.
- You want to boost credibility for investors, partners, or internal morale.
What Actually Works
If the goal is media coverage or awareness, direct, personalized media pitching works infinitely better. Targeted outreach to the right reporters, with a compelling story tailored to their beat, is how you earn real placements. That’s where I’ve seen the best results for clients.
In short — putting a release on the wire can check a box and generate some “feel-good” metrics, but it’s not a substitute for real PR strategy.
You can use the wire selectively when there’s a need for wide visibility or formality, but for most announcements, direct pitching and owned media (e.g., newsletter, blog, social) deliver better ROI.
The 3 Big Takeaways
- Wire release services, for the most part, have become a scam. You’ll probably get better ROI sending your press release via a viaduct. (Or a duck.)
- Personal, direct pitching to reporters is the most effective press relations strategy.
- Know the four reasons that justify putting your press release on the wire.
Have a press release to write? Wonder if your press release is AP style compliant? Does your press release read like a marketing piece? (If so, YIKES.) Need me to talk you out of spending money on a wire release?
Schedule your free press release consultation here.
Stay authentic… and smart about your press relations!
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
