How do you choose a PR distribution service?

Outlet count is the easiest number to inflate and the least useful. Most large lists include hundreds of partner sites that republish wire content automatically, often on pages that few people read and search engines treat as duplicates.

What matters is what happens to your release:

• How many placements are distinct articles on titles you chose, and how many are syndicated copies?
• Are the pages indexed? Search site: plus the URL, or paste the headline into Google in quotes.
• Will the pages stay live, or rotate off after a few weeks?
• Would a buyer, investor or journalist in your sector recognise the title? In restricted sectors such as crypto PR, check the title accepts your story at all.

A service that delivers fifteen relevant placements usually beats one that delivers three hundred copies on sites nobody in your industry visits.

1. "Show me a live report from a campaign in my sector in the last two months." Click at least ten links yourself.
2. "Which of these are syndicated, and which are hand-picked?" A good provider separates them without being asked.
3. "Who writes the release, and who edits it?" A human editor who pushes back on weak angles is worth paying for.
4. "What are the link attributes?" Expect most wire links to be nofollow. Be wary of anyone selling wire links as dofollow ranking boosts.
5. "How long until it is live?" Wire syndication is typically 24–48h. Hand-picked placements vary from hours to a few days by title.
6. "What do I get at the end?" A list of live URLs with dates, titles and attributes. Impressions and "potential reach" are context, not results.
7. "What happens if a placement is removed?" Get the answer in writing.

• Guaranteed coverage on named top-tier outlets, with no explanation of how.
• Logos of major publications with no distinction between syndication partner pages and editorial coverage.
• "Potential audience reach" in the millions as the headline result.
• No samples newer than a year old.
• No editorial review: they will publish whatever you send.
• Promises that the release will rank you for competitive keywords.

Start from the audience, then the channel.

If you are announcing a fintech product to banks, a handful of placements on finance and fintech titles do more than broad consumer reach. If you are announcing a funding round, a regional business wire plus two or three startup titles cover investors and future hires. If you are a local clinic, local health and lifestyle titles beat national business press.

For AI visibility, relevance matters as much as volume. AI engines are more likely to cite a business in a category answer when the sources mentioning it are themselves about that category.

Hypothetical. Say you are choosing between two quotes for a SaaS product launch.

Provider A: "Your release on 400+ news sites, live in 48 hours." The sample report is from last year, and most of the links are copies on partner sites with similar layouts.

Provider B: "Regional wire, plus four hand-picked placements on SaaS and business titles, named before you sign off." The sample report is from last month, separates syndicated and distinct pages, and lists link attributes.

Provider A will produce a longer list. Provider B will produce coverage your buyers might read and a report you can trust. For most launches, B is the better use of the same budget.

We would rather you check our work than take our word for it. Every order and every live link lands in your portal as it publishes, with syndicated copies and distinct placements shown separately. Before a campaign, we share the shortlist of titles we intend to use, and you sign off the angle and the copy before anything goes out.

Our track record is 9,000+ placements, earned articles and newswire releases combined, across 1,800+ publisher domains. The mix by authority is DA 90+ 18%, DA 70–89 34%, DA 50–69 31% and DA 30–49 17%. That range lets us match titles to the story rather than forcing every story onto the same list.

We also look past the campaign. If the coverage is going to point at a page that does not convert, we will tell you, and our Web Design team can fix that page before the traffic arrives.