Your media contact database is your best source for editors, journalists, and freelancers who should receive your news, but if you want to include a broader range of news media targets, you may consider using one of the many news release distribution services available. Asking one or two of your news media contacts will likely reveal a creditable service. These services can be expensive, so base your decision on how broad an appeal your news has.

In North America, the more popular distribution services include:

These firms will customize your distribution based on the subject matter, and can target specific media such as technology editors, medical editors, daily news editors, and so on. A customer service representative will explain your options and the cost involved.

News releases are very important in a public relations campaign. News releases give editors and the public a glimpse into your company. When these documents are done professionally, your organization will receive the recognition you deserve. Remember, though, that news releases are not the only tool of public relations professionals. In our next chapter, we will examine the variety of other tools that can be used.