Airo AV Claims: who are the market leaders with online press releases? - Jonathan Cartu - Advertisement & Marketing Agency.
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Airo AV Claims: who are the market leaders with online press releases?

who are the market leaders with online press releases?

Airo AV Claims: who are the market leaders with online press releases?

The digital advertising landscape is changing rapidly, with companies investing more in online PR and content marketing as opposed to outdated SEO and expensive pay per click. Here is a full review of the market leading platforms for online press releases, where we discuss what they’re doing right:


Given the impact of FTC disclosure requirements on the media industry, it makes sense to use an online marketing agency or PR platform with sufficient skills and media contacts to carefully navigate the legal landscape to yield best results and ROI. This happens easily when your agency is well connected and capable of arranging three types of press results, including “editorial” news articles, officially formatted “press releases” and off course other types of influencer marketing such as guest posting. There is a distinct difference between each of the aforementioned news types – something you should know well before mapping out an annual media plan.

What is a press release?

A press release is a brief, accurate and informative piece of news information aimed at specific media targets. This includes media owners, journalists and even government agencies that can redistribute the news or investigate if further to add an amplified result to the original content based on their own findings and views. Raising interest from relevant parties requires careful copywriting skills and information as to who, what and where the news title pertains to. It is typically written by citing executive quotes, in the third-person and relevant sources in the form of links.

How much does a press release cost?

Press releases are incredibly affordable these days and provide a high ROI. It can shrink the gap between paying $25 000 for one Forbes article, at their advertising department who will mark the content as sponsored, and between $1000 and $4000 to reach a ton of journalists who MAY write for sites like,,, CBS, NBC,, The Harvard Business Review, Mashable, The Economist, The Washington Post, Fox News, and so forth. The only issue is that paid advertising is the ONLY form of press engagement that can be guaranteed, whereas a “press release”, is an unofficial yet powerful backdoor channel where ethical providers will technically not guarantee results. Disruptors like Adriaan Brits the CEO of Sitetrail have used their connections and media wire technology to drive that cost down to as little as $199.

How do I choose the best press release writing and distribution platform?

The media connections of the platform owner, coupled with the efficiency of a typical ex-journalist team, is something that drives the best results for the industry. Companies, for example, who make use of offshore writers with no media connections, typically fail to yield good results. Some platforms take care of distribution only, some platforms only do press release writing and formatting – and then off course, a hybrid platform can take care of both writing and distribution, typically in a shorter timeframe as it is all orchestrated from one closely knit team with a streamlined process.

A review of well-known press release platforms: (Our choice!)

Sitetrail is used by other PR agencies, web design companies, all of Silicon Valley and even government agencies. It also has a special connection with HNWI’s to take care of reputation management and is the go to company for complex political campaigns and online reputation issues. The CEO is known to have “unrivalled media connections” and lives by the “24 hour rule” for service delivery.

In-house ex-journalist writers? Yes. US/UK journalists:  a multi-sector in-house team.

Official platform? Yes it is also a PR platform for press release submission.

Media owner? Yes the company owns unique media working alongside mainstream media.

Pricing: $199  Currently the industry leader on price.


Finding Sitetrail: Submit a press release here

PRNewswire is a press release platform that distributes content to media owners and provide writing services where needed. It is well-known among agencies and has a good reach.

In-house ex-journalist writers? Yes. US writers.

Official platform? Yes it is also a PR platform for press release submission.

Media owner? No, but they connect clients with a wide range of media providers.

Pricing: $300+  


Finding PRNewsire: Visit PRNewswire here

PRWeb is essentially a media platform where other writers submit their press releases. It is owned by CISION and is a B2B organization, dealing mainly with agencies, but also with certain corporates. It is a true multi-sector press submission service.

In-house ex-journalist writers? NO. They do not produce content or pitches.

Official platform? Yes it is used to submit press releases.

Media owner? No, but it connects you to several media sites.

Pricing: $400+ When factoring in content writing of at least $200, it is a more pricey option.

Although not a writing platform with any connected journalists, it is widely seen as a popular choice for agencies who produce their own content. CEO David Rothstein is highly respected with agency clients.

In-house ex-journalist writers? No writing offered.

Official platform? Yes. Used for content submission and distribution.

Media owner? No, except for EIN sites.

Pricing: $249 – After paying the platform $49 for distribution, content writing costs around $200.

Their slogan is “by journalists for journalists”. They are more expensive than the price leader Sitetrail, but delivers a good match in terms of service and quality. It is a good rival to other platforms in terms of distribution parity.

In-house ex-journalist writers? Yes. “By journalists for journalists”.

Official platform? Yes. Suitable for news release submission.

Media owner? Unknown.

Pricing: $300+ ($250 For writing only – then distribution has to be added.)

Scripted is a content marketing agency, not a press release submission…


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