If you have hard or breaking news of interest to a variety of national media, you really cannot do your story justice without using a wire service to get your news release in the hands of interested reporters and editors. And if your news is financial, it is standard practice to release the quarterly and annual earnings of public companies via a news wire service.

But what if the news is soft, a feature or lifestyle piece, or purely promotional? Run it through this checklist:

Is the story evergreen, or in contrast, does it need to get out to many media all at the same time more quickly than if you emailed to individual journalists and pitched the story one on one?

Is it just a local story, except for the fact that trade publications anywhere in the country might be interested? Does it give a compelling reason and a link to visit your website?

Does it correct previous statements “for the record?” If you answered yes to even one of these questions, some form of news wire service should be included in your distribution strategy. Visit the websites of the various players to choose the wire service that’s best for your news.

The services most public relations professionals use are: www.businesswire.com, www.prnewswire.com (offers a pay-for-play/no membership option for small businesses without PR agencies, www.prweb.com (includes a free option, but if you answered yes to the above questions, spring for the $30 donation so your release will be listed in Google news.)

Just rememember, when you target journalists and publications, the two of you are working together to do one thing – get information to the public. You have news that needs to be heard. The editor has an audience that wants to hear some news. Wire services are just one way to connect you.

Excerpt from 45 Days to Power Publicity, by Laura L. Link, APR.