Newswire distribution is highly automated and standardized. As a result, those responsible for communications in a company do not usually establish a personal relationship with the recipients and are limited in the extent to which they can address the recipients individually.
However newswire distribution is extremely efficient. Newswires achieve wide reach in only a few clicks. This is a big advantage for smaller communication teams or if companies need to send an ad-hoc notification. As we all know, undertaking communication work manually, including researching distribution lists and emailing, can be very time-consuming and prone to error.
The biggest advantage of a newswire is its guaranteed distribution. Thanks to technical interfaces, the newswire ensures the news is sent directly to the systems used by editorial offices on a daily basis, regardless of whether individual journalists are in the office that day. And since the editorial offices also receive agency notifications via the systems, the notification environment is much more useful to a journalist than an email inbox which, for journalists, often resembles a spam folder. In other words the news skips the first gatekeeper and the probability of it being noticed increases.
In the case of financial communication, distributing your news via a newswire is essential in order to supply terminal and database systems directly and in real time. This ensures news reach traders, analysts, institutional investors and all other relevant players in the financial world in one easy step.
A further advantage: newswire notifications are often displayed directly on media company websites and news apps. This guarantees (automatic) online publication and improves search engine visibility. Admittedly this effect has not been as strong since the last Google updates as it was some years ago; nonetheless with our own communications and using various SEO tools we have been able to have a positive influence on visibility on Google and other search engines.