The Best Press Release Distribution Options for Your App

By Intelligent Relations Team

September 22, 2022

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Mobile apps—designing and building them takes time and skill. But the hard work doesn’t stop once your product is perfected. For many developers, marketing strategies and gaining media attention for an app can prove to be even trickier than creating the app itself. That’s where press releases come into play.

Whether you’re preparing for a launch or rolling out a new update, press release submission and distribution can provide you with an effective way to garner much-needed coverage and boost your brand awareness, all while encouraging more users to download. 

In this guide, we’re going to tell you everything you need to know about press release distribution services, and we’ll also touch on some other methods that you can use to get your mobile app product noticed by the press. We’ll answer the following questions: 

• What is a press release distribution service for an app? 
• When should a press release for an app be issued? 
• Which is the best press release distribution service for an app? 
• How else can a press release about an app be sent out?

What is a press release distribution service for an app? 

Press release distribution services (also known as newswires) are platforms that share your company or organization’s news with a targeted collection of reporters and newsrooms. For a fee, app developers can utilize these services to share press releases with relevant media outlets.

The aim of your app press release is to land a feature in a relevant publication, like TechRadar or The Verge, for example. Often, these platforms have syndication agreements with partners like Yahoo! or AP News, so you’re guaranteed to gain at least some media exposure. 

When should a press release for an app be issued? 

Some press release distribution services release thousands of press releases every day. As you might be able to imagine, that means journalists and editors at various media outlets receive a ton of notifications regarding industry news. 

For that reason, it’s essential that you ensure the press release about your app is newsworthy. Maybe your company is launching a new app that’s unique to your competitors and the marketplace, or you need to announce a game-changing update. 

Whatever that announcement is, the press release it features needs to have a hook that can make both publications and their readers eager to learn more. Never issue a press release for the sake of it. If you do, you risk it having a negative impact, one that could prove to be a waste of time and resources. 

Which is the best press release distribution service for an app? 

While some press release distribution services focus on sectors, like tech, that are specific to app developers, many cover a wide range of industries. Most or all of these distribution services will promise to get your news in front of at least some of the industry’s leading journalists. 

With many options available, it’s understandable that developers might not know where to start. Therefore, we’ve compiled a list of top services that could prove to be the most effective. 

1. Newswire 

Newswire is a very popular press release distribution service, and many app developers and software engineers have used this platform in the past to release announcements. It claims to be the “best in class” for the science, process, and technology marketplaces.

Although Newswire doesn’t cover app news exclusively, new users can specify “mobile and smartphone” as sectors they want to target. The Newswire pricing tiers are: 

• Newswire Digital – $349
• Newswire Digital Plus – $599
• Newswire State – $699
• Newswire National – $899
• Newswire Global – $1,999 

2. PR Newswire 

Operated by Cision and headquartered in Chicago, PR Newswire has gained international recognition among media outlets as a reputable source of industry news. The platform covers a wide range of industries but allows users to specify in press release distribution.

App developers looking to grow brand awareness on a worldwide scale should consider PR Newswire—they boast a global reach, with a network of over 200,000 journalists and millions of social media followers. 

For the distribution of a 400-word press release, pricing varies based on coverage area.

• Local – $350
• Regional – $575
• National – $805
• Global – $1,200 (U.S. and Canada), $3,500 (Europe or Asia), $8,700 (Global)

3. Business Wire 

Business Wire offers press release distribution that targets over 200 different industry and trade categories, and they’ve facilitated the distribution of many press releases related to apps. 

The all-encompassing services provided by Business Wire allows you to include visual components to your press release and translate it into multiple languages in order to maximize exposure and potential coverage. 

Pricing varies for 400-word press releases and/or 5 non-earnings releases based on the circuit.

For 400-word press releases:

• Local – $475
• Regional – $510
• National – $940

For 5 non-earnings releases:

• Core – $2,495 to any U.S. State, Metro, or City Circuit
• Advanced – $3,295 to any U.S. Regional or Corridor Circuit
• Premium – $4,195 to the U.S. National Circuit

4. GlobeNewswire 

GlobeNewswire is based in Los Angeles and is a leading distribution service for a number of industries, of which apps are one. Their leading media partners include Yahoo!, Tech News Incorporated, and Acquire Media. 

Clients that use GlobeNewswire can receive support and performance reviews, meaning you can track the success of your press release and learn more about what works well. 

The fees to use GlobeNewswire services are somewhat more affordable than its competitors.

• Self-service (DIY) Option – $150
• Full-service Option to U.S. National Circuit – $560

5. Accesswire 

Although Accesswire covers a wide range of industries, computing, technology, and Internet services is one major sector they support. As a result, app developers can rest assured their press releases will be handled by specialists that know which reporters to target. 

Accesswire users have had their news featured on publications like Bloomberg, CNN Business, and MarketWatch. Pricing is set per feature and varies according to distribution and coverage.

• Online – $159 for Online-only Distribution
• Budget – $379 for Online-only Distribution (News Outlets, TV Stations, and Online Publications)
• National – $695 for Larger Companies (Major News Outlets and Trading Platforms)
• Premium – $995 for High-tier and Industry Niche Publications (Business Insider, AP Mobile)

How else can a press release about an app be sent out?

Announcing news about your app on a press release distribution service can certainly save you time and earn you at least some increased media coverage. 

But, there are some drawbacks to consider. For instance, some developers might ask themselves if the quality of the services is worth the expense. There’s not always a guarantee that targeted journalists will read and cover the press releases they’re sent. 

An alternative, of course, would be to do this work yourself. This can sometimes yield better results because you’re dealing with media outlets directly. There are many guides about writing press releases available, to help give you a clear picture of what it takes.

Be sure to check out our other press release distribution resources:

Tech Press Release Distribution

Cryptocurrency Press Release Distribution

How to Submit a Press Release

Key Takeaways

Press release distribution is about getting your news in front of the right audience. Whether you choose a newswire service or journalist outreach, just make sure you’re targeting interested parties.

When selecting a newswire service, try to get the most bang for your buck. For a new app, making sure you get in touch with the right tech media and audiences is important.

Just make sure you put some thought into which route will best achieve your desired results and then you’ll be ready to go.

Want to contact journalists but don’t have time to do it yourself? Let us help! Simply book a free consultation with us and get expert insight into orchestrating your app PR campaign for better results.