You have news worth announcing. The question isn’t whether to distribute it — it’s which distribution model actually fits. The three options below get confused constantly, and the difference is money spent versus visibility earned.
Option 1: The classic press release (your website + hope)
Writing the release and posting it on your own newsroom is free and necessary — but it’s not distribution. No discovery, no pickup, no authority signal. Treat it as the source document the other options amplify.
Best for: record-keeping. Weak for: reach.
Option 2: The wire service (PRNewswire, GlobeNewswire)
Wires blast your release to thousands of syndication endpoints. What you get:
- Volume of pickups, mostly on low-attention aggregator pages
- A burst of impressions for 48–72 hours
- Links that are overwhelmingly no-follow or devalued syndication copies
What you don’t get: anyone at those endpoints choosing to cover you, permanent editorial placement, or meaningful do-follow value. Wires are a discovery tool, not an authority tool.
Best for: regulatory announcements, mass-dissemination requirements. Weak for: SEO authority, sustained visibility.
Option 3: Premium publisher placement
Your release is published as a real article on established publications that people actually read — with editorial formatting, native-language writing and a permanent home.
- Permanent, indexed placement (typically within 1 business day)
- Do-follow links from genuine DR 50+ publishers
- Bilingual versions reaching English AND Chinese audiences
- Coverage that keeps earning authority years later instead of evaporating in a week
Best for: launches, funding rounds, expansion news — anything where credibility and lasting search presence matter.
The honest comparison
| Own site | Wire | Publisher placement | |
|---|---|---|---|
| Reach | None | Huge but shallow | Targeted |
| Do-follow links | N/A | Rare | Yes |
| Permanence | Permanent | 48h relevance | Permanent |
| Bilingual native content | Up to you | Translation add-on | Included |
| Authority value | None | Minimal | Strong |
The practical play
Sophisticated brands use wires for compliance-scale dissemination and premium placements for actual authority. If your announcement targets Asia, the placement side is where bilingual publishers earn their keep — one well-written release, published natively in English and Chinese across multiple established outlets, outperforms a wire blast on every metric that compounds.
PressInAsia handles exactly this: press releases published permanently across six established bilingual publishers covering Hong Kong, Taiwan and wider Asia — indexed within 1 business day. Send us what you’re announcing and we’ll confirm channels and rates the same day.