You’ve got a big case, a new filing, a major ruling, or a high-profile client. You want the media to take notice — and fast. So, you spend $500, $1,000, maybe more to put out a press release on PR Newswire or BusinessWire.
And then… nothing happens.
This is the reality for most plaintiffs’ firms that rely on traditional press release wire services. The promise sounds good — wide distribution, potential media pickup, and an official-looking link you can send around. But in practice, these services rarely move the needle. Here’s why.
Wire Services Don’t Deliver Real Coverage
Press release wires don’t get you earned media. They get you distribution — to a bunch of low-authority news aggregation sites that few people read and even fewer trust. If you’re lucky, your release might get reposted on a Yahoo! Finance subpage or a tiny local outlet’s content feed.
But don’t confuse that with a journalist picking up your story. Reporters don’t scan wire releases looking for news. They want exclusivity, relevance, and a real hook — none of which a generic wire release offers.
They Look Like What They Are: Paid Placement
People can tell the difference between actual news and a paid-for post. Wire releases are formatted, jargon-filled, and sterile. They don’t break stories. They don’t build momentum. And they don’t make your firm or your case look any more credible — in fact, they can do the opposite.
The effect is flat. The cost is real.
The SEO Value Is Mostly a Myth
One of the big selling points of press release distribution is “link building.” But here’s the truth: Google has been discounting syndicated press releases for years. A reposted release across 200 sites doesn’t equal 200 backlinks — it equals one, maybe none, with little impact on your rankings.
When Wires Do Make Sense
There are exceptions. If you’re a public company announcing earnings, a startup announcing funding, or a firm fulfilling a disclosure requirement, wires have a role. But plaintiffs’ firms aren’t typically trying to meet regulatory obligations. They’re trying to shape narratives and drive attention.
That’s a job for strategy, not syndication.
What Works Instead
If you actually want to make news — get a story in Law360, draw a reporter’s attention at The New York Times, or drive headlines around a filing — you need to do more than issue a press release.
You need:
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A narrative that matters.
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A reason for a journalist to care.
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A smart, targeted pitch — tailored to the outlet and reporter.
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Coordination and timing, especially around filings and court dates.
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And often, media relationships that open the door.
That’s where RebuttalPR comes in. We work with plaintiffs’ firms to craft stories that cut through the noise — and make the news, not just post to it.
Bottom Line: Press release wires are expensive, outdated, and mostly ignored. If you’re trying to win the battle of public opinion — not just check a box — skip the wire. Tell a real story. Get it to the right people. And make your case land in the places that count.
