How to Get Your Press Release on News Websites

"I want my press release on news websites." It's one of the most common goals we hear. But there are actually three very different ways your news can end up on a news site — and they're not equally valuable.

Route 1: Syndication through a newswire

How it works: You pay a newswire. Your release is automatically republished on partner sites — sometimes including sections of well-known news brands that carry wire content.

What it looks like: Your release, word for word, often labelled as a press release or sponsored content.

Pros: Fast, predictable, searchable. Good for creating a public record.

Cons: Readers and journalists know it's your release, not an independent story. Many of those pages get very little traffic.

Before you pay, read Is Paying for Press Release Distribution Worth It?

Route 2: Earned coverage

How it works: A journalist reads your pitch and release, decides it's newsworthy and writes their own story — interviewing you, adding context, sometimes including other sources.

What it looks like: A genuine news article with a reporter's byline.

Pros: Far more credible. Readers trust independent journalism more than ads. A link from a real news story can also help your SEO.

Cons: Not guaranteed. Requires a newsworthy story and smart pitching.

This is where most of the value is. Start with How to Find and Pitch Journalists for Your Press Release.

Route 3: Contributed and community content

How it works: Some publications accept guest articles, op-eds, community announcements, event listings or expert commentary.

What it looks like: An article with your name as author, or your event in a community calendar.

Pros: You control the message. Great for positioning yourself as an expert.

Cons: It's not news coverage, and editors still have standards — sales pitches get rejected.

Free options worth trying first

Before spending anything:

Post the release on your own website newsroom
Submit events to local community calendars
Pitch neighbourhood and community outlets
Share it with industry associations and the Calgary Chamber

We list more no-cost routes in Where Can I Submit a Press Release for Free?

How to boost your earned coverage odds

Lead with local. Calgary outlets want Calgary stories.
Match the beat. Business news to business reporters, food news to food writers.
Offer something exclusive. An interview, a first look, data no one else has.
Bring visuals. Strong photos or video make a story easier to run online.
Be available. Reporters move fast. If they can't reach you, they move on.

Know the difference when you read reports

If an agency or wire sends you a report listing "500 news websites," ask: how many were earned stories, and how many were automatic syndication? Both have a place. But only one is a journalist choosing to cover you.

It helps to understand what makes a news article different from a press release in the first place: What's the Difference Between a Press Release and a News Article?

The bottom line

Syndication puts your release on news sites. Earned coverage puts your story in the news. Use syndication for reach and records. Chase earned coverage for credibility.

Quick FAQ

Is a paid placement the same as earned coverage? No. Paid or sponsored placements can be useful, but they should be clearly labelled as paid. Earned coverage is a journalist choosing to tell your story — and that's what readers trust most.

Want to be in the news, not just on it? Blastily pitches for earned coverage and amplifies every win. Start your Blast at blastily.com.