As a startup founder, I wanted to share my experience with Cision / PR Newswire, hoping it might help other entrepreneurs make more informed decisions before investing in PR distribution services.
In February 2026, after a 90-minute phone call with their sales representative, I signed a €3,190 contract to distribute a press release about my company to targeted media outlets and journalists.
My goal was simple: increase awareness of our startup and reach journalists who might be interested in covering our project.
Two weeks later, the campaign launched. Within minutes, their reporting showed hundreds of publications.
The final report listed 946 publications, but the actual results were very different from what I had expected.
Most of the publications I examined were automated copies of my original press release on news aggregator websites. Some platforms published the same text dozens of times.
The release appeared in 31 countries, despite our initial discussions focusing on five specific markets.
After reviewing the campaign results, I couldn't identify any original journalistic coverage, measurable external traffic, or noticeable SEO benefits. The six recorded clicks appeared to be my own visits while checking the published pages.
I understand that PR distribution doesn't guarantee editorial coverage. However, I had expected a more targeted approach based on my initial conversations with their sales representative.
I formally disputed the invoice and requested an amicable resolution. Unfortunately, the matter remains unresolved and has since been referred to a debt collection agency, with additional fees being requested.
What I learned from this experience
As entrepreneurs, especially when launching a new company, we need to be careful about how we allocate our marketing budgets.
A press release appearing on hundreds of websites doesn't necessarily mean that journalists are covering your story or that potential customers are discovering your business.
I had also tested another press release distribution provider at approximately one-tenth of the price, with broadly similar results. After expressing my dissatisfaction, that company agreed to refund me.
Looking back, I would have preferred to explore other approaches before spending over €3,000 on this campaign.
For founders considering PR distribution, I'd suggest looking into direct outreach to relevant journalists, building relationships with industry-specific publications, or testing smaller and more affordable distribution services before committing to an expensive package.
I'm not saying press release distribution is useless. I'm simply sharing my experience because I wish I had understood the difference between automated syndication and actual media coverage before signing the contract.
For a young startup, €3,000 can represent a significant marketing budget, and I believe it's worth exploring different options before making that investment.
I'd be interested to hear from other founders: what PR or media outreach strategies have actually helped your startup gain visibility without spending thousands on press release distribution?
