Distribution models
In the traditional distribution model, the business, political campaign, or other entity releasing information to the media hires a publicity agency to write and distribute written information to the newswires.[6] The newswire then disseminates the information as it is received or as investigated by a journalist.
An alternative is the self-published press release. In this approach, press releases are either sent directly to local newspapers or to free and paid distribution services.[7] The distribution service then provides the content, as-is, to their media outlets for publication which is usually online.
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