News Agency (© peshkova / Fotolia.com)
News Agency (© peshkova / Fotolia.com)

A news agency is a major player in the world of public relations and news. Unlike an actual news organization, which researches stories and publishes them, a news agency has a much more important job, at least when it comes to the public relations industry. In this article, we will explore the job of a news agency and all of the ways that they help public relations.

The Definition of a News Agency

A news agency is an organization vital to the world of public relations, because of the way that they operate. A news agency goes by many other names. You may have heard of them under some of these other names. For example, news agencies are sometimes called wire services, or news services. Wire services gather news stories from around the world and sell them to their subscribers, which are usually news organizations themselves.

The reason that news agencies are important to the world of news in general is that they get the latest news stories into the hands of organizations that will disseminate it. This is important if the story is something time sensitive, particularly something relating to public health. But without wire services, many news organizations would not be able to keep up with the news, because they do not have the resources to track down stories from around the world.

OpenPR-Tip: Of course, the internet has changed things somewhat for the wire service. Since organizations can often gather the same information online, sometimes using just one person, there are organizations for which the wire service has lost its relevance. However, these are few and far between. Most of the organizations out there still subscribe to at least one wire service, and some of them subscribe to several.

The News Agency and Public Relations

News agencies also have importance when it comes to the world of public relations, and this is due mostly to press releases. When a company sends out a press release and a wire service picks it up, it will go out to potentially thousands of major news organizations, as well as a number of smaller ones.

This is vital to a PR agency, because if the press release does not get wide dissemination, then it is going to be very ineffective. Wire services ensure that press release get distributed to the right people.

Of course, you have to have a good press release in the first place. While something ground shaking that is happening at a major company will get picked up no matter what, smaller companies and larger companies without news that will seem exciting to the rest of the world may have challenges getting wire services to send out their release. That’s why the job of a PR representative, PR editor and the rest of the team that creates press releases is so important. These press releases must be written so that they will be picked up by wire services and send out to the rest of the news organizations.


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