Four formats that often get confused
| Format | Who supplies the story? | What to confirm |
|---|---|---|
| Distributed press release | The company provides approved announcement copy. | Wire or partner feed, publication section and disclosure. |
| Sponsored article | The brand and publisher agree on paid content. | Sponsorship label, editing rights and commercial terms. |
| Community post | A platform account publishes to a community surface. | Author account and the exact final URL format. |
| Earned editorial coverage | A journalist independently decides whether and how to report. | Editorial interest, factual sources and interview availability. |
These formats can appear under the same publisher’s brand. The publisher name alone does not establish that a newsroom has independently endorsed a company, reviewed a product or interviewed its founder.
A distribution purchase has a defined scope
A release can create a public record of a launch, partnership or milestone. Ask for the proposed outlet list and a representative page showing where the content will appear. Establish whether a placement is syndicated, sponsored or published by a community account before choosing a package.
For crypto announcements, a Binance Square post differs from an official exchange announcement. The same distinction applies between CoinMarketCap Community posts and platform announcements. Read the Web3 distribution guide before selecting a format.
Editorial outreach requires a news reason
A journalist needs a development that matters to their readers. A useful pitch identifies what changed, supplies evidence and offers a reachable person who can answer questions. Even a well-prepared pitch can be declined or left unanswered. Paying for distribution does not determine an independent newsroom’s editorial choices.
Prepare a short factual announcement, approved figures and a relevant supporting link. Avoid presenting a purchased placement as independent coverage in your own marketing. Describe the actual format when sharing the result.
Check the deliverable
- Open the final URL and identify the publisher section and author.
- Check any press release, sponsorship or community label.
- Confirm the headline and company facts match the approved copy.
- Record the link and delivery date in your campaign report.
- Separate these placements from any additional independent reporting.
Use our measurement guide to record what happened without substituting a publisher’s whole-site audience for actual release views. For package options, compare press release distribution and the publication catalog.
Common questions
Does a paid placement mean a journalist recommends my company?
No. A paid or syndicated placement does not establish an independent editorial endorsement.
Can distribution lead to editorial interest?
A journalist may independently discover and investigate an announcement, but editorial interest is not guaranteed by distribution.
What should I request before buying?
Ask for the final publication format, a representative URL, approval rules, timing and a clear description of the deliverables.