Get featured on Outdoor Gear Media Outlets in 48 hours

Yes, you can do your own PR, but it's a significant time investment. The process involves building a media list of relevant outdoor, business, and tech journalists, crafting personalized pitches for each one, and conducting extensive follow-up. The main challenge is getting responses. Journalists receive hundreds of pitches daily, and without existing relationships, it's difficult to break through. Success is not guaranteed, and it can take weeks or months of effort for a single placement. Distribution services offer a shortcut by using established networks to guarantee your announcement is published, saving you the manual effort of outreach.

The cost varies widely based on the approach. Doing it yourself is technically free but requires a huge time investment in building lists and pitching journalists, with no guarantee of success. Hiring a traditional PR agency is the most expensive option, typically involving a monthly retainer of several thousand dollars. This is for ongoing, strategic PR management. Press release distribution services offer a middle ground, with one-time fees for guaranteed placements across a network of sites. This provides a fixed cost for a specific outcome. For current package pricing, you can view our packages page.

With a distribution service, the process is fast. After you submit your press release and it passes an editorial review for compliance with publisher guidelines, publication begins. Features on media outlets like AP News, Benzinga, and MarketWatch typically appear within 24 to 48 hours of approval. You receive a full report with live links to all your placements within a few business days. If your package includes startup directory submissions, those placements can take longer, typically up to two weeks, as each directory has its own manual review process.

The most successful announcements are tied to concrete, newsworthy events. Generic "we're great" releases are ignored by editors. Strong examples for outdoor brands include: launching a new product with innovative tech (e.g., a self-heating jacket), announcing a major retail partnership (e.g., "now available at REI"), hitting a significant crowdfunding milestone, or releasing a sustainability report with verifiable data. Announcing a new high-profile brand ambassador, like a famous mountaineer or athlete, also works well. The key is to provide tangible news that editors can easily report on.

Editors reject releases that read like advertisements or have no real news. To avoid this, write in a neutral, third-person tone and stick to the facts. Your headline must state the news, not a marketing slogan. For example, a bad headline is: "Experience the Revolutionary New Tent from Trailblazer." A good headline is: "Trailblazer Launches 2-Pound Dyneema Composite Tent for Thru-Hikers." The second is factual and newsworthy. Ensure your release is free of hype words like "game-changing" or "revolutionary," has no typos, and follows standard press release formatting. Our AI-powered editor helps you structure your release correctly to meet publisher guidelines.

Yes, it directly addresses a key barrier for new brands: trust. When a customer is deciding between your new, unknown brand of hiking boots and a legacy brand, seeing "As Seen On Business Insider" or "AP News" on your site provides powerful third-party validation. This social proof signals that you are a legitimate and credible company. It's not just for customers; it also builds confidence with potential retail partners, distributors, and investors who are evaluating your brand's viability and market traction. Coverage on trusted sites also gets indexed by AI tools, meaning your brand can be recommended when users ask ChatGPT or Perplexity for "the best new sustainable outdoor gear."