11630 SW 97 Street, Miami, Florida 33176, US
+1-786-628-7980
Sign Up/Sign In 
11630 SW 97 Street, Miami, Florida 33176, US
11630 SW 97 Street, Miami, Florida 33176, US
If you are an IR professional at a small or medium-sized firm, you have definitely come across this problem. After days of writing the release and having the lawyers review it, you press the button, and nothing happens. Not a single phone call from the analysts. There is no coverage in the financial press.
All you can see is the link on your own newsroom page, and that link no one ever clicks. This problem is usually not with the release, but with the earnings press release distribution. Small companies without an IR budget or a large distribution deal will find it difficult to understand the earnings release process.
This guide will give you a rundown on the distribution of quarterly earnings press releases for small and mid-sized companies, what you need to be careful about, and where a distribution partner like iCrowdNewswire fits in.
Large firms have one advantage: they get analyst coverage, follow-ups from journalists, and attention from retail investors. Whenever you release the results as a big-cap, people are waiting for it.
For small and mid-caps, that is not an option. Coverage is insufficient, and retail investors who own your shares read the results themselves instead of waiting for analysis. In other words, you need your distribution to do the heavy lifting.
It is not only about putting your release out there but also about targeting investors with your press release and reaching your target audience. This includes investors who may be interested in you, journalists covering your industry, and increasingly even AI tools used for researching companies.
First, we will discuss what most small companies do wrong. In most cases, they either overspend on a huge package of wires they do not need, or they save money by paying for a cheap distribution service that distributes the press release, but nobody ever sees it.
When you pay too much, traditional wire services cost thousands of dollars per national release, plus additional fees. That can quickly add up for a small-cap company releasing quarterly earnings.
Plus, if the wire service has word count limitations or additional fees for images and tables, which are required in any earnings release, then you can easily get an expensive invoice. If you pay too little, you save your budget, but your release ends up published on some useless website.
What really counts when you are thinking about where to publish your earnings report? From our experience working with smaller firms, here is what you should focus on.
Wire distribution remains significant. It ensures your financial press release ends up in newsrooms, financial terminals, and journalists’ email inboxes. However, for small-cap companies, wire distribution may not be sufficient to create any traction.
A better solution is distribution with active promotion of your headline. This is how paid media releases do it by using an advertising approach where your press release headline becomes a banner ad on high-value media sites and social media. In our Premium package, you can expect a guaranteed 25,000 headline impressions, and Super Premium provides 100,000 to 1 million.
It is cool to send your release through the same list to thousands of media outlets. However, it means little if none of them cover your industry. So you should look for distribution that uses carefully chosen industry media lists of relevant journalists and publications.
Our newswire package offers a selection of over 100 industry-specific media lists in 26 countries, including more than 3,700 media sites. This will be more useful for a small-cap company operating in a niche industry.
One of the biggest differences between small and big companies is access to major wire networks. The right services help small-cap companies access a distribution network that provides information to editors, newsrooms, financial services desktops, and trade publications. It lets companies access the same distribution network as large public companies, without needing a special agreement.
Earnings releases aren’t short either. They include tables, reconciliations, executive quotes, guidance, and even multimedia such as infographics or video. Many distribution platforms use per-word charges or add-on fees for multimedia, which creates an issue if your earnings release naturally includes multimedia.
We do not operate on a per-word basis, nor are there additional charges for images, video, and logos. Our Premium and Super Premium packages come with clear upfront pricing. It becomes a huge relief if you have a small IR department that can benefit from predictable costs.
Not Sure Which Package Fits Your Earnings Release?
Tell us Your Goals, and We Will Suggest the Right Plan.
Sending out a press release without tracking the performance is like advertising but never tracking the performance. You will need to know how many people have seen your headline and if and where they clicked on it.
All releases submitted include a report about the distribution in the form of headline views, full text placement links, audience geography, click-through rates, and mobile and desktop usage. This is the kind of reporting that you need to provide to your board or management in order to prove the effectiveness of the investment.
This is a rapidly growing trend, and it will help smaller firms without analyst coverage tell their story. More retail investors are using AI tools like ChatGPT and Perplexity to research companies and their announcements.
If your earnings release is well-structured for AI crawlers, it has a good chance of being cited when investors ask questions about your firm. If the content is buried on a single website and not well-structured, the chances are greatly reduced.
Our AI distribution channels cover all major platforms: OpenAI, Anthropic, Perplexity, Amazon, Apple, ByteDance, and many others. It is well-structured and includes schema and metadata so AI can process the content. The content will also be distributed across many websites to increase the chances of AI tools finding it.
An AI citation cannot be provided in advance either. The industry often cites an eight-hour window, but it’s not necessary. One may only prepare the release to increase its chances of being cited. For small caps, it is a definite advantage.
Below is the checklist to consider before choosing the package and clicking the Submit button. It is simple enough, but not considering these factors is what makes great releases fail.
One often-overlooked factor is the distribution itself. Public companies typically publish their financial results either before the markets open or after they close, and for good reason. This lets the market absorb the figures without reacting during the trading period.
However, timing matters beyond publication hours. The other consideration is how much time to leave between your publication and the earnings call that follows. Give your audience time to digest the information in your release before management starts talking.
If you use a news wire service, do not forget about additional time that will be needed for distribution through various networks, media, and advertising channels. If you send out your release five minutes before the call starts, there will be no time left to read it.
What else to remember: avoid holidays, big market events, and Fridays if possible. While distribution during the day with little information may mean less competition, it also means less attention paid to the information. Tuesday through Thursday of active market weeks is generally the best time to send a press release.
In particular, for small caps, where every sale matters, doing things at the right time can be one of the easiest ways to maximize your distribution budget.
In short, small and mid-cap companies do not have to spend like big corporations on earnings press release distribution. However, your distribution needs to be efficient and able to connect with people, investors, journalists, and artificial intelligence programs increasingly used to research stock market information.
Your partner should provide transparent pricing, targeted distribution, institutional network access, and analytics to see if it worked. For small companies where every dollar counts, those features become the difference between an invisible press release and real visibility.
If you are going to work on your next quarterly earnings press release and would like to try distribution, you can choose packages with unlimited words and free multimedia content.
It is the act of broadcasting the earnings of your company concurrently to major news organizations, investors, and financial terminals. It is a megaphone to make sure Wall Street and everyone hears your latest numbers clearly.
The majority of earnings press releases are issued before the opening of the market (6:00 to 8:00 AM EST) or just after its closing (4:00 PM EST). It allows investors to have enough time to analyze your numbers without causing market fluctuations in the middle of trading hours.
Distribution reports should contain metrics of pickups on leading financial websites such as Yahoo Finance, Bloomberg, Reuters, and many others. Also, there may be noticeable surges in traffic, stock volume, and media pickup of your press release.
Yes. AI search and summarisation systems constantly scan the web for reliable company data. If you issue and index your press release properly, your figures will often appear in AI assistants’ answers.
You may like these post too
