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to get the most visibility for your business it helps to understand the two different options in the market on the one hand there are low-cost duplicated newswires which will send over a fancy report and duplicate your news release on up to 200 new sites but when you search for the news on the web it only appears once because both google news and organic search ignore all the duplicates the frustrating part is that these type of news releases are not authored or edited by a real person it is labeled as a press release and is therefore not trusted by many readers on the other hand when you use a pr agency with strong editorial connections they can craft a unique story in collaboration with editors this produces an authentic result that is trusted by readers it is not labeled as a press release and typically triggers a unique search result in google news and search it is also not considered paid or sponsored content from ftc standpoint this is because you paid the pr agency for its edito