A Guide to Press Release Sites in South Africa

Press releases remain a powerful tool for businesses seeking media coverage, improved SEO, and credibility in South Africa's competitive market. If you're looking to get started with a release, this guide covers all available press release distribution platforms in South Africa, their pricing structures, and most importantly, how to evaluate their effectiveness using key metrics.

You can use our checklist as a jumping-off point to source sites, measure their reach and cost per reach and decide how best to allocate your budget and either optimise your campaign for total reach or focused audience targetting. 

South African Press Release Sites: Free vs Paid

Free Press Release Sites

Paid Press Release Sites

How to Measure Press Release Site Quality: A Data-Driven Approach

Choosing the right press release platform shouldn't be based on promises alone. Here's how to evaluate platforms using objective, external metrics:

1. Domain Authority (Moz)

2. Domain Rating (Ahrefs)

3. Authority Score (Semrush)

4. Backlink Profile Analysis

What to evaluate:

Referring Domains:

• More unique domains linking to the site = broader reach
• Check this in Ahrefs, Moz, or Semrush
• Look for hundreds or thousands of referring domains

Backlink Quality:

• Are the backlinks from reputable sources?
• Check the DR/DA of sites linking to the press release platform
• High-quality backlinks indicate the platform itself is trusted

Backlink Growth:

• Is the site gaining or losing backlinks over time?
• Steady growth indicates a healthy, relevant platform

How to check:

• Ahrefs: Backlinks section shows referring domains and their quality
• Moz: Link Explorer provides link analysis
• Semrush: Backlink Analytics offers comprehensive data

Why it matters: A strong backlink profile indicates industry credibility and means your press release will be associated with a trusted source.

5. Organic Traffic & Estimated Reach

What to measure:

Monthly Organic Traffic:

• How many visitors does the site receive from search engines?
• Tools: Semrush, Ahrefs, SimilarWeb

Traffic Trends:

• Is traffic growing, stable, or declining?
• Seasonal patterns may be normal for industry-specific sites

Geographic Distribution:

• What percentage of traffic comes from South Africa?
• Important for local campaigns

What to look for:

• 100K+ monthly visitors: Major platform with significant reach
• 10K-100K: Established platform with solid audience
• 1K-10K: Niche or emerging platform
• Below 1K: Limited reach (may still be valuable for specific targeting)

How to check:

• Semrush Traffic Analytics
• Ahrefs Site Explorer (Traffic section)
• SimilarWeb (offers free limited data)

Why it matters: Higher traffic means more eyes on your press release and greater potential for pickup by journalists and influencers.

6. Social Media Following & Engagement

Platforms to check:

• LinkedIn (for B2B platforms like Bizcommunity)
• X/Twitter (for news distribution)
• Facebook (for broader audience reach)
• Instagram (for lifestyle/consumer brands)

Metrics to evaluate:

Follower Count:

• Larger following = broader amplification potential
• Compare to industry benchmarks

Engagement Rate:

• Likes, comments, shares per post
• Calculate: (Total Engagements / Total Followers) × 100
• 1-3% is average; 3-6% is good; 6%+ is excellent

Post Frequency:

• Active accounts post regularly (daily or several times per week)
• Consistent posting indicates platform commitment

Content Quality:

• Do they actually share press releases?
• How do followers engage with press release content?

Why it matters: Social media amplification extends your press release's reach beyond the website itself and can drive additional traffic and engagement.

7. Media Pickup & Syndication Network

What to investigate:

Syndication Partners:

• Does the platform syndicate to major news outlets?
• APO Group, for example, guarantees distribution to Bloomberg, Reuters, Dow Jones
• Check the platform's "About" or "Distribution" page

Historical Performance:

• Search for press releases published on the platform
• Did they get picked up by journalists or republished elsewhere?
• Use Google News search with site: operator

Media Contact Database:

• Size of journalist/media contact list
• Industry-specific targeting capabilities

Why it matters: The real value often comes from secondary pickup by journalists and other media outlets, not just the initial publication.

Creating Your Evaluation Framework

Step-by-Step Process:

1. List Your Candidate Platforms

Start with 5-10 platforms that seem relevant to your needs (mix of free and paid).

2. Create a Comparison Spreadsheet

Include columns for:

• Platform Name
• Cost (Free/Paid/Tier)
• Moz DA
• Ahrefs DR
• Semrush Authority Score
• Referring Domains
• Monthly Traffic
• Social Media Followers (by platform)
• Social Engagement Rate
• Syndication Partners
• Special Features
• Target Industry Fit

3. Research Each Platform

Spend 15-30 minutes per platform gathering metrics using the free versions of:

• Moz Link Explorer
• Ahrefs Webmaster Tools (free for sites you own)
• Semrush (limited free searches)
• SimilarWeb
• Manual social media checks

4. Weight Your Priorities

Not all metrics matter equally for every campaign:

• SEO-focused: Prioritize DA, DR, and backlink quality
• Brand awareness: Emphasize traffic volume and social reach
• Media relations: Focus on journalist network and syndication
• Industry credibility: Look for industry-specific platforms with engaged audiences

5. Calculate a Composite Score

Assign points to each metric based on your priorities:

Example Scoring (out of 100): 
 
- Domain Authority: 20 points 
 
- Traffic Volume: 20 points 
 
- Backlink Quality: 15 points 
 
- Social Media Reach: 15 points 
 
- Syndication Network: 15 points 
 
- Cost-Effectiveness: 10 points 
 
- User Reviews: 5 points 
 

6. Test Before Committing

• Start with free platforms to test results
• Try one paid release before committing to annual packages
• Track metrics: referral traffic, backlinks gained, media pickup

Advanced Tips for Platform Selection

Red Flags to Avoid:

Green Flags to Seek:

Budget-Based Recommendations

Bootstrap Budget (R0-R5,000/month)

Strategy: Leverage free platforms strategically

• MyPressPortal (free)
• MyBizPress (free)
• PressReleasePoint (free)
• PR.com (free tier)

Focus on: Writing exceptional releases that journalists want to cover organically

Growing Business (R5,000-R25,000/month)

Strategy: Mix free and paid for optimal reach

• Bizcommunity Biz Press Office (12 releases/year)
• MyPressPortal (supplementary free distribution)
• 24-7 Press Release (international reach)
• nichemarket (local and international reach)

Focus on: Building a consistent presence in industry-specific channels

Established Enterprise (R25,000+/month)

Strategy: Premium platforms for maximum impact

• APO Group (guaranteed major outlet distribution)
• Bizcommunity Platinum Press Office (50 releases/year)
• EIN Presswire (targeted media distribution)

Focus on: Multi-channel campaigns with analytics and media relationship building

Measuring Your Press Release ROI

After distribution, track these metrics to evaluate success:

Direct Metrics:

• Website Referral Traffic: Google Analytics > Acquisition > All Traffic > Referrals
• Backlinks Gained: Check Ahrefs or Moz for new links pointing to your site
• Media Mentions: Google Alerts for your brand + press release topic
• Social Shares: Track shares from the press release page

Indirect Metrics:

• Domain Authority Improvement: Long-term DA/DR growth
• Search Visibility: Ranking for target keywords
• Lead Generation: Contact form submissions or inquiries mentioning the press release
• Sales Impact: Revenue attributed to the campaign period

Comparison Benchmark:

Calculate cost per result:

• Cost per backlink gained
• Cost per 1,000 impressions
• Cost per website visitor
• Cost per qualified lead

Compare across platforms to identify your best performers.

A jumping-off point for South African press releases

Tier 1 Priority (Start Here):

• Bizcommunity (paid) - Best for B2B and guaranteed industry exposure
• MyBizPress (free) - Essential free option for SMEs

Tier 2 (Add When Budget Allows):

• APO Group (paid) - When you need pan-African or international reach
• MyPressPortal (free) - Additional free distribution never hurts

Tier 3 (Specialised Needs):

• 24-7 Press Release - International campaigns
• EIN Presswire - Direct journalist targeting
• AfricaBusiness.com - Pan-African B2B focus

Quality Over Quantity:

Don't distribute the same press release to 20 platforms in the hope of better results.

Instead:

1. Write one exceptional, newsworthy press release
2. Choose 2-3 platforms that align with your goals and budget
3. Optimise for each platform's audience
4. Track results meticulously
5. Iterate based on performance data

Note: A well-crafted press release on two high-authority platforms will always outperform a mediocre release blasted to dozens of low-quality sites. 

Spray and pray or strategically target, it's up to you

South Africa offers a diverse ecosystem of press release platforms, from completely free options like MyBizPress to premium services like APO Group. The key to success isn't just choosing the most expensive option—it's about selecting platforms that align with your goals, audience, and budget while delivering measurable results.

By using the metrics outlined in this guide—Domain Authority, Domain Rating, Authority Score, backlink profiles, traffic analysis, and social media reach—you can make data-driven decisions that maximise your press release ROI.

Start with free platforms to test your messaging, invest in paid platforms when you need guaranteed exposure or specific audience targeting, and always measure your results to continuously improve your press release strategy.

Remember: The best press release platform is the one that reaches your target audience effectively while delivering measurable value for your investment. Use these tools and frameworks to find your perfect fit.

Submit Your Press Release

We’ve launched a brand-new Press Release section on nichemarket, providing businesses with the opportunity to showcase their latest news, product launches, and announcements to our growing community of readers. Want your story featured? Contact us at info@nichemarket.co.za to submit your press release today.

Tags: Outreach, Press Release, Marketing