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Sending Press Releases
You’ve written a great press release—now what? Learning how to send out press releases effectively is critical for getting media coverage. Many businesses create newsworthy content but struggle with the distribution process.
The best method for sending out press releases is using a professional press release distribution service. These services have established relationships with major news wires like PR Newswire, ensuring your release reaches thousands of journalists, news outlets, and websites. They also automatically optimize timing based on your announcement type, eliminating the guesswork.
As for when to send press releases, eReleases distributes press releases Monday through Friday before 9:00 a.m. ET, when journalists are most likely to review story ideas for the day. There is no single “best” day—consistency and timing matter more than the specific weekday.
This guide covers everything you need to know about how to send out press releases, submitting them for distribution, and timing strategies to maximize your media coverage.
How to Send Out Press Releases: Best Methods and Strategies
Understanding how to properly send and distribute your press release is just as important as writing it well. There are several approaches to sending press releases, each with distinct advantages and limitations.
Press Release Distribution Methods Compared
| Distribution Method | Reach | Typical Cost | Ease of Use | Best For |
|---|---|---|---|---|
| Professional Distribution Service | Thousands of outlets via major wires | $399-$699 | Very Easy | Most businesses |
| Direct Wire Service (PR Newswire) | Thousands of outlets | $1,000-$4,000+ | Moderate | Large enterprises |
| Direct Media Outreach | Limited to your list | Time investment | Difficult | Relationship building |
| DIY Email Distribution | Very limited | Low | Easy but ineffective | Not recommended |
| Social Media Only | Followers only | Free | Easy | Supplement only |
Understanding Press Release Distribution Options
Press Release Distribution Services are the most effective option for most businesses. They handle the entire distribution process, maintain relationships with journalists and news wires, and ensure your release reaches the right people through established channels. Services like eReleases offer access to the premiere press release wire service at a significantly lower cost than direct services.
Press Release Wire Services distribute your release to newsrooms, websites, and databases globally. Premium wires like PR Newswire and Business Wire offer the widest reach, but accessing them directly can cost $1,000 or more per release.
Direct Media Outreach involves personally emailing journalists who cover your industry. While this can supplement wire distribution for major announcements, it requires maintaining an up-to-date media list and understanding each journalist’s beat and preferences.
Social Media and Your Website should always be part of your strategy as supplements, but never as your only distribution method. Posting to social media doesn’t get your news in front of journalists actively seeking stories.
Sending Out a Press Release vs. Submitting a Press Release
While often used interchangeably, there’s a subtle distinction. Submitting a press release refers to uploading or sending your release to a distribution service or wire. Sending out press releases encompasses the entire distribution process—from submission through delivery to media outlets.
When you submit through a professional service, editorial teams typically review your release to ensure it meets journalistic standards before distribution begins.
Sending Press Releases: Step-by-Step Process
Here’s exactly how the professional press release distribution process works:
Prepare Your Press Release
Write and edit your press release following the standard press release format. Have someone else proofread it to catch errors—nothing undermines credibility faster than typos.
Choose Your Distribution Service
Research distribution services that fit your budget and meet your requirements. Look for services that provide access to major wire networks, editorial review, and timing optimization.
Submit Your Press Release for Distribution
Upload your press release through your chosen platform. Most services review submissions to ensure they meet journalistic standards and distribution requirements. This quality control step increases your chances of media pickup.
Select Your Distribution Options
Choose your distribution level based on your goals and budget. Options typically range from national distribution to targeted industry-specific releases. Consider incorporating multimedia elements, such as images and videos, to boost engagement.
Optimize Timing
One of the biggest advantages of professional distribution is automatic timing optimization. Rather than manually calculating the best time to send out press releases, quality press release distribution services automatically schedule your release based on your announcement type, target audience, and media outlet schedules. You can also manually select a specific date if you have strategic timing requirements.
Track Your Distribution Results
After distribution, monitor where your press release appears and how it performs. Professional services provide reporting, enabling you to see many of the outlets that picked up your story, measure your reach, and track engagement.
Sending Press Releases: DIY vs. Professional Service
Many businesses wonder whether they should send out press releases themselves or use a distribution service. Here’s an honest comparison:
DIY Press Release Distribution
How it works: You compile a media list and email your press release directly to journalists.
Advantages:
- Lower upfront cost
- Direct personal contact with journalists
- Full control over the recipient list
Disadvantages:
- Extremely limited reach
- Time-intensive to maintain accurate media lists
- Many journalists ignore unsolicited emails
- No access to wire services or syndication networks
- Manual timing management
- No professional editorial review
- Email deliverability issues
Best for: Local stories and supplementing wire distribution for major stories where you have existing journalist relationships.
Professional Press Release Distribution
How it works: You submit your release to a distribution service that sends it through major news wires.
Advantages:
- Reaches thousands of media outlets automatically
- Access to the premier press release wire service (Cision PR Newswire) at a lower cost if you choose eReleases
- Editorial review ensures professional standards
- Automatic timing optimization
- Syndication to news sites and databases
- Detailed reporting and tracking
- SEO benefits from authoritative backlinks
Disadvantages:
- Per-release fee (typically $399-$699)
Best for: The vast majority of businesses and press releases.
The Verdict on How to Distribute Press Releases
For most businesses, professional distribution is the clear winner. You get exponentially more reach, professional presentation, and timing optimization at a reasonable cost. Save your DIY outreach efforts for building long-term relationships with key journalists in your industry.
How to Submit a Press Release: Best Practices
When submitting a press release for distribution, follow these best practices:
Include All Required Elements: Ensure your press release has a headline, dateline, body copy, boilerplate, and complete contact information. Need help with structure? Check out our press release template guide.
Provide High-Quality Images: If your news is visual, include professional photos or graphics. Images dramatically increase pickup rates and social media sharing.
Double-Check Links: Ensure any URLs in your release are functional and direct users to relevant pages. Broken links look unprofessional and may cause rejection.
Keep Formatting Simple: Avoid unusual fonts, colors, or heavy formatting that may not translate across platforms.
Be Available for Follow-Up: Make sure your media contact is available to answer journalist questions. Some of the best coverage comes from reporters who want additional information.
Optimize for Search: Include relevant keywords naturally in your headline and first paragraph. This helps your release rank in search results and get discovered by journalists.
Add Multimedia When Possible: Press releases with video, infographics, or multiple images get significantly higher engagement than text-only releases.
When to Send Press Releases: Timing Your Distribution
Timing can significantly impact whether your press release gets noticed or buried. Professional distribution services automatically optimize timing, but understanding the principles helps you make strategic decisions.
Best Time to Send Press Releases
eReleases schedules press releases for distribution between 8:30 and 9:00 a.m. ET because this window has proven optimal for media visibility. Delivering releases in the morning ensures journalists receive them while planning their day and before the market opens, when they are most receptive to story ideas.
There is no “best day” to distribute press releases. eReleases distributes press releases Monday through Friday to align with standard newsroom schedules, ensuring releases reach journalists when they are most actively working and reviewing story ideas.
Strategic Timing Considerations
Avoid Major Holidays and News Events: Don’t even try to compete with Thanksgiving, Christmas, election days, or major breaking news. Your story will be buried.
Consider Your Industry’s News Cycle: Some industries have specific days when news is typically released. Financial news often breaks before market opening or after it closes, while tech news flows throughout the week.
Time for Your Audience’s Geography: If your news is regional, time your release for when your target media market is most active.
Give Journalists Lead Time: For embargoed releases about events, give journalists at least a few days’ notice. For immediate news, send it as close to the announcement as possible.
Consider Seasonal Factors: Avoid major industry conferences when your target journalists are away. Summer months (particularly late July and August) and late December see reduced newsroom staffing.
Common Press Release Distribution Mistakes to Avoid
Even newsworthy press releases can fail to get coverage due to common mistakes:
Sending at the Wrong Time: A great press release sent at 5 PM Friday will get far less attention than the same release sent Tuesday at 9 AM.
Using Only DIY Distribution: Manually emailing journalists limits your reach dramatically. Most journalists prefer receiving releases through established wire services.
Ignoring Follow-Up: If a journalist shows interest, respond quickly with any additional information they need.
Not Including Multimedia: Releases with high-quality images or video get significantly more pickup than text-only releases.
Competing with Major News: Don’t send releases during major holidays, breaking news events, or industry conferences.
Inconsistent Distribution: Sporadic press releases get less attention than consistent communication. Develop a regular cadence for newsworthy announcements.
Over-Distributing: Not every company update deserves a press release. Only distribute genuinely newsworthy content. Quality over quantity builds credibility.
Frequently Asked Questions
What’s the best way to send out press releases to the media effectively?
The most effective method is through a professional distribution service that distributes via major news wires like PR Newswire. This reaches thousands of journalists and newsrooms simultaneously while ensuring professional presentation and optimal timing. Supplement wire distribution with direct outreach to key journalists for major stories.
What is the best time to send a press release?
Tuesday through Thursday between 10 AM and 2 PM Eastern Time. Tuesday is often the single best day. Professional distribution services automatically optimize timing for your announcement type, eliminating manual calculations.
How do you distribute a press release to multiple outlets?
Use a professional distribution service that sends through major wire services. This simultaneously delivers your release to thousands of newsrooms, websites, and journalists—far more than you could reach manually.
What’s the difference between sending and submitting a press release?
Submitting refers to uploading your release to a distribution service. Sending encompasses the entire distribution process from submission through delivery to media outlets.
How much does press release distribution cost?
Professional distribution typically costs $399-$699 per release. Direct access to premium wires like PR Newswire costs $1,000-$4,000+. DIY distribution is cheaper but dramatically limits reach and effectiveness.
Should I send press releases directly to journalists or use a wire service?
Use wire services for standard announcements to maximize reach. Reserve direct outreach for exclusive pitches to specific journalists where you have existing relationships. Most businesses benefit from combining both approaches strategically.
When should I send out a press release?
Send releases when you have legitimate news: product launches, significant milestones, partnerships, executive appointments, awards, research findings, or events. Don’t send releases just to stay visible—wait for genuinely newsworthy content.
What day of the week is best for press release distribution?
Tuesday is consistently the best day, followed by Wednesday. These mid-week days capture journalists when they’re actively seeking stories without Monday chaos or Friday wind-down.
Getting Started with Press Release Distribution
Now that you understand the best methods and timing for sending out press releases, here are the key steps:
- Choose a reliable distribution service that provides access to major news wires
- Prepare your press release with all required elements and high-quality multimedia
- Submit through your chosen platform and select appropriate distribution options
- Let automatic timing optimization work for you, or schedule strategically
- Monitor results and track which outlets pick up your story
- Build relationships with journalists who show interest in your announcements
Professional press release distribution remains one of the most effective and affordable ways to generate media coverage, improve online visibility, and build credibility. With the right approach to distribution and timing, your press releases can reach audiences you could never access through manual outreach alone.
Ready to send out your next press release? Learn more about professional distribution options at eReleases.com.