Distributing Press Releases: How Does It Work

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distributing press releases

Distributing press releases isn’t just a helpful marketing tool just for big-name celebrities or huge corporations. The truth is that most business owners could benefit from sending out releases at the right time.

When a press release is used the right way, you can spread the word about new products and services, improve SEO, and even get a little local coverage. The trick to making it all happen is having the right distribution plan.

If you’re new to the world of press releases, we will teach you a bit about how distribution works and why a press release service can be just what you need.

What to Know About Distributing Press Releases

Writing about your newsworthy event is important, but it isn’t enough to get you noticed. For your press release to get seen by the right people, it has to be sent out in a certain way. This is where press release distribution can help.

Press release distribution is the process you use to get your release in front of the right people. The right people are usually journalists at national and local publications. However, niche bloggers, influencers, and other media personalities can be included in this as well.

Self-Distribution vs. Distribution Service

There are two main ways to distribute press releases: on your own or through a distribution service.

Some people choose to handle distribution on their own. They may choose to reach out to individuals via email and send their press releases as an attachment. Although some people prefer this, it can have its drawbacks.

Sending out individual emails can take a lot of time, leaving you vulnerable to mistakes. Journalists may also not appreciate being part of a mass email chain and could ignore any large sends. This method also only “works” if you have an extensive personal network of journalists and other people in the media.

A distribution service handles the entire process from start to finish. They have their own private network of journalists and other distribution channels for your press release. All you need to do to get their help is have your release ready, and they’ll handle the rest.

Benefits of Press Release Distribution Services

Everyone has their preferred distribution methods. Despite this, there are benefits of press release services that can’t be ignored.

Regardless of whether you’re new to PR or have been working in the industry for years, a reliable distribution service is necessary. Here are just a few reasons why a distribution service is an essential part of any press release plan.

Reach Your Target Audience

When some businesses send out press releases, they prefer to send them to as many people as possible to increase their odds of getting coverage. While this may seem like a good idea in theory, it could hurt their chances.

Sending a press release to disinterested people can waste their time and yours. If you keep it up, you could find your emails bouncing back from people who opted to block receiving emails from you altogether.

Many distribution services have curated lists that target people in specific fields and niches. They’ll send your release to relevant and interested parties, which can increase your chances of getting picked up.

Get Extra Help

Do you know the proper way to format a release? Are you confident that your title and first paragraph are enough to hook your reader and convince them that your story is newsworthy? Does your lack of PR experience make you worry about the quality of your releases?

You may not know how to format and write a great release, but your distribution service will. It isn’t unusual for some PR services to offer more than just distribution. Their extra help could be just what you need to get your releases noticed!

When looking for distribution help, see if they offer writing or editing services. This can save you a lot of time and improve your chances of getting picked up.

Get Wider Coverage

Let’s say you are relatively well connected to journalists in your area or your field. You may have been working in your chosen industry for years and know people, but there’s no way one person can have more connections than a distribution service.

You, your boss, or a friend may know a few dozen people that could get your release published. A distribution service would know thousands, or possibly even millions, of places to send your release. You may know some journalists personally, but distribution services have professional connections on their side.

Improve Your Image

Getting a random release in your inbox from someone you aren’t familiar with isn’t that appealing to journalists and other people that could pick up your release. The name may ring a bell, but the company and topic don’t mean much to them. If you’re lucky enough to have them open your email, they likely won’t be following up.

A release from a distribution service and a release from an individual can have very different results even though the content is the same. Distribution services can be easily recognized by journalists, making your release seem more credible.

Start Distributing Press Releases the Right Way

You have different ways to handle distributing press releases, but going with professional distribution services can be the way to go. When you have help from professionals and added credibility, there’s no telling how far your release can go!

Regardless of your PR needs, we’re here to help with whatever you need! Reach out to us today so that we can come up with a solid PR plan for your business.

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