How to Distribute a Press Release: What You Need to Know

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How to Effectively Distribute Press Releases

how to distribute a press releasePress releases are a vital tool for communicating important news and updates to the public, media, and other stakeholders. But even the most compelling press release will do nothing for your business if you don’t get it to right audience – members of the media who will pick up your news and either write their own story about it or run your press release as is.
Here are some strategies for effectively distributing your press releases to get them to that ideal audience:

1. Identify Your Audience

Before distributing your press release, it’s crucial to identify your target audience. Consider the demographics, interests, and preferences of the people you want to reach and which media best reaches them. Tailor your distribution strategy to ensure your press release reaches the people at those media outlets who are most likely to cover your story.

2. Build a Media List

A well-curated media list is essential for effective press release distribution. This list should include journalists, editors, bloggers, and influencers who cover your industry or topic. Regularly update your media list to ensure it remains current and relevant.

3. Leverage Press Release Distribution Services

But building a media list will never reach as many highly targeted reporters and influencers as you will be able to reach through a quality press release distribution service. Plus, they can do it at the fraction of the cost of building and maintaining your own list.
Quality press release distribution services like have extensive networks of journalists and media outlets. These platforms can help amplify your message and increase your chances of coverage.

4. Use Social Media

Social media platforms are powerful tools for distributing press releases. Share your press release on your organization’s social media accounts and encourage employees and partners to do the same. Use relevant hashtags to increase visibility and engagement.

5. Email Distribution

Reach 1.7 Million Journalists

Email remains a highly effective method for distributing press releases. Send your press release directly to your media list, including a personalized message for each recipient. Ensure your email subject line is compelling to increase the open rate.

6. Publish on Your Website

Post your press release on your organization’s website, ideally in a dedicated press section. This not only makes it accessible to visitors but it also becomes content that boosts your SEO visibility, making it easier for people to find your news through search engines.

7. Engage with Online Communities

Participate in relevant online communities and forums where your target audience is active. Sharing your press release in these spaces can generate interest and discussion around your announcement.

8. Follow Up

Following up with journalists and media outlets after sending your press release is essential. A polite follow-up email or phone call can remind them of your announcement and increase the chances of coverage. Be respectful of their time and deadlines.

9. Measure Your Results

Quality press release distribution services provide data to help you evaluate the success of your press release distribution efforts. That data gives you a great start towards tracking metrics such as media coverage, social media engagement, website traffic, and email open rates. Use these insights to refine your strategy for future press releases.

10. Consistency is Key

Consistently distributing press releases helps build relationships with media contacts and keeps your organization in the public eye. Develop a regular schedule for distributing press releases to maintain visibility and engagement.

Creating Your Press Release Distribution Plan

When distributing a press release, you can use a few different channels: newswire services, media databases, direct pitching to journalists, and social media. Let’s break down each of these options in more detail.

Newswire Services

Newswire services distribute press releases to a large network of media outlets, journalists, and news organizations. Some of the most popular newswire services include PR Newswire, BusinessWire, and Marketwired. When you submit your press release to a newswire service, they’ll distribute it to their network for a fee.

Media Databases

Media databases are online platforms that house information about journalists, publications, and media outlets. These databases can help you target specific journalists and publications relevant to your industry. Some of the most popular media databases include Cision and Muck Rack.

Directly Pitching to Journalists

If you have a specific journalist or publication in mind, you can pitch your press release directly to them. This method requires some research and personalization but can result in more targeted and personalized coverage. Similarly, you can contract the services of a press release distribution company, and they can pitch for you.

Social Media

Social media can also be a valuable tool for distributing press releases. You can share your press release on your own social media channels and reach out to influencers and journalists on social media platforms. Unless you’ve built a strong community, this method will likely be the least effective, but it’s a great way to boost initial, authentic engagement from followers (and friends).

What’s Included?

When you distribute a press release, there are a few key elements that should be included:

  • A compelling headline
  • A strong opening paragraph that summarizes the key points of the release
  • Quotes from company executives or experts
  • Contact information for journalists to follow up
  • Any relevant multimedia, such as images and videos

In addition to these elements, it’s important to tailor your press release to the specific channel you’re using. For example, if you’re pitching directly to a journalist, you’ll want to personalize the pitch and provide context for why your story is relevant to their beat.

Overall, the press release distribution process can be complex, but it’s an essential step in getting your message out there. By understanding the different channels and including key elements in your release, you can increase the chances of getting the coverage you want.

How to Distribute a Press Release

Have you tried the online press release process above, only to hear crickets? Are you scratching your head, thinking, “Why can’t I learn how to distribute a press release correctly?”

If so, it’s time to consider a more effective way of getting your news out there: using eReleases, the press release distribution service that’s been delivering real results for businesses of all sizes for over 20 years.

Let’s talk about the benefits of using eReleases to distribute your press release effectively.

Hand-Selected Journalists

eReleases understands the importance of sending your press release to the right people. We have a 94% delivery rate to hand-selected journalists in your specific market. This ensures that your press release is not only seen by journalists but that it also reaches the ones who are most interested in your story.

Targeted Distribution

As a business owner, you know that not every journalist or media outlet will be interested in your news. That’s why, at eReleases, we target every press release we send out to reach only those media and reporters who are most likely to want your release. Those reporters trust eReleases and are much more likely to read and act on your release.

Wide Reach

Wanna reach 1.7 million journalists and social media influencers? Get on our press release distribution list. With access to millions of people interested in your company update or business achievement, your news has a higher chance of getting in front of the right people, no matter where they are in the world.

Trusted Distribution

When you work with eReleases, you’ll submit your press release through Cision PR Newswire, the industry’s most trusted press release distribution wire service. Your news will be in good hands.

Personalized Customer Service

At eReleases, you’ll work directly with an editor (not a salesperson, ever) who will help you refine your headline and do everything they can to help you maximize your success. Say goodbye to automated responses and hello to personalized attention, all to help improve the quality of your press release to ensure engagement and success.

5 Tips for Better PR Distribution

Writing great press releases is key to ensuring success upon distribution. Sure, we can get your press release in front of the eyes of millions of qualified media members and journalists. But if it’s poorly written or doesn’t say anything exciting or new, there’s still a big chance it could flop.

By following these tips, you can ensure your press release gets the attention it deserves. And remember, just because your release doesn’t get picked up right away doesn’t mean it’s a failure. Keep trying and refining your approach. A successful press release distribution strategy takes time and effort, but the results are worth it.

1. Write a Killer Headline

Your headline is the first thing readers will see, so make it count! It should be attention-grabbing and concise. Keep it under ten words, and ensure it accurately reflects your release’s content.

2. Use Strong Keywords

Incorporating relevant keywords into your press release can help it get picked up by search engines and increase its visibility. But be cautious; stuffing your release with too many keywords can have the opposite effect and make it seem spammy.

3. Keep It Short and Sweet

Journalists are short on time, so keep your press release to one page if possible. Make sure the most important information is at the top, and use bullet points to break up large chunks of text.

4. Get to the Point

Save the fluff for your novel. When writing press releases, get straight to the point. Answer the who, what, where, when, why, and how in the first few paragraphs.

5. Hire a Professional

If writing isn’t your forte, eReleases can help you craft the perfect press release. Our team of experienced writers knows exactly what journalists are looking for and can help you get the exposure you need.

Press Release Distribution Services

In today’s fast-paced world, it’s more important than ever to ensure your news stands out. So, if you want to learn how to distribute a press release successfully, work with eReleases.

By using eReleases to distribute your press release, you’ll get highly targeted distribution, a wide reach, trusted distribution, and personalized customer service, all at an affordable price. Say hello to success and start using eReleases today.

Call us at 800-710-5535 or send us a message with any questions!

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