Are you struggling to get the word out about your business, product, or service? A press release could be just the thing you need to boost your exposure. However, simply writing a press release isn’t enough; you need to distribute it effectively to ensure it gets seen by the right people.
Unfortunately, forwarding it to friends and family via email won’t cut it (although that helps!), and sharing it on LinkedIn with your professional network won’t likely give it the boost it needs to truly make a splash.
If you’re wondering how to distribute a press release, you’re in the right place. This quick guide will give you the lowdown on everything you need to know to effectively get your release in front of journalists, bloggers, and other potential audience members.
What is a Press Release?
When you hear or read about the latest news of a new product, service, or event, chances are it has been announced via a press release. Regardless of whether it reached you via email marketing or a news story, any updates about a company or organization that came from a media outlet are likely a press release!
In a nutshell, a press release is a written document that companies or organizations use to announce news, announce an event, or promote a product or service to media outlets. It’s essentially a way to get the word out to the public and can be distributed through various channels, including newswires, social media, email, and more.
Press releases typically follow a standard format, with an attention-grabbing headline, a news summary, quotes from executives or spokespeople, and contact information for journalists seeking further details.
Sound a bit like a news story? We hear that a lot, but they’re two different types of media. While a press release provides information, it’s ultimately up to journalists to determine whether or not it’s newsworthy and to craft their own stories based on the information provided.
Press Release Distribution Process
So, now you know what a press release is, and you’ve got yours all polished up and ready to go (wow, that was quick…did you use our PR writing services?). But now what? If you want your press release to be seen, heard, and talked about by as many people as possible, you need to know how to distribute it effectively.
Don’t worry, though. You don’t have to do it all alone! We’ll walk you through the traditional ways of distributing press releases and what they usually include.
It starts by understanding that, 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!