Nearly 80% of marketers are adding press releases to their content marketing strategies. Press release distribution can help you reach your target audience. You can boost brand awareness, website traffic, leads, and sales.
How to Distribute a Press Release
Not sure how to distribute press release materials? Here are a few tips that can help. To maximize the reach and impact of your press release, consider these distribution strategies:
-
Use a press release distribution service
Yes, you can do it yourself, but the best, fastest, and most cost-effective way to maximize the ROI on the time and effort you put into writing your press release is to use a quality press release distribution service. You can distribute your release through services like eReleases which will send it to a wide network of media outlets and journalists.
-
Define your audience
It’s important for you to carefully figure out who is most likely to be interested in your story, then find the media they consume for information on your topic.
-
Build your targeted media list
Identify relevant journalists and outlets in your industry. You should send them personalized pitches along with your release.
-
Leverage online platforms
Post your release on your company website and share it across your social media channels to increase visibility.
-
Time it right
Send your release at optimal times when you know journalists are likely to be checking their inboxes, typically early morning on weekdays.
-
Follow up
After distribution, you should follow up with key contacts to ensure they received your release and offer them additional information if needed.
By combining these methods, you can increase the chances of your press release gaining traction and media coverage.
Neglecting to distribute press releases the proper way might end with your releases getting tossed out. So let’s go into more detail on several of these topics so you can distribute your press releases the best way possible.
Define Your Audience
First, you need to make sure you’re creating a press release with your target audience in mind. If you neglect to consider your target audience, you won’t choose the right publications. Publications want to share press releases that appeal to their readers.
Defining your audience will save you time, stress, and grief in the long run.
First, consider the pain points your customers experience on a daily basis. How will the information you’re providing appeal to their needs? Think about the value your press release is offering customers, too.
Then, gather demographic and psychographic research to better define your audience. Demographics can include:
- Location
- Gender
- Age
- Language
- Marital status
- Career
- Salary/household income
- Education
Think about the psychographics that suit your audience as well. In addition to pain points, consider their interests, hobbies, and buying behaviors.
Consider the publications they choose to read when searching for information or products, too.
Then, write your press release with that publication’s target audience in mind. You’ll have an easier time with press release distribution if your release is personalized. Otherwise, it won’t connect with or appeal to the readers.
You can streamline this entire process by looking for a press release service instead. They can help distribute press release materials for you. They’ll also ensure your press release reaches and appeals to the right audience.
Create a Release Worth Publishing
Publications won’t distribute press release materials that aren’t properly formatted or written. If you want to ensure your release is picked up, dedicate time to the writing process.
Here are a few tips to help you create press releases that publications will want to distribute.
Build a List
Once you define your target audience, you can start building a media list. Determine which journalists and press contacts can help you reach your audience. Explore media outlets outside of newspapers, too.
For example, you can also look at social media influencers, radio programs, magazines, and blogs.
You can use social media platforms, Google, LinkedIn, and online directories to build your list.
Start organizing your list by creating an Excel spreadsheet. List the press contact, publication, and their contact information. Double-check to make sure the publication’s audience aligns with yours.
Then, look for any information about the company’s press release specifications. Make sure to follow their guidelines to the letter. Otherwise, they won’t publish your press releases.
If you’re not sure how to build a list of media contacts, look for a press distribution company. They already have a network of journalists and publications you can utilize. Leveraging their existing network can help expand your reach.
Review the Guidelines
Read each publication’s submission guidelines twice. You can save time by writing press releases with the publication’s rules in mind. Otherwise, they won’t distribute press release materials.
You’ll struggle to reach your ideal customers if your releases never get published.
Don’t assume every company lists the same guidelines. Instead, choose a publication first. Then, write a fresh release for that publication.
Start Writing
Writing your first press release can take a little practice. If you want to save time, find a press release service online. They can write, edit, and distribute press releases for you.
Otherwise, make sure you’re writing using the inverted pyramid style. Place the most important information at the top.
If the journalist needs to trim down your release, they’ll cut from the bottom first.
Have a singular purpose in mind for your release before you start writing. For example, maybe you want to launch a new product. Perhaps you’re acquiring a new business.
Start by grabbing the reader’s attention. Use an interesting, powerful headline to encourage people to keep reading.
For the lede paragraph, highlight the who, what, when, where, and why that’s relevant to the press release.
When writing, make sure each sentence is clear and concise. Try to avoid going over a page. Add action-oriented verbs, too.
Make sure to edit the press release thoroughly. End with a boilerplate and add a link to your company’s website.
Create the Pitch
Before you can distribute press release materials, you need to create a pitch email. Your pitch will encourage journalists to publish and distribute your release.
Journalists receive hundreds of pitch emails daily. Make sure yours stands out by using the proper formatting. Use an attention-grabbing subject line that spotlights the release’s main message, too.
Don’t put the press release into the email as an attachment. Instead, copy and paste it into the email’s body.
Add relevant images like branded photos or a video, too. Over 60% of consumers purchase products after watching videos. If you’re announcing a new product, use a teaser video to get people excited.
Find a Press Release Distribution Company
The easiest way to get a press release published is to find a press release distribution company.
Start searching online to find a press release service. Look for a company that has years of experience in the industry. Read client reviews to make sure you’re choosing the best possible services.
If you find a number of complaints posted for that agency, remove them from your list.
Make sure the distribution company will help you reach your target audience. Review the list of media outlets they work with.
Determine if they offer search engine optimization (SEO) services, too. Ask if they’ll provide you with analytics for each press release as well. Reviewing analytics from your efforts can help you make improvements in the future.
Then, ask each company for a pricing list to compare your options.
Why Choose eReleases as Your Press Release Distribution Service
There’s a reason why eReleases is the best press release distribution service for small businesses. Actually, there are ten of them:
- Cision PR Newswire Partnership: Unlike some services that merely claim newswire status, eReleases is the only full-exposure, nationwide partner of PR Newswire, a dedicated press release newswire.
- Professional Editorial Staff: You’ll work with salaried editors who have journalism backgrounds, not commission-driven salespeople. This ensures you receive unbiased, professional advice.
- High Delivery Rate: eReleases boasts a 94% delivery rate to carefully selected journalists across various industries, significantly increasing your chances of media coverage.
- Nationwide Distribution: Your press release isn’t limited to local circulation. eReleases offers full, nationwide distribution through PR Newswire, expanding your potential reach.
- Transparent Reporting: With their WireWatch™ Reports, you receive verifiable links to your distributed press release, providing clear evidence of its dissemination.
- Targeted Approach: eReleases combines broad newswire distribution with direct-to-journalist email sends, maximizing your exposure to relevant media contacts.
- Cost-Effective Service: By leveraging their bulk purchasing power, eReleases passes along discounts to you, offering premium service at competitive rates.
- Beyond SEO Focus: While online visibility is valuable and certainly part of every press release eReleases distributes, eReleases prioritizes reaching actual journalists rather than merely optimizing for search engines.
- Realistic Expectations: eReleases advises that successful media coverage often requires multiple press releases, not just a single attempt. This honest approach helps you plan more effective campaigns.
- Proven Results: Many clients report significant increases in media coverage and business growth after using eReleases, testament to the service’s effectiveness.
Key Differentiators:
- Utilization of a true newswire service, not just web-based distribution
- Access to professional editors rather than sales staff
- Comprehensive nationwide distribution capabilities
- Provision of transparent distribution proof
- Emphasis on sustained press release campaigns for optimal results
By choosing eReleases, you’re opting for a service that combines wide-reaching distribution, professional expertise, and a track record of success. These factors position your press release for maximum impact and media attention.
Expand Your Reach: How to Distribute Press Release Materials
Increase the likelihood that publications will pick up your press releases. Learn how to distribute press release materials the easy way with these tips. Remember, the easiest way is to find a press release service.
With help from a press release distribution company, you can sit back and accomplish your marketing goals with ease.
Ready to get started? We’re here to help.
Review our pricing today to get started.