Nearly 80% of content marketers incorporate press releases into their content marketing strategies. Press releases can help you reach a broad audience of potential customers. You can boost brand awareness, highlight your value, and draw in leads.
It’s not enough to learn how to write a press release, though. Deciding where to send a press release is essential, too.
After all, you’ll want to choose a publication that can help you reach potential customers!
Here are the seven tips you need for a successful press release submission. With these tips, you can learn how to send a press release with ease. Then, you can start getting press and boosting brand awareness.
Set your business up for success with these easy tips today!
1. Create a List of News Outlets
You don’t have to send your press release submission to every publication under the sun. Instead, take a moment to consider your target audience. If you’re targeting a broad audience of customers, segment them into personas based on:
- Buying behaviors
- Age
- Gender
- Pain points
- Location
- Household income
- Education
- Language
- Interests
- Hobbies
- Marital status
Creating buyer personas will help you segment your audience groups. Then, you can find the right publication for each group. Segmenting your audience will help ensure you reach every person you consider an ideal customer.
Then, you can start building a media list for press contacts that reach your target audience.
Look for publications within your niche or industry. You can make a list of:
- Traditional news agencies (radio, TV, newspapers)
- Digital news outlets (blogs)
- Social media influencers (on Facebook, Instagram, LinkedIn, etc.)
Create a spreadsheet to stay organized. Your spreadsheet can include the outlet name, press contact, and contact information. Look for information about their target audience, too.
You can use Google, LinkedIn, and other directories to get started.
This step can take time, but it is essential. Otherwise, you could choose media outlets that don’t target your ideal audience.
If you want to save yourself valuable time, you don’t need to look for news outlets for press coverage. Instead, hire a professional distribution service. Our company will write, edit, and distribute the press release for you.
We can help streamline the process and ensure your press release reaches the right audience.
2. Read Their Guidelines
Once you start narrowing down your options, look at each news outlet’s submission guidelines. Their guidelines will help you determine how to send a press release.
Most news agencies and journalists have a submission page on their websites. Otherwise, look for a “Contact Us” page.
Make sure to read the instructions carefully. Skipping this step could result in your press release submission ending up in the trash.
The submission guideline page might highlight what topics the agency is interested in. They should include technical details and where to send a press release, too. For example, they might mention a file type or preferred word count.
Usually, you can email your press release submission to a publication. Some might have a portal for submissions on their website, though.
Make sure your press release is formatted for each publication’s specifications.
3. Write a Submission Email
Only 61% of emails keep readers interested for 8 seconds or more. About 23.5% of emails are only skim-read. Meanwhile, 15% of all emails capture a reader’s attention for less than two seconds.
Once someone opens an email, you have 13.4 seconds to engage the reader. Otherwise, they’ll send your email straight to the trash bin.
Now that you know where to send a press release, consider how to send a press release.
Reach out to the contacts on your spreadsheet. When drafting your email, don’t forget to consider the:
- Subject line
- Personalized greeting
- Strong, engaging introduction
- Email body
- Closing
Make sure the subject line grabs the reader’s attention. Choose a subject line that’s relevant to the publication, too. Otherwise, the journalist might not think your submission is relevant to their readers.
Keep your subject line short, sweet, and to the point. Try to tease the content within the email.
Then, work on your greeting. Refer to the journalist by name to personalize your message. Otherwise, it might seem like you’re creating a general email for many different publications.
Create an introduction to help your business stand out from others within the industry. Then, highlight why the journalist should choose your publication. What value are you offering the publication’s readers?
Finally, close the email and include your contact information at the bottom.
Then, you can add your press release within the email.
Don’t attach your press release to the email. Avoid adding a link to Dropbox, too. You want to make sure the press release is easily accessible.
Otherwise, you could give the journalist an extra, unnecessary step in the process.
4. Follow Up
After you send your press release submission, wait a few days. Remember, journalists are busy. You don’t want to bombard them with emails.
After about three days, consider following up. Let them know you wanted to make sure they received your press release.
If you don’t hear back after the first follow-up, don’t rush to contact them again. It’s likely your press release wasn’t the right fit for their publication.
Instead, look at your list and decide where to send a press release next. You can likely find a better publication that suits your target audience.
5. Use a Distribution Service to Syndicate
Our press release distribution service can help you submit a single press release to hundreds of:
- Journalists
- Reporters
- News outlets
- Blogs
- Influencers
- Social media accounts
You can save yourself valuable time and effort by working with a professional press release company. Our company already has a list of contacts we can reach out to. You can leverage our existing relationships to find the perfect media outlet for your press release.
Syndicate your release by selecting a plan. Choose your release date and specify your target audience, too. You can select a specific industry, demographic, or location.
Then, you’ll upload your press release and multimedia. Consider adding a photo or video along with your press release.
Imagery can add value to your content and help draw readers in.
You can then collaborate with our press release company to ensure your piece is polished and ready for distribution. Our company can also write the press release for you. We’ll save you valuable time and ensure you choose the right media outlets.
6. Promote Your Press Release
About 66% of B2B customers agree that companies should make it easier to access their content. Once you decide where to send a press release, expand your reach using your own outlets. For example, you can post your press release on your company’s blog.
Take the time to optimize the press release for search engine optimization (SEO), too. SEO can help your website rank higher on search engines like Google. When someone searches for your product or service, your press release could appear.
Your press release will help generate brand awareness and boost your credibility.
SEO can also help you acquire more website traffic. As traffic to your website increases, Google will take notice. Your SEO ranking could continue to rise as a result.
The higher you rank, the more likely your website will appear before your competitors’ sites. That way, consumers see your brand before any other.
Once you post the press release on your website, add shareable buttons to the post. Encouraging people to share the post can help you expand your reach even further.
Avoid posting the entire press release on your website. Instead, use a synopsis. Otherwise, posting duplicate content could hurt your SEO ranking.
Social Media
Promote your press release on social media, too. You can share links to your press release once it’s posted on high-profile sites. Add a synopsis of your release to the post.
Share a link to each news outlet where your press release was published. Posting these links on social media can boost your exposure. Your brand’s visibility will continue to rise.
Meanwhile, your credibility will grow as well.
Some syndication services also target social media influencers within your niche industry. Working with an influencer can further expand your reach and credibility.
7. Track the Performance
Once you’ve distributed your press release, start tracking its progress. Gathering insights can help you make more informed decisions for the future.
For example, you might decide you want to use a different distribution service or share your press release on different outlets. If your press release doesn’t reach your goals, you might need to reevaluate your strategy.
You can also determine who to target with retargeting campaigns by reviewing the data from your release.
Deciding Where to Send a Press Release: 7 Tips for Successful a Press Release Submission
Don’t miss a chance to expand your reach and online visibility. Instead, use this guide to learn where to send a press release. With these tips, you can start getting press right away.
Submit a press release and get started today.
Need help with your next press release submission? We’re happy to lend a hand.
Explore our pricing today to learn more.