How to Send a Press Release: A Step-by-Step Guide

Now that your press release is polished and ready to go, the next step is to distribute it effectively. Below are the various methods you can use, along with tips for ensuring your press release lands in the right hands.

Identify Your Target Media Outlets

Before you send your press release, it's important to build a list of media contacts. Identifying the right outlets and journalists to target can be the difference between getting coverage or having your press release ignored. Start by:

Researching relevant media outlets: Consider which publications, blogs, or online outlets cover your industry or niche.

Targeting the right journalists: Find journalists who have previously written about topics similar to your announcement. Many media professionals prefer to receive press releases that are relevant to their beat or area of expertise.

Building a media list: Use tools like Cision or Muck Rack to compile a list of relevant media contacts or manually gather emails by checking the websites of target publications.

When building your media list, segment it based on the outlet type, such as:

Local media: If your announcement has regional relevance, target local newspapers, TV stations, and radio outlets.

National media: For major announcements that could have widespread impact, reach out to national newspapers, TV networks, and high-traffic websites.

Industry-specific publications: Niche press releases should go to outlets that specialize in your field, such as trade magazines, blogs, and industry newsletters.

Use Email for Direct Distribution

Email remains one of the most effective ways to send a press release. However, it's crucial to approach this method with care to avoid getting lost in a journalist's crowded inbox.

Here are some best practices for sending a press release via email:

Use a personalized subject line: Your subject line should be clear, attention-grabbing, and personalized for the recipient. Avoid generic subject lines like "Press Release" and instead focus on the most newsworthy part of your announcement. For example, "XYZ Company Announces Revolutionary AI Product to Streamline Small Business Operations."

Keep the email brief: Journalists receive hundreds of emails a day, so make sure your email is concise. Include a brief introduction and a mention of the key news, and attach your press release.

Paste the press release into the body of the email: While it's common to attach your press release as a PDF or Word document, some journalists prefer not to open attachments. To cover all bases, paste the entire press release into the body of the email and attach it in your preferred format.

Follow up carefully: If you don't hear back, it's okay to send a polite follow-up email a few days later. Avoid over-communicating, though, as too many follow-ups can irritate journalists and lower your chances of getting coverage.

Use Press Release Distribution Services

If you want to reach a broader audience or don't have a well-established media list, using a press release distribution service can be a smart move. These platforms distribute your press release to a wide range of media outlets, news desks, and journalists.

Some of the top distribution services include:

• PR Newswire: One of the most well-known services, offering global reach and multimedia capabilities.
• Business Wire: A service focused on distributing corporate press releases to media, analysts, and investors.
• GlobeNewswire: Ideal for international companies, GlobeNewswire distributes to financial markets, media outlets, and news aggregators.

While distribution services can be highly effective, they often come with a cost. For smaller businesses, it may be wise to weigh the costs against the potential benefits.

Leverage Your Own Channels

Don't rely solely on third-party outlets to get the word out. Use your company's own channels to distribute the press release and ensure maximum visibility:

Website: Publish your press release in the "News" or "Press" section of your website. Not only does this make it easier for interested parties to find, but it also boosts SEO by linking it back to your website.

Social media: Share your press release on social media platforms like Twitter, LinkedIn, Facebook, and Instagram. Use relevant hashtags to expand its reach and tag any partners or stakeholders mentioned in the release.

Email newsletter: If you have an email list of customers, clients, or stakeholders, include the press release in your next newsletter. This keeps your audience informed and engaged.

Post on Press Release Aggregator Websites

In addition to sending your press release directly to media contacts and using a distribution service, consider posting it on press release aggregator websites. These websites compile press releases from various industries, making them easily accessible to journalists, bloggers, and consumers. Some of the most popular aggregator sites include:

• PR.com
• PRWeb
• Presswire

Many of these sites allow you to post your press release for free, while others offer premium options for enhanced visibility.

Timing Your Press Release Distribution

Timing is a critical factor in press release success. Sending your press release at the wrong time can result in it being overlooked or buried under other news. Here are some tips for timing your release:

Midweek mornings: Tuesday, Wednesday, and Thursday mornings are generally considered the best times to send press releases, as journalists are more likely to be actively seeking stories.

Avoid major holidays or events: If a significant holiday or major news event is happening, it's best to wait until the noise dies down before sending your release.

Align with industry events: If your announcement is industry-specific, try sending your press release in the lead-up to major conferences or trade shows when media outlets are looking for relevant stories.

Measuring the Success of Your Press Release

Once you've sent your press release, it's important to track its performance to gauge its success. This not only helps you measure ROI but also informs your strategy for future press releases.

Track Media Coverage

Keep an eye on whether any media outlets pick up your press release. Set up Google Alerts for your company name or the key topics covered in your press release to monitor any news mentions.

Monitor Website Traffic

If you included links to your website in the press release, monitoring your website traffic can provide insights into how well your press release is performing. Use tools like Google Analytics to track spikes in traffic and identify where the traffic is coming from. Pay special attention to referral sources—if media outlets or blogs link back to your site, it's a good indication that your press release is gaining traction.

Track Engagement on Social Media

If you shared your press release on social media, monitor the engagement it generates. Track metrics such as likes, shares, retweets, and comments to gauge how well your audience received the press release. High engagement can indicate that your press release resonated with your target audience and sparked interest.

Monitor Press Release Distribution Reports

If you used a press release distribution service, most platforms provide reports that show how your press release performed. These reports typically include:

• Number of impressions: How many times your press release was viewed.
• Number of downloads: How many people or media outlets downloaded your press release.
• Media pickups: A list of media outlets that published your press release.
• Geographical reach: The regions where your press release received the most attention.
• These insights can help you measure the reach and impact of your press release and inform your strategy for future releases.

Track Leads or Sales

For press releases that announce a product launch, promotion, or event, it's important to track any leads or sales generated as a direct result. You can use tools like UTM codes or trackable URLs to measure how many people clicked through your press release and completed a purchase or signed up for more information. This is particularly valuable for determining the ROI of your press release efforts.

Follow Up with Journalists

After sending your press release, it's a good idea to follow up with the journalists or media contacts you targeted. A polite email asking if they need any further information or offering to provide additional materials can encourage them to cover your story. If any journalists do cover your press release, reach out to thank them and establish a positive relationship for future releases.

In Summary

Learning how to send a press release effectively is crucial to gaining media attention and ensuring your news reaches the right audience. By identifying the appropriate media outlets, using direct email distribution, leveraging press release distribution services, and sharing your release on your own channels, you can maximize the reach of your press release. Additionally, tracking the performance of your press release through website traffic, social media engagement, and distribution reports will give you a clearer picture of its impact.

With the right strategy, your press release can serve as a powerful tool for increasing brand visibility, driving engagement, and securing media coverage.

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