Request Info & Pricing on Sending a Press Release
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How to Submit a Press Release
By MarketBlast
Request Info & Pricing on Sending a Press Release
Whether
you’re launching a new product, announcing a company milestone, or sharing
important news, submitting a press release is a powerful way to get your
message out to the world. A well-written and well-timed press release can
generate media coverage, build brand awareness, and even boost your SEO.
However, to maximize the impact of your press release, you need to know how to
craft it correctly and submit it to the right places.
In
this article, we’ll walk you through the essential steps of submitting a press
release, from writing it to distributing it effectively, ensuring that your
news reaches the right audience and gets the attention it deserves.
Step
1: Craft a Strong, Newsworthy Press Release
The
first step in submitting a press release is creating a compelling and
newsworthy document. Journalists, editors, and bloggers receive hundreds of
press releases each week, so your release needs to stand out.
What
Makes a Press Release Newsworthy?
Before
you start writing, consider whether your announcement is truly newsworthy. Ask
yourself the following questions:
Is
the information timely and relevant?
News outlets prioritize stories that are current and of interest to their
readers. Ensure your press release aligns with current trends or addresses
timely events.
Does
it offer value? Your press
release should provide something of value to the reader, whether it’s a
solution to a problem, an exciting new development, or an important update.
Is
it unique? A press release that highlights a
unique angle or perspective will stand out to journalists. What makes your
announcement different from other stories or press releases?
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Request Info & Pricing on Sending a Press Release
Some
examples of newsworthy topics include:
- Product launches or updates
- Major partnerships or collaborations
- New hires or leadership changes
- Awards or industry recognition
- Event announcements
- Research or survey findings
- Company milestones or expansions
Write
a Clear, Engaging Headline
Your
headline is the first thing journalists and readers will see, so make it count.
A strong headline should be clear, concise, and attention-grabbing. Avoid
jargon or overly promotional language, and focus on what makes your news
important or interesting.
For
example, instead of a generic headline like “XYZ Company Announces New
Product,” aim for something more engaging, such as “XYZ Company Revolutionizes
Home Cooking with Innovative Smart Oven.”
Use
the Inverted Pyramid Structure
When
writing your press release, follow the inverted pyramid structure, which means
starting with the most important information and gradually providing more
detail. This allows readers to quickly grasp the main points of your
announcement and encourages journalists to keep reading.
Here’s
how to structure your press release:
- Headline: A compelling and concise summary of your
news.
- Dateline: The location and date of the release.
- Lead
Paragraph: This should answer the “who, what,
when, where, why, and how” of your announcement in the first few sentences. Get
straight to the point.
- Body: Expand on the details of your news, providing
additional context and supporting information. Include quotes from company
leaders or key stakeholders to add credibility and depth to the story.
- Boilerplate: A brief paragraph at the end of the release
that provides background information about your company.
- Contact
Information: Provide the
contact details for the person responsible for handling press inquiries,
including name, phone number, and email address.
Keep
It Concise
Journalists
are busy, so keep your press release concise—ideally no more than one page or
300-500 words. Stick to the facts and avoid unnecessary fluff or promotional
language. Your goal is to deliver the news in a straightforward, easy-to-read
format.
Include
High-Quality Visuals
Adding
visuals to your press release can significantly boost engagement. Include
high-quality images, infographics, or videos that help illustrate your story.
Visual content makes your press release more shareable and can increase the
chances of it being picked up by media outlets.
If
you’re submitting your press release online, include links to downloadable
versions of your images and videos, so journalists can easily access them.
Step
2: Target the Right Media Outlets
Once
you’ve written your press release, the next step is determining where to send
it. Submitting your press release to the right outlets is crucial for getting
the coverage you’re looking for.
Identify
Your Target Audience
Before
you can choose which media outlets to target, you need to identify your
audience. Who are you trying to reach with your news? Are you targeting a
specific industry, geographic region, or demographic?
For
example, if you’re launching a tech product, you’ll want to focus on technology
journalists, blogs, and publications. If your press release is about a local
event, prioritize local news outlets and community publications.
Research
Relevant Journalists and Publications
Take
the time to research which journalists and publications are most likely to be
interested in your story. Look for reporters who have covered similar topics in
the past, and read through recent articles to understand their writing style
and areas of interest.
Some
resources to help with your research include:
- Google
News: Search for recent articles related to
your industry to find relevant journalists and publications.
- Media
databases: Tools like Muck Rack, Cision, and
Anewstip can help you find media contacts by searching for keywords or specific
industries.
- Social
media: Follow journalists and editors on
platforms like Twitter and LinkedIn to stay updated on their recent work and
areas of interest.
Once
you’ve identified the right journalists, create a media list with their contact
information, publication, and a brief note on why they may be interested in
your press release.
Tailor
Your Pitch
While
your press release is the core document, it’s essential to tailor your email
pitch to each journalist or publication. Avoid sending a generic mass email.
Instead, write a personalized email that explains why your story is relevant to
their audience.
For
example:
“Hi
[Journalist’s Name],
I
recently read your article on [related topic] and thought you might be
interested in this new development from XYZ Company. We’re excited to announce
the launch of our new product, which [briefly explain how it relates to their
beat or previous coverage].
Attached
is a press release with more details, and I’d be happy to answer any questions
or provide additional information. Looking forward to your thoughts.
Best,
[Your Name]”
Personalized
pitches are more likely to catch a journalist’s attention and result in
coverage.
Step
3: Choose the Right Distribution Channels
There
are several ways to distribute your press release, and choosing the right one
depends on your goals, target audience, and budget. Here are some of the most
common press release distribution methods:
Email
Outreach to Journalists
One
of the most effective ways to submit a press release is through direct email
outreach to journalists, bloggers, and editors. As mentioned earlier, creating
a personalized email pitch tailored to each contact is key to getting their
attention.
Press
Release Distribution Services
If
you want to reach a broad audience or don’t have the time to pitch individual
journalists, using a press release distribution service can be a great option.
These services distribute your press release to hundreds or even thousands of
media outlets, journalists, and websites.
Some
popular press release distribution services include:
- PR
Newswire: One of the most widely recognized
distribution services, PR Newswire offers extensive reach to media outlets
worldwide.
- Business
Wire: A trusted platform for distributing
press releases to media, industry professionals, and financial audiences.
- GlobeNewswire: Specializes in financial news distribution,
but also serves various industries.
- PRWeb: A more affordable option for small businesses
or startups looking to distribute press releases online.
Keep
in mind that while press release distribution services can get your news in
front of a large audience, they don’t guarantee media coverage. To maximize
your chances, it’s still a good idea to combine these services with
personalized email outreach.
Publish
on Your Website and Social Media
Don’t
forget to publish your press release on your own website and share it across
your social media channels. Having your press release available on your website
allows potential customers, partners, and investors to easily find it, and
sharing it on social media can help increase visibility.
Create
a dedicated press or news page on your website where you can archive press
releases and other media mentions. Make it easy for journalists to find your
latest news and access any supporting materials, like images or videos.
Use
Online Newsrooms
An
online newsroom is a section of your website dedicated to media resources. This
is a valuable tool for journalists who want to cover your company or invention
and need quick access to press releases, high-resolution images, videos,
company background, and key contacts. Creating an online newsroom makes it easy
for media professionals to find everything they need, increasing the chances of
coverage.
Step
4: Follow Up
After
you’ve submitted your press release, it’s important to follow up with
journalists and editors who may be interested in your story. Wait a few days
after sending your press release before following up with a polite, concise
email. In your follow-up, ask if they’ve had a chance to review the press
release and offer to provide any additional information or answer questions.
Following
up shows that you’re serious about your news and can help keep your press
release top-of-mind for busy journalists.
Step
5: Measure the Results
Once
your press release has been distributed, it’s important to track the results.
Monitoring the impact of your press release can help you gauge its
effectiveness and refine your strategy for future announcements.
Some
key metrics to track include:
- Media
Mentions: Use media monitoring tools like
Google Alerts, Mention, or Muck Rack to track how many media mentions your
press release has received. These tools will alert you when your press release
or related keywords appear in online news articles, blogs, or social media
posts.
- Website
Traffic: Use tools like Google Analytics to
monitor any spikes in website traffic after your press release is distributed.
Pay attention to referral traffic from news outlets and other websites that may
have covered your announcement. This can help you determine which media
placements are driving the most visitors to your site.
- Social
Media Engagement: Track the
performance of your press release on social media. Monitor metrics such as
likes, shares, comments, and click-throughs to see how well your press release
is resonating with your audience. Tools like Hootsuite or Sprout Social can
help you manage and track social media performance.
- Backlinks
and SEO Impact: Press releases
can help improve your search engine rankings if news outlets link back to your
website. Track the number of backlinks generated by your press release and see
if it contributes to higher search engine visibility for your brand or key
product pages.
- Lead
Generation and Sales: If your press
release is promoting a new product or service, track how many leads or sales it
generates. Use tools like Google Tag Manager or CRM systems to monitor
conversions from users who interacted with your press release.
Measuring
these metrics will give you insights into the success of your press release,
showing what worked well and where you can improve for future announcements.
In Summary: How to Submit a Press Release
Submitting
a press release is an essential part of any effective public relations
strategy. By crafting a well-written, newsworthy press release and
strategically distributing it to the right media outlets, you can generate
valuable media coverage, build brand awareness, and engage with your target
audience. The key steps include writing a clear and concise press release,
targeting relevant journalists and publications, using the right distribution
channels, and following up with media contacts.
By
taking the time to personalize your outreach, track your results, and refine
your approach, you can ensure that your press releases are successful in
achieving your marketing and PR goals. Whether you’re a startup announcing a
product launch or a well-established business sharing exciting news, mastering
the art of submitting press releases will help you get your message out to the
world.
Request Info & Pricing on Sending a Press Release
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