A press release is an official document used to share newsworthy information with the media. Its purpose is to secure attention from journalists, editors, and producers who may then share the announcement with their audience. Successfully getting a story covered often depends less on the writing of the release and more on the strategy behind its submission. This process involves careful preparation, targeted distribution, and professional follow-up.
Finalize Your Press Release for Submission
Before sending your announcement, ensure the document is polished and professional. A complete press release includes several components, starting with a compelling headline designed to capture interest. Below the headline, a dateline indicates the city and date of the release (e.g., CITY, State – Month Day, Year), which communicates the location and timeliness of the news.
The content itself should provide the details, answering who, what, where, when, and why in the opening paragraph. At the end of the document, include a boilerplate, which is a short paragraph describing your organization. Finally, double-check that your media contact information, including a name, email, and phone number, is clearly visible.
Identify Your Target Media
Distributing a press release broadly is less effective than sending it to a select group of relevant contacts. The first step is to identify publications and media outlets that cover your specific industry or local area. If you are announcing a new restaurant opening, your list should include local food bloggers, newspaper lifestyle editors, and regional magazine writers. Avoid sending it to a national tech journalist who has no connection to your subject matter.
Once you have a list of publications, the next task is to find the specific individuals who should receive your release. Social media platforms like X (formerly Twitter) and LinkedIn are useful for this research; many journalists list their “beats,” or areas of coverage, in their profiles. Reading their recent articles or watching their segments will provide insight into the types of stories they prefer. This research helps create a highly targeted media list, increasing the likelihood your announcement will be seen.
Choose Your Submission Method
The two primary methods for delivery are direct email pitching and using a press release distribution service, often called a wire service. Each approach has distinct advantages and is suited for different goals. Understanding these options allows you to select the method that best aligns with your announcement and budget.
Directly emailing your press release to a journalist is the most personal approach. This method requires you to write a brief, customized pitch in the body of the email. The pitch should explain why the story is relevant to that specific reporter and their audience. The full press release should then be pasted below your pitch, not included as an attachment. This technique allows for a personal connection but is also more time-consuming.
Press release distribution services, such as PR Newswire or Business Wire, offer a broader reach. These companies have relationships with a vast network of media outlets and can syndicate your release to hundreds of news sites. This option is effective for maximizing exposure and can be useful for search engine optimization. The main drawbacks are the cost and the impersonal nature of the distribution, which may result in less meaningful engagement from top-tier journalists.
Send Your Press Release at the Right Time
The timing of your submission can influence whether it gets noticed. Journalists receive a high volume of pitches daily, so sending your release at an optimal time can prevent it from being buried in a crowded inbox. It is best to avoid sending press releases on Mondays, when reporters are catching up from the weekend, and on Fridays, when they are winding down.
The most effective window for distribution is mid-week, from Tuesday to Thursday. Sending it in the morning allows it to be part of the day’s initial news cycle assessment. If you are sending your release to contacts in different time zones, be mindful of their local hours. Aim to have your email arrive in their inbox mid-morning, giving them time to review it for their daily reporting.
Follow Up Strategically
A polite and strategic follow-up can bring your press release back to the top of a busy journalist’s inbox. It is best to wait a few days before reaching out again. This pause shows respect for their time and acknowledges that they may not have had a chance to review your initial email immediately.
When you do follow up, send a single, concise email. Reference your original message and inquire if they had any questions. Avoid calling a journalist unless you have a pre-existing professional relationship, as an unexpected phone call can be disruptive. To monitor for any resulting stories, consider setting up news alerts for your company’s name or keywords related to your announcement.