Five Ways to Increase Press Release Distribution Results

Press release distribution is how you get your company story and news into the hands of media representatives. There are a variety of channels and tactics that you can use to distribute your release, including emailing to targeted representatives and using a press release distribution service. Even with these two primary tactics, there are steps you can take to improve your results.


  1. Time It Right

With press release distribution, timing is everything. When you distribute to your target media representatives, make sure you distribute to them a day or two before you distribute with your service. This gives your local or target media representatives time to cover the story before it hits the mainstream wires and services.

  1. Keywords Do Matter

While SEO isn’t generally a primary reason for using press release marketing, keywords are still an important component of an effective release. Why? Because keywords are how media representatives find your information, and they are what grabs attention. When a journalist or a blogger is scanning your press release, they’re looking for words that relate to them or that grab their attention. If you have keywords in your title and in your summary and introductory paragraph, then you stand a better chance of success.

  1. Pay Close Attention to Your Headline

Spend as much, or more, time writing your press release headline as you do writing the entire press release. It is the first thing that people see, and it can either motivate them to read more or to click away. Headlines need to be succinct and at the same time announce your news and grab attention. Study headlines that work, and test and track your own press release headlines to see what works for your audience.

  1. Add Visuals

Visuals help communicate your message. They add interest, they brand, and they can also motivate the reader of your press release to take action. Video is particularly effective with the media. Add a video to your press release and test your results. In addition to video, consider photos, charts and graphs, and even infographics.

  1. Use a Distribution Service

Finally, if you’re not already using a press release distribution service, consider adding that step to your process. Yes, it’s always a good idea to target key media representatives. And yes, sharing your press release with your social media followers and email list is generally a good idea. However, if you’re not using a distribution service, then you’re missing out on hundreds, perhaps thousands, of media outlets that may be interested in your company’s news.

Press release distribution is a strategic process of getting your story into the right hands. It requires goal setting, follow through, and assessment. Embracing these five tips into your distribution process will help you reach a wider audience and generate better PR results.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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