Press Release Distribution 101

Press releases can be one of the most effective ways to connect with media representatives such as journalists, top bloggers, influencers in your niche, and more. By issuing press releases, you are not only interesting potential customers, you are also potentially connecting with people who could spread the information even more widely to their own target audience.


What is a press release?

A press release is created by a business in order to help market and promote it. A press release tells journalists what is new and noteworthy. Good examples of reasons for issuing a press release include:

  • Announce a new business
  • Launching a new product
  • Hosting a live event, such as a webinar online, or a conference in the real world
  • Raising more funding
  • Mergers
  • Acquisitions

What makes a good press release?

There are several key elements of an effective press release:

  • an enticing headline
  • an interesting sub headline that supports the headline
  • a powerful opening paragraph, which answers as many of the following “6Ws” as possible:
  1. Who
  2. What
  3. Where
  4. When
  5. Why
  6. hoW

These are the essential facts of any news story. Use them as a checklist to make sure you don’t leave out anything important.

  • a high-quality supporting image
  • a video
  • full contact information
  • interesting quotations, if possible, from someone who can be considered an expert

Note that the release should contain keywords related to your niche in all of the most important areas of the release, particularly the headline.

Once you have decided what is worth issuing a press release for, and have crafted the press release, it will be time to distribute it. This is where a press release distribution service can really help you build your brand.

Press release distribution services

There are both free and paid services. They offer a chance to connect easily with your target audience, including journalists, bloggers, and other media representatives. You can connect with them on a local, country-wide or even global level. Those who use the service will usually search by niche or keyword to see what’s new and whether or not it would be of interest to their own target audience.

The best services will also allow you to promote your release on social media with just a couple of clicks.

Making the most of these services

i-Schedule regular press releases

You should submit one no less than once a month. Think of it as a news flash from your business. Try to schedule regular product launches and webinars, for example, that will be worth reporting.

ii-Link to a special landing page to give more information

Use your press release as a marketing tool to get more subscribers, offer more information, and in the long-term, make more sales

iii-Don’t stuff your keywords

Write naturally, for a human audience.

iv-Make sure it reads like a news article, not a sales letter

Don’t be overly commercial. Think helpful expert rather than a pushy salesperson.

v-Track your results

Read the reports from the press release distribution services you use to see how many pickups you get. Most will come in the first few days after the release, but you will often find they can continue for weeks afterward.

vi-Be responsive if someone follows up

Be available and helpful, and you will impress them with your professionalism.

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.

Catch up on the rest of your content marketing news and strategy