Overhead picture of people working on Macbook computers and an iPhone. Image is being used for a Newswire blog post about press release distribution best practices.

Press Release Distribution Best Practices  

With so many communication touchpoints at our fingertips, choosing the right ones for your brand can feel overwhelming.  

A tried-and-true marketing vehicle that’s withstood the test of time is press release distribution.  

However, just like with any marketing initiative, you need a plan.  

In this blog post, we share seven best practices for distributing press releases to reach more people and increase online visibility.  

7 Press Release Distribution Best Practices  

Step 1: Identify a Newsworthy Angle  

A successful campaign is relevant to the target audience and the media. And it all starts with a newsworthy angle.  

A newsworthy angle gives your campaign purpose. It elevates the context of the message you’re sharing.  

If you want to learn more, check out our How to Develop a Newsworthy Angle Smart Start.  

Step 2: Follow the Proper Press Release Format  

A proper press release format is crucial in effectively sharing your message with your target audience and the media.  

Follow this press release format:  

  • Headline  
  • Summary  
  • First paragraph – Follow the inverted pyramid which addresses the who, what, when, where, why, and how in the first paragraph of your press release.   
  • Multimedia  
  • Quotes  
  • Call-to-action  
  • Boilerplate  

Step 3: Optimize your Content for SEO 

Websites aren’t the only ones that can benefit from search engine optimization (SEO); it’s also a crucial component of the press release distribution puzzle. When writing an optimized campaign, be sure to include relevant keywords (to your audience and the topic of the content) in your headline and two to three times throughout the body of your release.   

Including SEO keywords in your campaigns will improve your search visibility and better the odds of your target audience and the media finding your content.  

Step 4: Choose the Right Distribution Channel  

Just as the content of your press release is important, so are the distribution channels you choose.   

At Newswire, we offer customers their choice of our 10 distribution channels to help you distribute the right message to the right audience at the right time.   

Explore our distribution options, here.  

Step 5: Support your Campaign with Media Pitching  

You still have work to do after your campaign hits the wire. Now’s the time for you to craft customized pitches to send to relevant journalists and media contacts.   

Our Media Pitching 101 Smart Start offers tips, advice, and a free template you can use today.   

But, if you’d rather someone else handle this portion of the process for you, we can help with that too. 

Check out our Optimized Press Release Services. This plan bridges the gap between your brand and the media.  

Step 6: Use Multichannel Promotion  

Press release distribution is part of a comprehensive media and marketing communications strategy.   

To that point, press releases are one marketing vehicle you can use to share your message. Supplement your outreach with other marketing channels where your audience spends the most time.   

For example, you can turn your press releases into social media posts.  

By posting your press release to various channels, you in turn give your brand additional opportunities to expand your reach and connect with your target audience and the media.  

Step 7: Analyze the Results  

As a marketing professional, you know data is fuel to any strategy. The same applies to press release distribution. To evaluate the success of your press release campaign, be sure to track key metrics such as:  

– Pickups  

– Views  

– Clicks  

You receive this information with every press release you distribute with us.  

In addition to these key insights, pay attention to any earned media opportunities a press release campaign receives.   

All these data points will help paint a picture of what’s working and what’s not so you can refine your strategy for future releases.  

If you have questions about our press release distribution services, we have answers! Contact us today!

Maria Marchewka is a Digital Marketing Strategist at Newswire. Maria is an experienced copywriter, social media marketer, content creator, strategist, and project manager. Her firm belief in being a practitioner and not a preacher of marketing concepts has put her in a position to help companies build brand awareness and connect with their target audiences online.

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