What You Need To Know Before Setting Up A Press Release Distribution Plan

There are a number of things you need to know before setting up a press release distribution plan. This will enable you to make the most of each press release, for the best return on investment.


A list of free services

If you don’t have a large marketing budget, do your research to find the best free distribution services.

A list of paid services, with tiers and fees

If you have a budget, and/or want to save up for a top service, compare prices, services and reach. For example, some will only distribute to online publications. Others will contact prestigious journalists and media outlets directly. The more prestigious the contacts, the higher the price.

Also, check the rules and regulations for each. Some might have word limits, charge you to add extras like images, and more.

A goal for each release

Every release you create should have a specific, measurable goal in mind. Often referred to as SMART goals, decide what you want each release to accomplish. Once it has been released, you can track your success through the metrics and reporting of the distribution service/s you use.

Include a call to action in every release

The call to action should help you reach your goal. For example, if your goal is to get more subscribers, then a press release about your free e-course on how to lower your cholesterol naturally should have the words, “Click here now to subscribe”, with a link for them to do so.

Monitor your metrics

Check every press release in terms of pickups and also completed calls to action. This will help you determine which distribution services are giving you the best return on investment.

Plan regular releases

Press releases are like advertising. The more consistent you are, the more you will become visible, and remain visible, in the eyes of your target audience. Even better, if your press releases are well-written and genuinely newsworthy, journalists and other media representatives will start to look out for your material.

Position yourself as an expert

The more high-quality releases you distribute, the better you can position yourself as someone worth paying attention to in your niche. Note that the emphasis is on quality, not quantity. Be sure your work is:


  1. Copied and pasted correctly
  2. The right content is in the right fields in the distribution services’ interfaces
  3. You include a high-quality image
  4. You have an enticing headline
  5. You have a great sub headline that supports the headline and urges people to read on to find out more
  6. You use keywords to make it easy for people interested in your niche to find you

Attention to detail is key to good results. A plan will help prevent you from rushing things and dashing off press releases when the mood strikes. One disorganized or messy press release can cost you all the traction you have been trying to gain, and even damage your chances of future pickups.

Putting together your plan

Once you know the costs, target audience, kind of content the media are eager for, and which distribution service/s are giving you the best return on investment, get out your calendar and start organizing regular press releases to build your brand and increase your visibility.

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