Getting media coverage is invaluable for promoting your business, products, or events. One of the most effective ways to earn publicity is through a well-crafted press release.
But simply writing and distributing a press release isn’t enough. You need to know how to send a press release properly to maximize your chances of capturing journalists’ interest and coverage
Follow this comprehensive guide to learn proven press release distribution strategies. We’ll cover identifying media targets, optimizing messaging, email outreach, following up, and more. With these tips, you can successfully gain media attention and exposure opportunities.
Step 1: Build Your Media List
The first step is to research and compile a targeted list of media contacts. These are the journalists and editors you will pitch your press release to
To build an effective media list:
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Identify relevant beats/topics – Make a list of the beats or subject areas that align closest with your press release contents. Examples: business, technology, local events, etc.
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Find media outlets – Search for online publications, newspapers, magazines, TV stations, radio shows, blogs and influencers that cover your topics of interest. Localize your search if appropriate.
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Research contacts – Visit websites and LinkedIn to find the reporters or editors that cover your beats at each outlet. Get their full name, title, and email address.
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Organize your list – Compile all your media contacts into a spreadsheet with their name, publication, position, email, and topics covered. Sort by relevance.
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Verify before outreach – Double check all contacts work for listed publications and cover related beats. Remove any outdated or irrelevant contacts.
Taking time to carefully build your media list ensures you pitch the press release to the right people. Avoid spraying and praying – targeted outreach converts better.
Step 2: Craft Your Key Messaging
With your media list ready, next craft the key messaging that will capture journalists’ attention.
Your press release messaging should focus on:
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The main news hook – Summarize the timely, newsworthy angle at the top. This convinces journalists the release is relevant and worth covering.
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Benefits and impact – Explain the real-world value, outcome or implication of what you’re announcing. Make it matter to readers.
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Quotable quotes – Include one or more quotes from company leaders emphasizing the most compelling points. Quotes bring releases to life.
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Visuals – Can you provide photos, videos, illustrations, infographics or other media that complement the news? Visual assets boost interest.
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Key company/product details – Include a short section with essential background on your organization, product, service etc.
Refine your messaging until it communicates value clearly and concisely. The goal is to pique journalists’ interest and make it easy for them to visualize an engaging story.
Step 3: Write an Irresistible Subject Line
Now compose your email subject line – one of the most critical parts of your outreach. A compelling subject line gets your press release opened while a weak one gets it ignored.
Some tips for irresistible press release email subject lines:
- Clearly state the main announcement or news hook
- Emphasize what makes it timely, unique, or relevant
- Add intrigue and excitement with adjectives like “breaking” “live” “just released”
- Avoid overly salesy or promotional language
- Keep it short, clear and scannable
- Maybe include your company name for familiarity
For example, imagine Acme Software just released a major updated. Effective subject lines could include:
- Breaking: Acme Software Launches Revolutionary New Features
- Just Released: Acme v2.0 Set to Transform the Industry
- Acme Software Users Gain Cutting-Edge Capabilities with Major Update
You only have a few words to capture attention – make them count.
Step 4: Write Your Press Release Email Body Copy
The press release itself should be included as an attachment. But your pitch email still requires compelling body copy to sell the release.
Some tips for writing an effective press release email body:
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Open with 1-2 sentences reiterating the news hook and why it matters to readers
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Include a brief excerpt from the release – a few lines from the lede paragraph
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Note any timely news peg or reason coverage is needed now
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Mention if you have any relevant visuals or sources available
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Include optional boilerplate about your company
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Express excitement and gratitude for consideration
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Keep it short – 3-5 concise paragraphs
Stay on message throughout your email. Make it super clear why covering this press release aligns with the journalist’s beat and audience.
Step 5: Attach the Full Press Release
Now simply attach your full press release document to the email.
Your release should follow standard press release format:
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Attention-grabbing headline
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Date and location dateline
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Lede paragraph summarizing the news
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Body sections with quotes, details, context, etc.
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Boilerplate with background on the company, product or service
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Contact details for media follow up
Having a well-written release will strengthen your pitch. Use professional press release templates to format your document for success.
Step 6: Send Your Email to the Media List
With your messaging refined and release attached, it’s time to send out your emails.
When distributing your release:
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Personalize each email with the journalist’s name and publication. Avoid mass mailings.
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Only email relevant journalists that cover related topics or industries.
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Stagger your messages across a few days to avoid spam filters.
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Individualize emails if possible based on previous coverage or interests.
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Send individually instead of group email blasts.
Personalized, targeted outreach demonstrates your shared interests with each journalist. Prioritize relevance over volume to boost open and response rates.
Step 7: Follow Up Strategically With Non-Responders
If you don’t hear back after a week, follow up. But avoid repeated mass blasts. Instead:
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Study any past articles a journalist wrote relevant to your release. Reference these in your follow up to showcase shared interests.
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Call attention to any new developments related to the release that add deeper intrigue and urgency.
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Be concise and gracious in your follow up language. Avoid sounding pushy or salesy.
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Offer to provide quotes, sources or visuals if helpful for their specific coverage needs.
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Suggest new story angles you could work together on if the initial release wasn’t a fit.
Following up thoughtfully and politely gives you a second chance to earn media interest. Adapt your messaging to demonstrate relevance.
Track Results and Optimize
After distributing your release, be sure to track:
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Email open and response rates
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Social shares and web traffic driven
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Follow-up discussion volume
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Media coverage secured
Analyze these metrics to see which journalists and publications responded best. Refine your targeting and messaging for next time.
Make Press Release Distribution Work for You
Distributing an attention-grabbing press release can be one of the most valuable marketing activities for your business. Use the strategies in this guide to maximize reach and engagement for your next release.
With a targeted media list, compelling messaging, professional formatting, and persistent follow up, you can land major media coverage and exposure opportunities.
Remember, press releases are a marathon, not a sprint. Follow up diligently, build media relationships over time, and distribution success will compound with each new release. Get your messaging and distribution process finely tuned using the tips above.
Distributing the Press Release to Local Media Outlets
Once you have crafted your press release, its time to distribute it to local media outlets. Here are some steps to follow:
- Personalize your distribution list: Based on your research, create a personalized distribution list of local media outlets and journalists or reporters who cover topics related to your business. Make sure to include their contact information and preferences for receiving press releases.
- Email distribution: Send your press release as an email attachment to the journalists or reporters on your distribution list. In your email, provide a brief introduction, mention the headline or news angle, and include a personal note if possible.
- Follow up: After sending your press release, follow up with journalists or reporters to confirm receipt and offer any additional information or interviews. Be respectful of their time and deadlines.
Targeting Local Media Outlets
When submitting a press release for your local business, its important to target the right media outlets. Here are some steps to help you identify and reach out to local media:
- Research: Start by identifying the local media outlets that are most relevant to your business. This can include local newspapers, radio stations, TV stations, online news platforms, and industry-specific publications. Research their target audience, editorial guidelines, and contact information.
- Create a media list: Compile a list of relevant media outlets and the specific journalists or reporters who cover topics related to your business. Make sure to include their contact information, such as email addresses or phone numbers.
- Personalize your pitch: When reaching out to journalists or reporters, personalize your pitch by addressing them by name and referencing their previous work or articles. This shows that you have done your research and increases the chances of getting their attention.
How To Distribute A Press Release: Two BEST Methods [2021] | Otter PR
Should you email a press release?
Create a press release, find relevant journalists, and send your emails—all in one tool. Although we’ll focus on sending a press release in this post, there’s no use in emailing a press release if it’s not written correctly— and more importantly—newsworthy. There is a standard expected format for press releases. Why is this important?
What time should a press release be sent?
To boost open rates on your emails, you can also send your press release emails between :55 and :05 or :25 and :35 time points, as this is when most people are actively checking their email and just getting out of meetings. What is the best format to send a press release?
How to send a press release email to journalists?
By this point, you should have the essential knowledge on how to send a press release email to journalists. To sum up, follow these steps: Ensure your press release is on point and newsworthy. Research which journalists or media outlets would be most interested in covering your story and find their contact information.
How do I send a press release email?
For help getting started, use this press release email template: Dear [Journalist’s Name], My name is [your name], and I am sending this email on behalf of [company]. I am writing to share a press release with you regarding [topic of press release] to be released on [release date]. You can read the release below.
