How to Send Press Releases: A Step-by-Step Guide for Beginners

Sending out an effective press release can be a great way to get free publicity and exposure for your business, product, or service. With the right strategy, press releases can help you connect with journalists, influencers, and your target audience.

But if you’re new to PR and aren’t sure where to start, the process of creating, formatting, and distributing a press release can seem daunting.

In this comprehensive guide, we’ll walk you through the entire press release process step-by-step, from crafting an attention-grabbing headline to following up with reporters. By the end, you’ll have all the knowledge you need to start sending powerful and effective press releases.

Step 1: Identify the Right Journalists and Media Contacts

Before you start writing your release, you need to identify the right reporters and media contacts to send it to

Aim to make a targeted media list of 30-50 relevant journalists and influencers. Look for writers and reporters who:

  • Cover topics related to your industry, product or service
  • Have previously covered or mentioned your company
  • Cover news relevant to your geographic location

You can find journalist contact information through

  • Online media databases like Cision
  • Journalists’ social media profiles and websites
  • Google searches for writers covering your niche

Focus on including a mix of national, regional, local, and trade media contacts. Tailor your outreach for each by highlighting angles you think will interest them.

Pro Tip: Look for each journalist’s preferred contact details and submission guidelines to ensure your pitch reaches them. Personalized emails tend to perform better than press release services or wire distributions.

Step 2: Find Your Angle

Before drafting your release, think about what makes your news worth covering. A unique angle or story gives journalists a reason to pay attention. Consider:

  • Is your news timely, relevant, or useful to readers?
  • Does it tie into a recent news event or trending topic?
  • Does it reveal something surprising, unexpected, or novel?
  • Does it provide an insightful data point or compelling statistics?

Your angle should be clear in the headline and opening paragraph of your release. This helps reporters immediately understand why your news is interesting and worth covering.

Step 3: Write an Engaging Subject Line

The subject line is the first thing a journalist will see when your press release lands in their inbox. An engaging subject line greatly improves your chances of getting your release opened and read.

Some tips for writing effective press release subject lines:

  • Keep it short, about 5-7 words
  • Include your company name
  • Highlight your main news point or angle
  • Use power words like “Announcing”, “Launched”, “Appointed”
  • Avoid overused phrases like “Press Release” or “News”

For example: “Announcing Acme Company’s New Eco-Friendly Product Line”

Step 4: Write Your Press Release Email

The body of your release email is just as important as the headline and subject line. Follow these tips when drafting your message:

  • Address the journalist directly by name in the greeting.
  • Include 1-2 sentences summarizing your news and why it’s relevant to them specifically.
  • Note any upcoming deadlines, embargoes, or exclusive stories.
  • Offer to provide extra information, images, stats, interviews, or assets.
  • Close politely with a call-to-action to cover the announcement or get in touch.

Keep your email concise – 2-4 paragraphs at most. You’ll include the full press release as an attachment.

Step 5: Include Your Press Release Attachment

Now it’s time to write your full press release document. This is where you’ll tell the whole story and provide all the details.

Follow standard press release formatting:

  • Header with your logo, company name, headline, subtitle, dateline (city and date)
  • Intro paragraph summarizing the key details
  • 2-3 body paragraphs expanding on the news
  • Boilerplate with a short company description
  • Contact details for media follow up

Your release should be 1-2 pages max in length. Use AP style formatting and follow standard press release best practices when writing.

Pro Tip: Add multimedia like images, charts, infographics, or embedded video to make your release more visually compelling.

Step 6: Send Your Email

You’ve crafted an amazing headline, subject line, email, and press release document. Now it’s time to send out your announcement.

Here are some final tips for emailing press releases:

  • Send individually addressed emails rather than mass blasts.
  • Use a professional email address containing your company’s domain name.
  • Attach the press release as a PDF – this ensures proper formatting.
  • Offer to send a Word doc or text version upon request.
  • Include brief text recapping your news in the body of the email.
  • Press releases typically have an embargo of at least 1-2 hours before going live. This gives journalists a head start.
  • Only send during business hours unless you have urgent or time-sensitive news.

Spread out your releases over a few days if contacting a large list. And don’t forget to track openings and replies!

Step 7: Follow Up if Needed

If you don’t receive a response within 2-3 days, consider sending a short follow-up:

  • Thank them for their time and reiterate your press release headline/news
  • Ask if they would be interested in covering your announcement or require any additional info
  • Offer to provide quotes, stats, images, interviews, or assets
  • Provide links to any coverage already gained

Persistence pays off, but avoid being pushy or overbearing. Give reporters time to review before following up.

And there you have it – an easy step-by-step guide to writing and distributing press releases that get results! Sending releases may seem intimidating at first, but following these tips will ensure your announcements get opened, read, and acted on by the media.

With a compelling angle, great presentation, and persistence, you can land awesome press coverage to grow brand awareness and tell your story. So sharpen your writing skills, research targeted media lists, and start sending out those game-changing press releases today!

how to send press releases

Writing an Effective Press Release

When writing a press release, its important to follow a specific format and structure to maximize its impact. Here are the key elements to include in your press release:

  • Contact information: Start your press release with your contact information, including your name, position, company name, phone number, and email address. This allows journalists or reporters to easily get in touch with you for further information or interviews.
  • Release date: Clearly indicate the release date of your press release, so journalists or reporters know when it can be published or shared.
  • Headline: As mentioned earlier, craft a compelling headline that grabs attention and conveys the main news angle or story of your press release.
  • Subheadline: Provide a brief summary or subheadline that expands on the main news angle of your press release. This should give journalists or reporters a clear idea of what the press release is about.
  • Introduction: Start your press release with a strong and engaging introduction that highlights the most important information. Answer the “who, what, when, where, why, and how” questions to provide a concise overview of the news or event you are announcing.
  • Body: The body of your press release should provide more details and context about the news or event. Use quotes from key stakeholders or experts to add credibility and a human element to your story. Include relevant facts, figures, or statistics to support your claims.
  • Boilerplate: At the end of your press release, include a brief description of your company or business. This should provide key information about your business, such as its mission, history, products or services, and contact details.

press-release-template Source: 33 Words

What is a Press Release?

A press release is a written communication that informs the media about newsworthy events, developments, or announcements related to a business or organization.

It is a way to share information in a concise and compelling manner, with the goal of attracting media attention and generating press coverage. Press releases are typically sent to journalists, reporters, and editors who may decide to cover the story and publish it in their respective media outlets.

how-to-write-a-press-release Source: WordStream

Press releases are an important tool for local businesses as they provide an opportunity to reach a wider audience and gain credibility through media coverage. By effectively crafting and distributing press releases, local businesses can enhance their brand reputation, attract new customers, and build strong relationships with the local community.

PRESS RELEASES: How To Write Them in 2023. A PR Lesson For Beginners.

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?

Cut out any fluff or superfluous information. Make sure your email is free of any typos. While this is the best way to send a press release at the moment, it’s important to stay in tune with current PR trends to ensure the highest probability of success with your campaign. Can I submit the same press release to different PR websites?

When should you send a press release email?

It’s also important when journalists receive your press release email . The best day to email a press release is on Thursday when the average open rate jumps to over 26%! The worst days are Wednesdays and Fridays when even 85% of your emails can get lost in journos’ inboxes. Which hours are best for sending a press release via email?

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