Press Release Distribution Tips
Once you’ve written the perfect press release, the next step is getting it into the hands of the right people. Without proper distribution, your carefully crafted announcement could get lost in the noise of the digital world. To ensure your press release gets the attention it deserves, follow these five distribution tips.
- Identify Your Target Audience
Before you hit “send,” take the time to define your audience. Is your press release meant for journalists, investors, consumers, or industry professionals? The more specific your target audience, the more effective your distribution strategy will be.
If you’re announcing a new product launch, for example, focus on reaching journalists who cover your industry, as well as influencers or bloggers who might write about your product. Similarly, if your announcement is about a corporate partnership, distribute it to business outlets, trade publications, and financial reporters.
Taking the time to create a tailored distribution list will make sure that your message reaches those who will truly be interested.
- Use the Right Distribution Channels
Once you’ve identified your target audience, the next step is choosing the right channels to reach them. While email is still a valuable method for press release distribution, using professional press release distribution services such as PR Newswire, Business Wire, or local services specific to your region can greatly expand your reach.
These platforms offer access to large media networks, which means your press release can get in front of a broader audience, including journalists who subscribe to these services. However, it’s important to choose a distribution platform that aligns with your goals. For example, if you’re aiming for global coverage, choose a service with international reach. For a more localized campaign, focus on services that cater to your region.
- Timing Is Critical
When you’re ready to distribute your press release, don’t just send it out whenever you’re finished writing. Timing matters a lot in the world of press releases. The best times to distribute are typically early in the morning (before journalists start their day) and early in the week (Monday through Wednesday). Avoid sending out press releases late in the afternoon or on weekends, as your news may get buried by other announcements.
Additionally, consider any time-sensitive factors related to your news. If your press release coincides with an important industry event or global news, timing it to align with these moments can help increase its visibility.
- Craft an Engaging Subject Line for Email Distribution
If you’re sending your press release via email, make sure the subject line is compelling and to the point. Journalists often receive dozens of press releases daily, so your subject line needs to stand out. Be clear and concise about what your press release is about, and avoid using clickbait or overly promotional language.
For example, instead of “Exciting News from ABUDABC Company!” Try something like “ABUDABC Company Launches Industry-First Green Packaging Solution.” This gives the journalist a clear idea of the news while piquing their curiosity.
- Follow Up with Media Contacts
After distributing your press release, don’t just sit back and wait for the coverage to roll in. A polite follow-up can make all the difference. A few days after distribution, reach out to the journalists you’ve targeted to see if they need more information or if they’re interested in covering your story.
Be sure to tailor your follow-up message to each journalist. Personalize it by referencing why you believe your press release is relevant to their audience. Avoid being overly pushy, but a brief check-in can often prompt journalists to take a closer look at your release.
Distributing a press release goes beyond sending out a generic email or submitting it to a press release service. It requires strategic planning, targeted outreach, and proper timing. By following these distribution tips, you can increase the chances that your press release will not only be seen but also covered by the right people. Whether you’re promoting a product launch or announcing a major milestone, taking the time to distribute your press release thoughtfully will ensure your news gets the attention it deserves.