How to successfully distribute your press release

On 3 March, 2023
5 min

A press release is a written document that has been designed to be released to the media. They are often used to announce a new product, an event or exciting news to an organisation’s target audience. Today, press releases can be found in many formats and via various outlets such as social media and television. Making sure your press release is read by the right person is crucial for its success. The distribution strategy and process for any press release is key when making sure the news being spread is heard by the masses. A successfully distributed press release can lead to higher sales and revenue for a company. Read on to discover some top tips about press releases and how they can and should be distributed successfully. 

What are the elements to create a successful press release

First and foremost, a press release needs to be written. When creating a press release there are several factors that need to be considered which could ultimately determine its success. Here are a few elements to consider when writing up a press release. 

An exciting and interesting pitch 

Whatever you are promoting needs to be new and exciting. Journalists receive hundreds of press releases per day, so it must be something that stands out from the rest. A catchy and short headline is a great way to engage your audience. It is the first thing that a journalist will read so whether it’s in their inbox or on social media, if it is not good, then it is unlikely that they will read on. A captivating headline with an exciting pitch can go a long way. 

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Correct formatting 

All press releases need to be formatted correctly. If they are not, the journalist will not bother reading it. There are various elements that need to be considered when structuring a press release format. 

  • Header and Headline 

The header and headline of a press release needs to catch the reader’s attention. Write out the header and ask yourself if you would read this article or not! Sometimes playing with grammar can be effective. Do not be scared to add punctuation marks, question marks or a passive voice if it could work within the context of the press release. The header and headline are the first thing the journalist will read so it needs to be newsworthy and attention grabbing. 

  • Boilerplate 

When a company creates a press release, it is critical that they include a boilerplate. A boiler plate is always placed at the end of the official statement. It is a brief statement or paragraph that sums up the company’s core business information. This information can include elements such as the company’s history, main achievements, leaders, size, brand identity and website. Boilerplates are important as they are a quick and efficient source for the reader to understand the core values of a company. 

  • Images, graphics, and videos 

Any press release needs to be aesthetically pleasing and easy on the eye. If a reader is faced with a full page of text, it is likely they will get bored quickly. Consumers take in information from the media all day, so it is important to make your press release stands out. Readers are attracted to beautiful images and well-thought-out designs. If images, logos, or videos are included or attached alongside a press release, make sure they are of the best possible resolution and quality. A blurry image can come across as unprofessional and sloppy.

  • Well-written 

A press release needs to be written well. Make sure to proofread and check for any spelling errors as small mistakes will be noticed by journalists. If writing in English, make sure to check if it needs to be written in American or British English, and do not switch between the two. A press release should in general be no longer than one page of text, the font no smaller than size 10, and spaces should be left in between paragraphs and headlines. There needs to be enough information, so the reader gets a good grasp of the subject but is also left wanting more! One strategy is to find the answer to the five W’s: who, what, when, where and why. 

  • Get to the point 

Just like the headline, a press release should be written in a clear and concise manner. Do not drag out the subject as your reader will inevitably get bored. The reader needs to understand the main points of the press release fast. Be clear and be direct. 

Determine your goals 

For a press release to be distributed successfully, it is important to be clear from the outset about its goals. Why is there a need for this press release and what do you want to achieve from it? 

Target audience 

Another crucial factor in the success of the press release distribution process is its target audience. It is essential that the target audience is defined before sending the press release. 

How to distribute a press release 

Once the press release is written and ready to send, the distribution process must be strategically thought out. Read on to discover some crucial factors when distributing your press release. 

Distribution partners 

News distribution services can help distribute your press release to the right audience. Working with a distribution partner is effective especially if your message needs to be conveyed to an extremely large audience. Distribution services such as Cision, eRealeses, EIN Presswire and Send2Press provide mass target distribution services. 

Build relationships 

One of the first steps in the successful distribution of a press release is building a network of important and relevant contacts you can send it to. If you are sending to someone you know, make sure your email is personalized as journalists will always appreciate this. If a certain journalist ends up publishing or sharing content about your press release, try your best to thank them and show your appreciation for their support. 

Direct emails 

Use direct contacts instead of standard email addresses. Know exactly who your email is going to. When using the standard company email address your press release is bound to get lost within the masses. 

Timing is key 

Nail the timing of your press release send-out. Think logically as this can ultimately affect its success and how much attention it will receive. Which countries are you targeting? Where are you based and what time zone are you targeting? According to a study by Prowly, Wednesdays and Fridays are the worst days to distribute press releases while Thursdays are the best. Consider all these factors and questions before pressing send! 

Social Media 

As well as sending a press release to media outlets and journalists, influencers and bloggers on social networks who are creating content concerning your new product or news could also help boost your distribution. Do not be shy to distribute via different social media resources such as Instagram, Facebook and LinkedIn. 



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