Are you looking to gain media attention for your product launch or upcoming newsworthy event? One of the most effective ways to secure coverage from relevant media outlets is by sending a press release. This guide will walk you through the process of how to send a press release, ensuring you frame your news story in a captivating way to gain media attention and get journalists to cover your story.
What Is a Press Release?
Before diving into how to send out a press release, let’s define what it is. A press release is a concise, official statement designed to promote specific and essential information about your business. The primary purposes of a press release include:
- Sharing newsworthy information about your company
- Notifying media members about an upcoming event
- Promoting your company’s presence on the web via social media, websites, and blogs
The end goal of sending a press release is to have journalists write about your news, increasing awareness about your brand and what you have to offer.
How Does a Press Release Work?
Understanding how press releases work is crucial for effectively using them in your PR strategy. A press release serves as a communication bridge between your company and the media. Here’s a brief overview of how press releases work:
- You create a newsworthy story about your company
- You format this news into a standard press release structure
- You distribute the press release to relevant media contacts
- Journalists receive and evaluate your press release
- If interested, they may use your press release as a basis for a news story
- The news story is published, potentially reaching a wide audience
The Structure of a Press Release
When learning how to send out a press release, it’s essential to understand the standard format. Journalists expect a specific layout, which helps them figure out if they want to cover your news.
Follow this structure to appear professional and increase your chances of media coverage:
- Headline: A brief attention-grabbing snapshot of your news
- Subheadline (optional): Additional context or key information
- Dateline: Location and date of the release
- Lead: A concise overview answering who, what, when, where, why, and how
- Body: Detailed explanation of the news story (a few paragraphs, including quotes from key figures)
- Boilerplate: A brief company information
- Media Contact Information: Name, phone number, and email for media inquiries
How to Send a Press Release: Step-by-Step Guide
Now that you understand the basics, let’s dive into the process of how to send press releases effectively:
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1. Who to Send Press Releases to – Create a Media List
Before sending your press release, you need to know who to send it to. Create a spreadsheet with columns for:
- Media member’s name
- Email address
- Phone number
- Outlet name
Research both traditional news outlets (magazines, newspapers, TV channels) and non-traditional sources (blogs, networking websites, social media influencers). Focus on outlets relevant to your industry and news story.
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2. Use a Quality Press Release Distribution Service
Consider using a quality press release distribution service to reach a wider audience. These services can:
- Distribute your release to thousands of media members
- Target specific industries or regions
- Provide analytics reports to gauge the success of your release
Here are more reasons to consider using a quality press release distribution service like eReleases:
- Broader reach: Distribution services have extensive networks of media contacts, including journalists, bloggers, and news outlets across various industries and locations.
- Time-saving: Instead of manually sending your press release to individual contacts, a distribution service can disseminate it to thousands of recipients simultaneously.
- Increased visibility: Many distribution services have partnerships with major news websites, increasing the chances of your press release appearing on high-traffic platforms.
- SEO benefits: Some services offer SEO optimization features, helping your press release rank better in search engine results.
- Multimedia integration: Advanced distribution services allow you to include images, videos, and other multimedia elements with your press release, making it more engaging.
- Targeted distribution: You can often select specific industries, geographic regions, or types of media outlets to ensure your press release reaches the most relevant audience.
- Credibility boost: Using a reputable distribution service can lend additional credibility to your press release, as many journalists trust these services as sources of legitimate news.
- Detailed analytics: Most services provide comprehensive reports on your press release’s performance, including views, click-throughs, and media pickups.
- Compliance with regulations: Distribution services are typically up-to-date with disclosure requirements and other regulations, helping ensure your press release meets all necessary standards.
- Archive services: Many distribution services maintain an accessible archive of your past press releases, which can be valuable for record-keeping and future reference.
- Social media integration: Some services automatically share your press release on various social media platforms, expanding your reach beyond traditional media outlets.
- Expert assistance: Many distribution services offer guidance on press release writing and formatting, helping you create more effective releases.
While distribution services do come with a cost, the potential benefits in terms of reach, time-saving, and professional presentation can make them a worthwhile investment for many businesses and organizations.
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3. Send Your Press Release via Email
When sending press releases directly to journalists:
- Use a clear, concise subject line
- Personalize the email greeting
- Paste the press release in the body of the email
- Attach a PDF version as well
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4. Follow Up on Your Press Release on Social Media
Once your press release has been sent out, share your press release on your company’s social media channels. If news outlets publish stories based on your release, share those links to boost credibility.
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5. Track the Performance of Your Release
Monitor the success of your press release by:
- Using the analytics provided by your press release distribution company’s performance report
- Conducting internet searches for your company name and news
- Tracking social media mentions and engagement
FAQs About Sending Press Releases
Send press releases to relevant journalists, editors, and media outlets in your industry. Also consider bloggers, social media influencers, and industry-specific publications.
While press releases themselves don’t directly impact SEO, the media coverage they generate can lead to high-quality backlinks and increased online visibility, which can positively affect your SEO.
Generally, Tuesday through Thursday mornings are considered optimal for sending press releases. Avoid major holidays and busy news days when possible.
Only send press releases when you have truly newsworthy information. Quality is more important than quantity in press release distribution.
By following this comprehensive guide on how to send a press release, you’ll be well-equipped to share your company’s news effectively and increase your chances of gaining valuable media coverage.
Remember, the key to success lies in crafting newsworthy content, targeting the right media contacts, and following up appropriately.