How to Send A Press Release: Submit Yours In 7 Steps

A press release is one of the most effective ways to share important news about a business, product, or event with the media.

When done correctly, it can generate media coverage, increase brand visibility, and establish credibility. However, writing a press release is just the beginning—you need to distribute it strategically to ensure it reaches the right audience.

This guide will walk you through a step-by-step process to successfully send a press release and maximize its impact.

What is a Press Release and Why Does It Matter?

A press release is an official statement issued to media outlets to announce something newsworthy. It provides journalists and publications with key details about an event, product launch, business milestone, or any other significant development.

Why Are Press Releases Important?

• Media Coverage – A well-crafted press release can lead to articles in newspapers, magazines, blogs, and news websites.
• Brand Awareness – Distributing a press release increases exposure and positions your business as an industry leader.
• SEO Benefits – Online press releases often include links to your website, improving search engine rankings.
• Credibility and Trust – Being featured in reputable media outlets enhances your company’s reputation.

Types of Press Releases

There are different kinds of press releases, depending on the announcement you want to make:

• Product Launch Press Release – Introduces a new product to the market, explaining its features, benefits, and why it stands out from competitors. It often includes pricing details and availability.
• Event Press Release – Promotes upcoming events such as conferences, webinars, trade shows, or charity functions. It provides essential details like date, location, speakers, and how people can participate.
• Company Announcement – Covers major company news like expansions, mergers, acquisitions, executive appointments, or rebranding efforts. It helps maintain transparency and keeps stakeholders informed.
• Crisis Communication – Helps manage negative situations such as PR mishaps, product recalls, or financial difficulties. A well-crafted crisis release can control the narrative and reassure the public.
• Award or Recognition Announcement – Highlights industry awards, business achievements, or certifications. This type of release builds credibility and enhances brand reputation.

7 Steps to Submit a Press Release Professionally

Step 1: Understand the Purpose of Your Press Release

Before sending a press release, ensure that your announcement is newsworthy. Journalists and media outlets receive hundreds of press releases daily, so yours must stand out.

What Makes a Press Release Newsworthy?

• Timeliness – The news should be recent and relevant.
• Impact – The announcement should affect a large group of people or an industry.
• Uniqueness – A fresh angle or unique story increases the chances of media coverage.
• Authority – Featuring insights from a company executive or expert strengthens credibility.

Example of a Strong Newsworthy Announcement:
✔️ "Tech Startup Secures $5 Million in Funding to Develop AI-Powered Customer Support Solutions

Example of a Weak Announcement:
❌ "Local Bakery Launches a New Chocolate Cake Recipe"

If your press release lacks a strong hook, it may be better suited for social media or a blog post instead.

Step 2: Write a Compelling Press Release

Writing a press release requires following a structured format to ensure clarity and professionalism.

Key Elements of a Press Release:

1. Headline – This is the first thing journalists see. It should be clear, concise, and attention-grabbing.
   • Example: "XYZ Company Expands to 10 New Cities, Creating 500 Jobs in 2025"
2. Subheading – Provides additional details and context to support the headline.
   • Example: "The expansion is part of the company’s mission to make affordable healthcare accessible across the country."
3. Dateline – Includes the city, state, and date of the announcement.
   • Example: New York, NY – February 10, 2025
4. Lead Paragraph – Answers the who, what, when, where, why, and how in 2-3 sentences.
   • Example:
     XYZ Company, a leader in digital healthcare solutions, announced its expansion into 10 new cities, aiming to improve access to affordable medical services. The move will generate 500 new jobs and enhance healthcare accessibility for underserved communities.
5. Body Paragraphs – Provide additional details, supporting facts, and a quote from a key spokesperson.
   • Example:
     "Our expansion aligns with our commitment to bringing high-quality healthcare to more communities," said John Doe, CEO of XYZ Company. "With 500 new jobs created, we are also contributing to economic growth."
6. Boilerplate – A short paragraph at the end describing the company or organization.
   • Example:
     About XYZ Company: Founded in 2010, XYZ Company is a leader in digital healthcare solutions, serving over 2 million customers worldwide.
7. Contact Information – Ensure journalists can easily reach out for more details.
   • Example:
     Media Contact: Jane Smith, PR Manager | Email: press@xyzcompany.com | Phone: (123) 456-7890

Step 3: Optimize for SEO and Readability

Even if your press release is well-written, it won’t be effective if it isn’t optimized for search engines and readability.

SEO Best Practices for Press Releases:

✅ Use relevant keywords naturally in the headline and body.
✅ Add internal and external links where appropriate.
✅ Include multimedia elements (images, videos, logos) to enhance engagement.
✅ Keep paragraphs short and use bullet points for easy readability.

For example, a press release about a tech product launch should include keywords such as:

• "AI-powered customer support software"
• "automation in customer service"
• "best chatbot solutions in 2025"

Step 4: Choose the Right Distribution Method

Once your press release is ready, you need to distribute it strategically to maximize visibility. There are two primary ways to do this:

1. Self-Distribution (Direct Outreach to Journalists & Media Outlets)

This involves emailing your press release directly to journalists and publications that cover your industry.

✅ Pros:

• Allows for personalized outreach, increasing the likelihood of coverage.
• No additional costs compared to paid distribution services.

❌ Cons:

• Requires time and effort to build media contacts.
• No guarantee of coverage unless you have strong media relationships.

2. Using a Press Release Distribution Service

These services send your press release to hundreds or thousands of media outlets, increasing exposure. NewswireJet is an excellent option for businesses looking for an affordable and effective way to distribute press releases while ensuring maximum reach and visibility.

Step 5: Build a Targeted Media List

Before submitting your press release, it's essential to send it to the right audience. A targeted media list ensures that your news reaches journalists and publications interested in your industry.

How to Build a Strong Media List:

✅ Identify Relevant Journalists – Look for reporters who cover your industry. You can find them through:

• News websites (e.g., TechCrunch for startups, Bloomberg for finance).
• Social media (Twitter/X and LinkedIn).
• Past articles related to your topic.

✅ Use Media Databases – Platforms like Cision, Muck Rack, and PR Newswire provide access to journalist contacts.

✅ Segment Your List – Group contacts by niche (e.g., local vs. national, tech vs. business, etc.).

✅ Personalize Outreach – Avoid generic mass emails. Instead, write tailored messages explaining why your press release is relevant to their audience.

By targeting the right journalists, you increase the chances of your press release being picked up and published.

Step 6: Submit Your Press Release and Follow Up

Once your press release is ready and your media list is in place, it’s time to submit it.

Best Ways to Submit Your Press Release:

1. Email Submission
   • Send a short, engaging pitch in the email body.
   • Attach or link to the press release in PDF or Word format.
   • Use a compelling subject line (e.g., "Exclusive: [Company Name] Expands to 10 New Cities – 500 Jobs Created")
2. Press Release Distribution Services
   • Services like NewswireJet distribute press releases to major news sites, journalists, and industry blogs, increasing exposure.
   • These platforms also help with SEO, ensuring your release appears in Google News and search results.

Following Up with Journalists

After submission, following up can increase the likelihood of coverage, but it must be done strategically.

✅ Wait 48-72 hours before sending a follow-up email.
✅ Keep it short and professional—remind them of your press release without being pushy.
✅ Offer additional details, a quote, or exclusive information if they need more context.
✅ If there’s no response after two follow-ups, move on—persistence should not become spam.

Step 7: Monitor and Measure Results

After distributing your press release, track its performance to measure effectiveness and optimize future releases.

How to Measure Press Release Success

📊 Media Coverage – Check if your story appears in news articles, blogs, or industry publications.

📈 Website Traffic – Use Google Analytics to track referral traffic from press release links.

🔍 SEO Performance – Monitor search rankings and keyword visibility improvements.

💬 Social Media Engagement – Look for shares, comments, and discussions on social platforms.

📧 Journalist Responses – If media contacts request more details, it’s a sign your press release made an impact.

Many distribution services, including NewswireJet, offer analytics and reports to help you track these metrics.

Common Mistakes to Avoid

🚫 Sending a Non-Newsworthy Release – Journalists won’t publish promotional or unimportant announcements.

🚫 Poor Formatting – A disorganized press release reduces credibility. Stick to AP style and industry standards.

🚫 Too Many Follow-Ups – One or two polite follow-ups are enough; excessive emails will land you in spam folders.

🚫 Lack of a Clear Call to Action – Always guide readers on the next steps (e.g., visit your website, attend an event, contact for interviews).

Best Practices for Press Release Success

✅ Write with Journalists in Mind – Make their job easier by presenting a well-structured, factual story.

✅ Include Multimedia – Press releases with images, infographics, or videos gain more engagement.

✅ Leverage Distribution Services Like NewswireJet – A reliable platform ensures your release reaches the right media outlets and online audiences.

✅ Repurpose Content – Share your press release on your website, LinkedIn, and industry forums to maximize exposure.

FAQs About Sending a Press Release

1. How long should my press release be?

A press release should be 400-600 words, keeping it concise while delivering essential information.

2. When is the best time to send a press release?

The best time to send a press release is Tuesday to Thursday, between 8 AM and 10 AM, when journalists are most active. Avoid sending it on weekends or late in the evening.

3. Can I send the same press release to multiple journalists?

Yes, but personalize each email when reaching out directly. If using a distribution service like NewswireJet, it will handle mass distribution efficiently.

4. Should I include quotes in my press release?

Yes, including a quote from a company executive, spokesperson, or industry expert adds credibility and a human element to your press release. It also makes the content more engaging for journalists and readers.

5. Can I resend a press release if it doesn’t get picked up?

Yes, but don’t send the exact same press release. Instead, revise the headline, add a fresh angle, or include new information before resubmitting. Also, consider using a press release distribution service like NewswireJet to increase your chances of getting coverage.

Conclusion

Sending a press release effectively requires strategic writing, targeted distribution, and follow-ups to maximize its impact. Whether you’re announcing a product launch, company milestone, or event, following these seven steps ensures that your message reaches the right audience.

By using trusted press release distribution services like NewswireJet, you can expand your reach, boost brand visibility, and increase your chances of media coverage.

When done right, a well-distributed press release can be a powerful tool for business growth and publicity.