Are you looking to send press releases that grab media attention and boost your brand’s visibility? Mastering the art of sending a press release is crucial in today’s digital age, where media coverage can significantly impact your success.

In this comprehensive guide, we’ll walk you through the four essential steps (+ distribution tips) to help you craft and send press releases like a pro.

Don’t let your press release go unnoticed! Our guide will equip you with the tools and knowledge to make your press release newsworthy, craft a compelling press release pitch, and create an irresistible subject line.

Get ready to take your press release strategy to new heights. With our expert advice, you’ll send your press release directly to the right people, increasing your chances of media coverage.

The Importance Of Press Releases

Press releases play a vital role in modern communication strategies, enabling businesses to share news, announcements, and stories with the media and the public.

Understanding the importance of press releases and mastering the art of effective writing is essential for maximizing their impact.

In this section, we’ll explore why submitting press releases matters and provide valuable tips for crafting compelling and newsworthy press releases that capture media attention.

Why Should You Submit A Press Release?

Press releases offer numerous benefits for businesses aiming to gain media coverage and promote their brand. By submitting press releases, you can:

  • Increase Media Coverage

Press releases act as official announcements, increasing the chances of journalists and media outlets picking up your story and providing valuable media coverage.

  • Reach a Wider Audience

Press releases enable you to communicate your message to a broader audience, including journalists, industry professionals, potential customers, and stakeholders.

  • Build Brand Awareness

Press releases help to establish and enhance your brand’s reputation by sharing newsworthy information and positioning your business as a reliable source of industry updates.

  • Drive Traffic and SEO

Press releases, when optimized with relevant keywords and links, can drive traffic to your website and improve search engine visibility, enhancing your overall online presence.

  • Attract Media Attention

A well-crafted press release can catch the interest of journalists and media professionals who may be seeking engaging stories and newsworthy content.

Importance Of Good Press Release Writing

Writing a compelling press release is crucial for grabbing media attention and ensuring your message resonates with your target audience. Some key aspects to consider for effective press release writing include:

  • Clear and Concise Language

Use clear and concise language to convey your message effectively. Avoid jargon and focus on straightforwardly delivering the key information.

  • Engaging Headline

Craft a captivating headline that grabs attention and entices readers to delve further into your press release.

  • Newsworthiness

Ensure your press release contains newsworthy content that is relevant, timely, and impactful to increase the likelihood of media coverage.

  • Inverted Pyramid Structure

Follow the inverted pyramid structure, presenting the most important information at the beginning and gradually providing supporting details.

  • Quotes and Supporting Information

Incorporate quotes from key individuals within your organization to add credibility and provide additional context to your story.

  • Contact Information

Include relevant contact information for media inquiries, making it easy for journalists to follow up if they need more information or want to schedule an interview.

What Content Is Newsworthy?

Creating a newsworthy press release is crucial for capturing media attention. Some elements of a good press release that makes it newsworthy include:

  • Significant Announcements

Press releases should cover significant announcements such as product launches, new partnerships, mergers, acquisitions, or groundbreaking innovations.

  • Trending Topics

Incorporate current trends, industry insights, or emerging technologies that are relevant to your business and target audience.

  • Human Interest Stories

Highlight compelling human interest angles, such as stories of overcoming challenges, community involvement, or unique customer success stories.

  • Industry Impact

Showcase how your business is making an impact within your industry, whether through thought leadership, sustainability initiatives, or social responsibility efforts.

  • Data and Statistics

Include relevant data and statistics to provide credibility and support your claims or assertions. Remember, the goal is to provide valuable information or a unique perspective that will pique the interest of journalists and resonate with your target audience.

By incorporating these newsworthy elements into your press release, you increase the likelihood of media outlets picking up your story and sharing it with their readership.

Why Do Press Releases Commonly Appear In Newspapers?

Here are a few reasons why press releases commonly appear in newspapers:

  1. Timely Information

Press releases provide newspapers with timely information on newsworthy events, announcements, or developments, allowing them to keep their readers informed about current happenings.

  1. Credible Sources

Journalists often rely on press releases as credible sources of information, ensuring that they have accurate and reliable content to share with their audience.

  1. Content Generation

Press releases serve as valuable content for newspapers, helping them fill their pages with relevant news stories and updates.

  1. Local Interest

Press releases about local businesses, events, or initiatives cater to the community’s interest, making them a natural fit for local newspapers.

By understanding why press releases are commonly featured in newspapers, you can strategically craft your press release to align with the needs and preferences of journalists and increase your chances of coverage.

What Common Press Release Distribution Mistakes Do Businesses Make?

While distributing press releases is crucial for maximizing their impact, businesses often make some common mistakes that hinder their success. Here are a few to avoid:

  • Lack of Targeting

Failing to target the right media outlets and journalists can result in your press release getting lost in a sea of irrelevant content. Take the time to identify and reach out to outlets and journalists that cover topics relevant to your industry or niche.

  • Poor Timing

Sending out your press release at the wrong time can significantly impact its visibility. Be mindful of industry events, holidays, or other news cycles that may overshadow your announcement. Aim for strategic timing that maximizes media attention.

  • Overlooking Follow-ups

Press release distribution should not be a one-and-done approach. Following up with journalists and media contacts to gauge their interest or offer additional information can significantly increase your chances of coverage.

  • Ignoring Multimedia Elements

Incorporating multimedia elements, such as high-resolution images, videos, or infographics, can make your press release more visually appealing and engaging for journalists and readers.

  • Neglecting SEO Optimization

Press releases distributed online should be optimized for search engines, including relevant keywords and links that drive traffic and enhance your online visibility.

By avoiding these common press release distribution mistakes, you can maximize the impact of your press release and increase the likelihood of media coverage.

Writing and Formatting a Press Release

Writing a press release requires careful attention to detail and adherence to a standard format that ensures your message is effectively conveyed to the media and target audience.

How Do I Write A Press Release?

Writing a press release involves several key elements that help to create a concise and compelling announcement. Consider the following steps when crafting your press release:

  • Clear and Engaging Headline

Grab the reader’s attention with a clear and captivating headline that summarizes the main point of your press release.

  • Opening Paragraph

The opening paragraph should answer the who, what, when, where, why, and how questions.

  • Supporting Details

Use the subsequent paragraphs to expand on the key points, providing additional details, relevant quotes, and supporting information.

  • Newsworthiness

Ensure that your press release contains information that is genuinely newsworthy, timely, and relevant to the intended audience.

  • Contact Information

Include the contact details of a media representative or public relations professional who can provide additional information or schedule interviews.

  • Boilerplate

Add a brief overview of your company or organization at the end of the press release, providing essential background information.

  • Media Assets

Consider attaching high-resolution images, videos, or other multimedia assets that complement your press release and make it more visually appealing.

Use Standard Press Release Template

Using a standard press release template is essential for maintaining professionalism and ensuring your press release is easily understood by journalists and media professionals. Here are the key elements of a standard press release format:

  • Release Date 

Start your press release with the release date to indicate when it should be made public.

  • Company Logo

Include your company or organization’s logo at the top of the press release for branding purposes.

  • Contact Information

Place your contact information, including name, title, email, phone number, and company address, below the logo.

  • Headline

Write a clear and attention-grabbing headline that summarizes the main message of your press release.

Provide the city, state, and date of the press release’s origin, indicating the location where the press release is issued.

  • Introduction

Begin with a concise and engaging introductory paragraph that provides an overview of the news or announcement.

  • Body

Use subsequent paragraphs to provide more details, quotes, supporting information, and relevant facts. Maintain a clear and concise writing style throughout.

  • Boilerplate

Include a brief description of your company or organization at the end of the press release.

By following a standard press release template, you demonstrate professionalism and make it easier for journalists to read and extract essential information from your press release.

Sending A Press Release: Step-By-Step Guide

Once you have written a compelling press release, the next crucial step is to send it to the right recipients effectively.

How To Send A Press Release In 4 Steps

Sending a press release involves a systematic approach to ensure its proper dissemination. Follow these four essential steps when sending your press release:

  • Select the Right Distribution Method

Choose between using a press release distribution service or sending your press release directly to targeted media outlets. Consider your budget, target audience, and desired reach to make an informed decision.

  • Write Your Pitch

Craft a concise and personalized pitch to accompany your press release. Highlight the key points, explain the newsworthiness, and convey why journalists should be interested in covering your story.

  • Choose the Right Timing

Send your press release at the most opportune time to maximize its chances of being noticed. Consider the news cycle, industry events, and the specific interests of your target media outlets.

  • Get the Journalists’ Contact Details

Identify and collect the contact details of journalists who cover topics relevant to your press release. Build a media list that includes their names, email addresses, phone numbers, and any specific preferences they may have regarding receiving press releases.

How Do I Send A Free Press Release?

If you’re looking to send a press release without incurring any costs, there are free press release distribution services available. Follow these steps to send a free press release:

  • Choose a Reliable Free Press Release Distribution Service

Research and select a reputable free press release distribution service that aligns with your needs and target audience.

  • Create an Account

Sign up for an account on the chosen platform and provide the required information, including your press release content.

  • Format Your Press Release

Ensure your press release follows the standard press release format and is properly formatted for online distribution.

  • Submit Your Press Release

Use the provided submission form to enter the necessary details, including your press release text, headline, contact information, and any relevant media attachments.

  • Review and Confirm

Review the information you provided and double-check for any errors or omissions before submitting your press release.

  • Track and Monitor

Monitor the performance of your press release by tracking views, engagement, and potential media coverage through the distribution service’s media monitoring tools.

How To Send Your Press Release Pitch

Crafting an effective pitch to accompany your press release can significantly impact your chances of media coverage. Here are some tips for sending your press release pitch at the right time

  1. Personalize Your Pitch

Tailor your pitch to each journalist or media outlet, addressing them by name and showcasing your awareness of their previous work or interests.

  1. Timing is Key

Research the best time to send your pitch based on the journalist’s schedule, deadlines, and the specific topics they cover. Avoid sending pitches during busy news cycles or weekends when they might be overwhelmed with other stories.

  1. Be Concise and Compelling

Keep your pitch concise, highlighting the most captivating aspects of your press release. Use a compelling subject line and opening paragraph to grab the journalist’s attention.

  1. Provide Exclusive Content

Offer journalists exclusive access to additional information, expert interviews, or visuals to incentivize their interest in covering your story.

  1. Follow Up Professionally

If you don’t receive a response to your initial pitch, don’t hesitate to follow up professionally. Send a polite and concise follow-up email after a reasonable period, usually a week or two, expressing your continued interest and offering any additional information that may be helpful.

  1. Build Relationships

Use every interaction as an opportunity to build relationships with journalists. Engage with their work on social media, share their articles, and provide valuable insights or resources when relevant. Building trust and rapport can increase the likelihood of future media coverage.

Make Your Subject Line Irresistible

The subject line of your email plays a critical role in capturing the attention of journalists and enticing them to open your pitch. Follow these tips to make your subject line irresistible:

  • Be Clear and Concise

Keep your subject line brief and to the point. Convey the essence of your press release and what makes it newsworthy.

  • Create a Sense of Urgency

Use words that evoke a sense of urgency or timeliness to make journalists prioritize opening your email.

  • Highlight the Most Compelling Angle

Identify the most intriguing aspect of your press release and feature it prominently in the subject line to pique curiosity.

  • Personalize When Possible

Tailor your subject line to the recipient by including their name or referencing their previous work to establish a personal connection.

  • Avoid Misleading Statements

While it’s important to create interest, avoid using misleading or exaggerated statements that may damage your credibility.

Get The Journalists’ Contact Details

Obtaining accurate and up-to-date contact details of journalists is crucial for effectively sending your press release. Here’s how you can get the journalists’ contact details:

  • Research Online

Conduct thorough research online to identify journalists who cover topics related to your press release. Visit media outlets’ websites, browse through articles, and look for journalists’ bylines.

  • Utilize Media Databases

Subscribe to media databases and journalist directories that provide comprehensive contact information, including email addresses and phone numbers.

  • Engage on Social Media

Follow journalists on social media platforms like Twitter, LinkedIn, and Facebook. They often share their contact information or provide instructions on how to submit press releases.

  • Attend Industry Events

Attend conferences, trade shows, and networking events to connect with journalists in person. Exchange business cards and request permission to add them to your media contact list.

  • Leverage Professional Networks

Tap into your professional network, seek referrals, and reach out to public relations professionals who may have established relationships with journalists in your industry.

Remember, it’s essential to respect journalists’ preferences regarding contact methods. Some prefer email, while others may prefer phone calls or receiving press releases through specific platforms or submission forms.

Press Release Distribution Tips

Once you’ve crafted an effective press release, it’s crucial to distribute it strategically to maximize its reach and impact. Consider the following tips for successful press release distribution:

Should You Use Press Release Distribution Services?

Press release distribution services offer a convenient way to reach a wide audience of journalists, bloggers, and media outlets. They can help amplify your press release and increase its visibility.

However, before using such services, it’s essential to assess their effectiveness, relevance to your target audience, and your budget.

Some key factors to consider include the quality of their distribution network, their industry reach, and the level of customization and targeting they offer.

Social Network Press Release Distribution

Leveraging social media platforms for press release distribution can significantly expand your reach and engage with your target audience directly. Share your press release on your company’s social media accounts, including relevant hashtags and compelling visuals.

Encourage your followers to share the news with their networks. Additionally, consider reaching out to social media influencers or industry-specific groups who may be interested in covering your story.

Free Press Release Distribution Vs. Paid Distribution

Free press release distribution services can be a cost-effective option, especially for startups and small businesses with limited budgets. They allow you to distribute your press release to a broad audience without incurring any fees.

However, keep in mind that free services often have limitations in terms of distribution reach and targeting.

On the other hand, paid press release distribution services offer more extensive distribution networks, better-targeting options, and additional features like analytics and reporting.

If you have the budget, investing in a paid service can help you reach more relevant journalists and media outlets, increasing your chances of media coverage.

Find Journalists Who Might Be Interested In Your Press Release

Before sending your press release, you need to research journalists who cover topics related to your industry, product, or event. Look for their recent articles, their areas of expertise, and the publications they write for.

This targeted approach ensures that your press release reaches the right audience and increases the likelihood of media coverage.

Who To Send Press Releases To?

When determining who to send your press releases to, consider a variety of media outlets and journalists. This may include local and national newspapers, industry-specific publications, online news sites, blogs, radio stations, and television networks.

Tailor your distribution list based on the relevance of your news to their audience and the likelihood of coverage.

How To Send Your Press Release To Local Media

Local media outlets can provide valuable coverage for businesses targeting a specific geographical area. Research local newspapers, radio stations, and television channels in your target location.

Find the appropriate contact information for editors, journalists, or assignment editors who cover news relevant to your press release. Craft a personalized email or use their preferred submission method to send your press release directly to them.

How To Submit Local Press Releases

When submitting press releases to local media, it’s important to follow their specific guidelines and submission processes.

Visit their websites or contact their newsrooms to inquire about their preferred submission methods, formatting requirements, and any specific information they may need.

Adhering to their guidelines increases the chances of your press release being reviewed and considered for coverage.


Sending a press release that generates media coverage is an achievable objective that doesn’t require complexity or consume excessive time. With the appropriate knowledge and approach, you can become proficient in the process and accomplish successful media outreach.

The distribution of press releases in an effective manner holds significant importance in attaining media coverage and connecting with your intended audience.