A press release conveys information that your organization wants to share with the public through the media. After writing the press release, follow these guidelines to send it to the most appropriate media outlets.
Steps
Method 1 of 2: Finding Where to Send a Press Release
Step 1. Submit your release to local media
- The newspaper in your community: contact the editor-in-chief or editor in charge of the section that relates to your content.
- The weekly newspaper: editor.
- The magazine: editor in chief or editor.
- Radio stations: editor-in-chief or head of public service (if relevant).
- TV stations: editor in chief.
Step 2. Locate publications, online newspapers or other media in geographic areas where you want to expand your business
Step 3. Send your press release to key people in your field, including well-known bloggers and industry leaders
- Find the email addresses of prominent bloggers in your field and email copies of your press release.
- Look for the names of key people in your industry. For example, if you are a member of a trade association, then find the media relations manager in your association. Send your press release to that person, by fax, email or post.
Step 4. Use a distribution service
If you don't have time to find outlets for your press releases, then work with someone who can help you.
Note that free press release distribution services typically offer limited exposure. For a small fee, most distribution PR agencies will be able to deliver your press release to major news sites such as media agencies. Your goal is to reach as many people as possible. At the end of this article you will find a list of reputable distribution sites
Method 2 of 2: The Submission Process
Step 1. Review the press release and check for errors
Make sure that the title and the first paragraph, in particular, communicate that the content is interesting.
Step 2. Look for and follow the guidelines for submitting to each media outlet
- In general, your contacts prefer to be notified by fax, post or e-mail. Send your release the way you want the publication to be broadcast.
- Don't worry too much about finding out which specific people you should send your press release to if you don't have a lot of time. Get the person's exact job title - it should be enough.
Step 3. Determine the timing of your press release
- The release may need to be issued to coincide with a product launch or event. Otherwise, submit the release at the beginning of the week and at the beginning of the day.
- Choose an atypical time, such as 9:08 instead of 9:00, to prevent your release from getting lost in the early part of the hour.
Step 4. Submit your press release according to the necessary guidelines
- Type or paste content directly into the body of an e-mailed press release. Many journalists delete emails with attachments, because it takes too long to download and can contain viruses.
- Send your press release to one publication at a time or blind copy (BCC) recipients to make your press release feel more personal.
- Some print media may prefer that you upload the release directly to their website on a secure platform.
Step 5. Add photos and videos to your slideshow to make them more readable
- Avoid sending multimedia files via e-mail. Large files clog the inbox and can end up in the junk folder.
- Send your contact person a link to your media files through a service like Box or Dropbox. Alternatively, specify that photos and videos are available upon request.
Step 6. Follow up with a phone call
Ask if the recipient received the release and offer assistance or additional information if needed.
Advice
- Add a "Newsletter" section to your website. Archive your press releases on your website. You will look more authentic and you can also attract new customers.
- Follow the press release format standard carefully. News dealers are more likely to advertise those press releases that are properly organized.
- Be sure to include full contact information at the bottom of your press release, including your name, phone number, email address, physical address, and website URL.
- Make your press release easy to find online. Know the search terms customers use when they search for you on Google. Incorporate those keywords into your press release, especially in the first 250 words.
