How to Distribute a Press Release

Press releases are a tried-and-true means of sharing a message to a large audience.

They’re key to gaining visibility and reaching the press and public. 

Whether you’re announcing a new product, hosting an event, or hiring a new executive,

press release distribution is crucial in spreading the word. 

In this blog we cover: 

• What is press release distribution? 
• How to distribute a press release 
• Press release distribution services 
• Press release FAQs 

What is Press Release Distribution? 

Press release distribution is the process of sharing news with journalists and media outlets to secure coverage. 

This is commonly done using a wire service that has relevant distribution channels to help maximize visibility and reach. 

How to distribute a press release 

A simplified explanation of how to distribute a press release might look something like this: 

1. You have news to share. 
2. You choose a press release distribution service. 
3. You upload your content to their platform. 
4. You choose who you want to send it to and make any other adjustments. 
5. Your news is sent on the wire. 
6. Your news gets picked up by online publications. 

Again, that’s the overly simplified version. There’s more that goes into it. 

Step 1: Identify Your Target Audience

Before sending a press release, you need to identify who you’re trying to reach. 

Industry-specific journalists? Local news? Major online media outlets? Influencers? 

A basic understanding of your target audience will guide the content you write and where you distribute your press release. 

Step 2: Use a Distribution Service 

Partnering with a trusted press release distribution service will help you confidently share your news.

With many options on the market, you’ll want to do research and find the right fit for your brand.

Check out this blog for some things to look for when vetting a press release distribution service . 

Step 3: Pay attention to timing 

When distributing a press release, avoid weekends and public holidays. Typically, early in the week and mornings are best. But just because something’s labeled best practice doesn’t mean it’s best practice for your brand. 
 
Pay attention to your data to uncover the best days/times for your brand. 

Step 4: Create a Media List 

Create a media list based on the topic of the news you’re sharing. This is where a Media Database comes in handy.

At ACCESSWIRE, our Media Database is the most accurate on the market and blends artificial intelligence with human review to add and delete contacts weekly.

Once you build a list, you’ll use it to send media pitches  
 

Step 5: Personalize Your Approach

Personalization goes a long way, especially with media pitching.

Take time to research your recipients so you can tailor your email to their interests and explain why your press release matters to their audience. 

Read our blog How to Craft Media Pitches That Get Noticed and Generate Earned Media for more advice. 

Step 6: Analyze Your Data

Sending press releases without analyzing your data will set you up to fail. 

Study the analytics report you receive from each campaign and lean on Media Monitoring tools to analyze the performance of your campaigns, what’s working, and areas of improvement. 

Press Release Distribution Services 

Choosing the right press release distribution service for your brand is a crucial step in the media outreach process. 

To find the right fit for your brand,
start by:

1. Determining your goals. What are you trying to achieve? Do you want maximum exposure?
   Do you need more specific and targeted outreach? 
   
   
2. Checking for additional features. What's included in their packages and what’s not?
   Understanding these differences can help protect your wallet. At ACCESSWIRE, we offer flat-free pricing. What you see is what you get.
   
   
3. Reading reviews. Review sites like G2 give you valuable insights into and feedback about the companies you’re researching. Look through the good, bad, and ugly. 
    
   

Press Release Distribution FAQs 

What is the easiest way to distribute a press release? 

The easiest way to distribute a press release is through a wire service.

Wire services simplify and automate the process while expanding your reach. 

How much does it cost to distribute a press release? 

The cost of distributing a press release varies based on the provider. At ACCESSWIRE, our press releases start at $175 . Set a budget and be mindful of what is and isn’t included in a package to avoid upcharges. 

How do I share a press release? 

Sharing a press release starts with identifying your target audience and key journalists. 

Send them personalized media pitches detailing your news. Additionally, share your press release in your Media Room and across your social media channels.    

How do you get your press release seen? 

Focus on search engine optimization (SEO) . When writing your campaign, focus on one SEO keyword.

This keyword should be in the headline, mentioned two to three times in the body copy, and one of your hyperlinks should be the keyword that links to a relevant page on your site.