Press coverage is an incredible resource for small and large businesses alike. If you can convince authoritative publications in your niche to share news about your company, you can increase your brand’s reach, enhance your credibility, and even improve your SEO performance.
Unfortunately, writing and distributing a press release effectively can be more challenging than it seems. As shown here where press release distribution platforms are discussed on Reddit, many companies still aren’t sure how to grab the attention of journalists, or choose the right strategies for dispensing valuable information to publications.
Fortunately, we’re here to help. Here are 5 simple tips you can follow for a better press release distribution strategy.
- Optimize your Release for Distribution
A crucial step to getting the most out of your press release, and earning the right attention from journalists, is optimizing your content. Start by figuring out what kind of content your intended publications will be interested in sharing.
For instance, 63% of journalists say that event announcements are the best PR pitches and the top-performing press releases cover product or service releases.
Once you know what “newsworthy” topic you’re going to cover, look for formatting guidelines. Most publications follow a specific format when sharing press releases, so it’s important to ensure you understand what your ideal publications are looking for in advance. Typically, you’ll need to keep your press release short and sweet, and avoid overly-promotional or hyperbolic language.
Finally, add multimedia assets like images and videos to your Press release to increase audience engagement and stickiness.
- Look for Journalists and Platforms
Next, start looking for journalists and press release distribution platforms that align with your goals. Ideally, you’ll be looking for platforms and content creators who already have a strong relationship with your customers, and a reputation as an authority.
There are a few ways you can look for potential PR partners. The first option is to simply type a specific topic into Google and look at what comes up. For instance, if your press release is about a “new finance software”, typing this into Google and clicking on “News” will give you an insight into the websites and writers that cover similar topics.
You could also consider using a media database to find reporters and journalists connected to your industry. Alternatively, you can head straight to a press release platform, common options include:
- Newswire: Ideal for multilayer targeting by industry, location, and other filters
- eReleases: Great for businesses looking into mass distribution efforts
- PR distribution: Fantastic for international media
Make a list of the websites and journalists that make the most sense for your brand.
- Get the Timing and Cadence Right
As excited as you may be to share your news with the world, timing is crucial in the PR industry. A study in 2022 found that Thursdays have the highest email open rates, while Wednesdays and Fridays are the worst days for sending press releases. And in it’s a well-known fact in the media circles that Tuesday is the day of choice for distributing a press release, preferably before noon in your target market.
You may need to experiment a little before you find the timing that works best for you. Pay attention to email open rates and responses, so you know when people are seeing and engaging with your content. Additionally, make sure you’re getting the cadence right.
Don’t overwhelm journalists with numerous requests in a single week. Give them time to read your pitch and respond, and only then send your press release. And remember – a press release is a vehicle to communicate factual information, so refrain from using adjectives, superlatives and marketing jargon in general.
- Build Relationships with Journalists
Part of the success of your press release distribution strategy depends on the relationships you build with journalists and publications over time. If you simply contact journalists whenever you want something, they’re less likely to pay attention to your content.
With that in mind, find ways to connect on a consistent basis. After a journalist publishes your release, follow up and thank them via email or social media. Follow them on social media and comment on, like, or engage with their posts. You can also strengthen relationships with journalists by:
- Providing access to valuable resources, such as reports and downloads, that they might consider useful (they don’t have to be linked to your product).
- Personalizing your pitch whenever you reach out, highlighting why you think they’re the right journalist or publication for their needs.
- Responding to requests and messages quickly, such as when your journalist asks for more information or a tailored quote for an article.
Make sure you’re respectful too, don’t rush your journalist if they don’t publish your content straight away, or complain if they don’t respond immediately.
- Do Your Part to Increase Exposure
A reputable journalist can increase the visibility of your press release. But your journalist isn’t the only person responsible for your success. You can play a role in drawing more eyes to your content too. This not only enhances the ROI of your earned media strategy, but also increases the chances of publications seeing you as a valuable partner.
Share links to the press release on your own website, in blog and news posts. Share your press release on social media, and ask for feedback from your audience. Respond to their comments, and follow up with extra answers to their questions where possible.
Think about how you can distribute the content to as many people as possible, by adding it to your email newsletter, or including a banner on your website with a direct link to the page.
Mastering Press Release Distribution in 2024
A press release can be a valuable resource for your business, increasing exposure, improving your brand’s reputation, and paving the way for rapid growth. However it’s important to know how to distribute your press releases effectively if you want to get the right results.
Follow the five tips above to ensure you’re sending the right content, to the correct people, at the best possible times, to boost your chances of success.