Press releases are powerful tools in public relations, enabling businesses, organizations, and individuals to share important news, announcements, and updates with a wider audience. Whether you’re a startup, a nonprofit, or a well-established corporation, sending a press release can help you attract media attention, engage your audience, and increase visibility. However, simply writing a press release isn’t enough. It’s crucial to know how to send a press release in the most effective way to ensure it reaches the right people at the right time.
In this article, we’ll guide you through the essential steps of sending a press release, provide tips for maximizing its impact, and offer best practices for boosting your chances of media coverage.
Table of Contents
Understanding Press Releases
Before diving into the process of sending a press release, it’s important to understand what a press release is and its purpose. A press release is an official statement issued to the media with the intent to inform them about news or developments related to your organization, product, or service. It is typically written in a formal, journalistic style and includes details such as the who, what, when, where, why, and how of the news.
Press releases are distributed to journalists, bloggers, editors, and other media professionals to generate interest, encourage coverage, and build brand recognition. Therefore, it is important to craft your press release carefully and distribute it strategically.
Step 1: Writing a Professional Press Release
The first step to sending a press release is crafting a well-written one. Below are key elements that should be included in a professional press release:
1.1. Headline
The headline is the first thing journalists will see, so it needs to grab attention. Make sure it is concise, clear, and reflects the essence of your news. A compelling headline will entice readers to continue reading.
1.2. Subheadline
The subheadline provides additional context or a brief elaboration on the headline. It’s your chance to provide more information while keeping the reader’s interest.
1.3. Date and Location
Start your press release by including the city and state where your press release is being issued, followed by the release date. This helps journalists know when the information is relevant.
1.4. Lead Paragraph
The first paragraph should summarize the key points of the news, answering the main questions of who, what, when, where, why, and how. Keep it to the point, as this is often the only part journalists will read if it doesn’t grab their attention.
1.5. Body
The body of your press release provides more in-depth details about the news you are announcing. This section should provide relevant information that supports the story, such as quotes from key stakeholders, background information, and statistics. Ensure it is well-organized and easy to read.
1.6. Boilerplate
A boilerplate is a short paragraph at the end of your press release that gives background information about your company or organization. This should be a standard section that you include in every press release.
1.7. Contact Information
Include contact details for someone at your organization who is available to respond to media inquiries. This should include the name, phone number, and email address of a media contact.
Step 2: Identifying the Right Recipients
Sending your press release to the right people is crucial for its success. If you send it to the wrong individuals, it may never reach the relevant audience, and your press release may go unnoticed.
2.1. Media List
Before you send your press release, create a media list. This is a list of journalists, bloggers, editors, and influencers who cover topics related to your business or industry. You can either build this list manually or purchase access to a media database.
2.2. Targeted Approach
Rather than sending your press release to a large, generic list of media contacts, target specific journalists or outlets that are likely to cover your news. Research each recipient’s beat and recent articles to ensure they would be interested in your story.
2.3. Consider Niche Outlets
While mainstream media outlets are important, don’t overlook niche publications that cater to a specific audience related to your industry. For example, if you run a tech startup, sending your press release to tech bloggers and tech-focused publications can be more effective than sending it to general news outlets.
Step 3: Choosing the Best Distribution Channels
Once your press release is written and you’ve identified your target recipients, the next step is to select the most effective distribution channels. There are a few different ways to send a press release:
3.1. Email
One of the most common and direct methods for sending a press release is through email. However, when sending a press release via email, it’s important to follow best practices to ensure your message doesn’t get lost in the recipient’s inbox.
- Write a compelling subject line that gives the recipient a reason to open the email.
- In the email body, include a short, personalized message that introduces the press release and briefly explains why it’s relevant to the recipient.
- Attach the press release as a Word document or PDF, but also include the full text of the press release in the email body for easy reading.
3.2. Press Release Distribution Services
Another option is to use press release distribution services, which allow you to send your press release to a wide range of media outlets. Some well-known press release distribution services include PR Newswire, Business Wire, and GlobeNewswire. These services are effective for reaching a large audience, but they often come at a cost.
3.3. Social Media
In today’s digital age, social media platforms are essential for distributing press releases. Share the press release on your company’s social media channels to reach your followers and encourage them to share the news. You can also tag journalists or influencers who may be interested in your announcement.
3.4. Your Company Website
Another distribution channel to consider is your company’s website. Post the press release on your website’s news or press section, making it easy for media professionals to access and reference when writing about your announcement.
Step 4: Following Up with Journalists
After sending out your press release, it’s important to follow up with the journalists you’ve contacted. Here’s how you can do this effectively:
4.1. Wait for 24-48 Hours
Give journalists enough time to review your press release before following up. Wait 24 to 48 hours before sending a polite follow-up email to check if they have any questions or if they plan to cover your story.
4.2. Keep It Brief
When following up, keep your email concise. Thank them for their time, reiterate the main point of your press release, and offer to provide additional information if needed.
4.3. Respect Their Decision
Not every journalist will cover your story, and that’s okay. Be respectful of their decision and remain professional. If they express interest in covering your press release, provide them with any additional resources or interviews they may need.
Step 5: Monitor and Measure the Impact
Once your press release is out there, it’s essential to monitor its impact. Track how many media outlets pick up your story and how many people read or share your press release. You can also use analytics tools to track the performance of press release distribution via email or social media.
5.1. Media Monitoring
Use media monitoring tools like Google Alerts or paid services such as Cision or Meltwater to track mentions of your company or press release in the media. This will give you an understanding of how far your message has spread and what kind of coverage it’s receiving.
5.2. Engagement Metrics
If you distribute your press release via email or social media, monitor engagement metrics such as open rates, click-through rates, and shares. This will help you gauge the effectiveness of your distribution efforts and make adjustments for future press releases.
Best Practices for Sending a Press Release
To ensure that your press release is well-received and stands out from the crowd, here are a few best practices to keep in mind:
- Be concise: Journalists are busy and often receive many press releases each day. Keep your press release clear and to the point, focusing on the key details.
- Personalize your outreach: When emailing journalists, tailor your message to each individual recipient. Mention their previous work or specific areas of interest to make your pitch more compelling.
- Timing matters: Timing is key when sending a press release. If your news is time-sensitive, make sure to send it well in advance, allowing journalists enough time to cover it.
- Proofread: Always double-check your press release for grammar and spelling errors. A press release with mistakes reflects poorly on your professionalism.
Conclusion
Knowing how to send a press release effectively is an essential skill for anyone involved in public relations, marketing, or communications. By crafting a compelling press release, targeting the right recipients, and using the most effective distribution channels, you can maximize your chances of gaining media coverage and engaging your audience.
Sending a press release is just one part of your public relations strategy, but when done correctly, it can have a lasting impact on your brand’s reputation and visibility.
