In today’s hyper-connected media landscape, knowing how to submit a press release effectively can make the difference between your news being widely shared or completely overlooked. Whether you’re launching a new product, announcing a partnership, or promoting an event, submitting a well-crafted press release to the right channels is critical. This guide will walk you through the process of submitting a press release professionally, maximize your chances of coverage, and help position your brand as a credible industry leader.
Table of Contents
What Is a Press Release?
A press release is an official statement issued to the media and the public to share noteworthy news. It’s a strategic communication tool used by companies, organizations, and public figures to attract attention from journalists and media outlets.
The goal of a press release is not only to inform but also to generate interest that may lead to media coverage or additional inquiries. Press releases can be used for announcements like product launches, funding rounds, mergers and acquisitions, executive appointments, or milestone achievements.
Why Submitting a Press Release Matters
Before learning how to submit a press release, it’s important to understand why press releases are still relevant in the age of social media. Press releases serve multiple purposes:
- Build credibility and trust with your audience
- Attract media attention for broader coverage
- Improve SEO when published online with backlinks
- Reach potential customers who may be interested in your updates
- Shape your brand narrative and control how your news is perceived
Given these advantages, submitting a press release the right way is essential to amplifying your message.
Step-by-Step Guide: How to Submit a Press Release
Let’s explore the step-by-step process of how to submit a press release professionally.
1. Craft a Compelling Press Release
Before you can submit your press release, you must ensure it’s newsworthy and well-written. Your press release should be:
- Concise and informative (ideally 400–600 words)
- Structured properly (headline, subhead, dateline, body, boilerplate, contact info)
- Free from promotional fluff
- Targeted to your audience and industry
Key elements of a press release include:
- Headline: Grab attention and summarize the story in one sentence
- Subheadline: A secondary line to elaborate the headline
- Lead paragraph: Cover the who, what, when, where, and why
- Body paragraphs: Provide supporting information, quotes, and context
- Boilerplate: A brief description of your company
- Media contact: Include name, phone, and email of the PR contact
Always write in the third person, use AP style (Associated Press), and avoid jargon or sales language.
2. Identify Your Goals
Define the goal of your press release submission. Are you looking for:
- Widespread media coverage?
- Increased online visibility?
- Better SEO with high-authority backlinks?
- Targeted reach in specific industries?
Understanding your goals helps you choose the best distribution channel and tailor the message accordingly.
3. Choose the Right Distribution Channel
One of the most important parts of learning how to submit a press release is choosing the right platform. There are three main options:
A. Press Release Distribution Services
Using a professional wire service is the fastest and most reliable way to reach journalists, newsrooms, and online news platforms. Some of the most popular press release distribution networks include:
- IMCWire – A premium distribution service focused on visibility, trust, and targeting.
- PR Newswire
- Business Wire
- GlobeNewswire
- Newswire.com
IMCWire stands out due to its direct connection to digital media outlets and a strong focus on tech, startups, finance, and lifestyle sectors.
B. Direct Media Outreach
This involves personally sending your press release to selected journalists or media contacts. It requires research, a personalized pitch, and relationship-building but can result in more meaningful media coverage.
C. Self-Publishing Platforms
You can also submit press releases on your own website or blog and share them via social media or platforms like Medium or LinkedIn. While this gives you control, it doesn’t carry the credibility or reach of a wire service.
4. Tailor Your Distribution List
If you’re not using a wire service, you’ll need to build or buy a list of relevant contacts. Ensure your distribution list includes:
- Reporters covering your industry or niche
- Bloggers or influencers interested in your topic
- Editors of trade journals or regional media
- Podcasters or YouTubers who accept news tips
Segment your list by outlet type, region, or vertical to ensure your message resonates with each audience.
5. Optimize Your Timing
Timing is key when it comes to how to submit a press release. Avoid weekends or holidays. The best days are typically Tuesday through Thursday, and the best time is early in the morning (8–9 a.m. EST).
Make sure to submit your press release at least 24–48 hours before you want it to go live if you’re using a distribution service.
6. Follow Submission Guidelines
Each wire service and media outlet has its own press release submission guidelines. Pay attention to:
- Word count limitations
- File formats (Word, PDF, or plain text)
- Multimedia options (images, logos, videos)
- Allowed hyperlinks and anchor texts
- Approval timelines and embargo policies
For example, submitting through IMCWire requires account setup, content approval, and formatting checks. The platform offers customer support to walk you through the process and ensure smooth submission.
7. Include Multimedia for Better Engagement
Press releases with multimedia content perform significantly better. If allowed, include:
- High-resolution images
- Video clips
- Infographics
- Company logos
Visual content makes your press release more appealing to journalists and readers alike.
8. Track and Measure Results
After you submit your press release, it’s essential to evaluate its performance. Look for analytics that include:
- Number of media pickups
- Website traffic and referral sources
- Click-through rates
- Backlink count
- Social shares and engagement
- Lead conversions (if applicable)
If you used a distribution platform like IMCWire, you’ll receive a performance report showing where your release was published and how it performed.
9. Follow Up Professionally
Don’t assume a single press release submission is the end of the road. Follow up with journalists or media contacts (especially those you pitched directly) to see if they plan to cover the story.
Your follow-up email should:
- Be polite and non-pushy
- Remind them of the news angle
- Offer additional information or quotes
- Include your contact details again
Building long-term relationships with media professionals can open the door to future features and interviews.
10. Repurpose Your Press Release Content
Once your press release is published, make sure it doesn’t go to waste. Repurpose the content by:
- Sharing it on your social media profiles
- Converting it into a blog post or video
- Including it in your newsletter
- Adding it to your company’s press or news section
This not only extends the life of your content but also helps with SEO and brand visibility.
Common Mistakes to Avoid When Submitting a Press Release
Even the best news can be ignored if the submission process is flawed. Avoid these common mistakes:
- Submitting content that’s not newsworthy
- Using clickbait or misleading headlines
- Including too much promotional content
- Failing to follow formatting guidelines
- Not proofreading for grammar or typos
- Sending at the wrong time
- Skipping the follow-up
Professionalism in every step of the process builds trust and encourages media outlets to take your news seriously.
Why IMCWire is the Ideal Choice
When it comes to how to submit a press release, choosing a partner like IMCWire can make a world of difference. IMCWire offers:
- Targeted industry-specific distribution
- Access to digital and mainstream media outlets
- Multimedia support for better visibility
- Detailed performance analytics
- Personalized customer service
The platform makes press release distribution easy, efficient, and effective. Whether you’re a startup, small business, or global brand, IMCWire ensures your message gets in front of the right audience at the right time.
Final Thoughts
Mastering how to submit a press release is essential for brands that want to stay relevant and credible in a competitive marketplace. By understanding the process—from crafting your message to choosing the right distribution channel—you can dramatically increase your chances of success.
Whether you’re submitting your press release through a platform like IMCWire or pitching directly to journalists, the key is to be strategic, timely, and professional. Treat each press release as a valuable opportunity to enhance your brand image, drive traffic, and foster media relationships that benefit your business in the long run.
