How to Distribute Your Press Release
Press release distribution is a useful tool for companies of all sizes. It helps them share their news with the press and the public.
In this blog, we provide a step-by-step guide on using press release distribution effectively. We share best practices and tips for promoting your news on social media. We also highlight common press release mistakes to avoid.
Why is press release distribution important?
Press release distribution is important because it helps companies share their message with their target audiences and the press. This level of amplification adds credibility to the brand, expands reach, and helps brands stand out in a crowded marketplace.
Press releases are an excellent tool companies can use to build and foster relationships with journalists that lead to earned media opportunities.
These earned media opportunities can strengthen a brand’s authority in their industry.
Did you know our Press Release Optimizer clients have earned media mentions in top-tier publications such as Allure, Business Insider, CNET, CNN, TIME and many more?
What’s the best way to distribute a press release?
The best way to distribute a press release is through a press release distribution service.
When you partner with a trusted press release distribution service, you gain access to their targeted distribution channels which helps you reach a wide network of media outlets, journalists, and relevant online publications.
How can you reach the right people with your press release?
You could have the best press release in the world but if it’s not reaching the right people, it’s all for naught.
When distributing a press release, you want to make sure you’re choosing the right channel to reach relevant journalists, media publications, and influencers.
At Newswire, we have 10 distribution channels to choose from which gives you ample opportunity to find one that fits your news.
How to use social media to promote your press release
Once your press release hits the wire, it’s your chance to expand its reach. A great way to do that is by promoting your press release on your company’s social media channels.
In our social media guide, we share how to promote your press release on social media with examples of how we’ve done it for our news, too. Click here to read more.
3 common mistakes to avoid when distributing a press release
1. Sharing information that’s not newsworthy.
A big mistake to avoid is sending a press release about information that’s not “newsworthy.” To ensure you’re sharing information your audience wants to know, ask yourself:
Is this timely and relevant?
Why would someone care?
Your answers to these questions should be clear. If they’re not, it’s a sign to go back to the drawing board and come up with a new topic.
2. Sending your press release at the wrong time.
Timing is everything with press release distribution. We suggest you avoid sending press releases on Friday afternoons, weekends, and on holidays.
Research shows the best days to send a press release are Tuesday and Wednesday mornings.
Remember, this is just a starting off point. Use your campaign data to understand what days and times work best for your news and industry.
3. Neglecting media pitching.
Sending strategic media pitches is the next step in your press release distribution process.
This step requires a level of proactiveness to share your news directly with relevant journalists.
When sending your pitches, personalize it to their preferences, include additional information, and show them why your news should matter to them.
If you need help with your media pitches, check out our blog for helpful information and a free template.
Where should I share my press release?
In addition to the wire and your social media channels, we suggest sharing your press releases on the following platforms:
Company Media Room
Give your press release another place to succeed by sharing it in your company’s Media Room. That way, when someone lands on your website and is doing research, they’ll see your latest news without having to search.
Email Marketing
Create customized campaigns about the news you shared in your press release. This tactic keeps your audience engaged with your brand and updated on your latest news.
When should you distribute a press release?
To make the most of your campaigns you want to take into consideration the announcement type.
Meaning, what news are you sharing?
If it’s financial results, you’ll want the press release to go out before the market opens.
If it’s a product launch, you’ll want to send it a few weeks prior to build excitement.
By keeping the announcement type and timing into consideration, you improve your chances of attracting attention and reaching your communication goals.
