Advice on Distributing Press Releases

Distributing press releases is a complex task. It can be distributed by an individual employee using either free or fee-based companies. Hiring a professional firm to handle this task can be very helpful. They have tremendous knowledge and experience along with databases of thousands of high profile news agencies for targeting the release to those media outlets most likely to print it. They can offer press coverage in trade publications and other media difficult to access. Distribution is a key aspect for the success of the press release and should be carefully researched and executed.

There are specific issues to consider for distribution, including determining the target audience, business category, geographical region and complexity of the message, as well as timing and tracking. The target audience is determined by the subject matter. A tailored media list is required to decide whether the release will go national, regional or local. The determination of the business category the particular press release falls into is also very important. A press release for a consumer product would not fare as well when sent to outlets specializing in real estate, for example. It is critical to know what the release is promoting and target the media specifically for that category.

The geography the targeted media operates in is also very important for success. A press release announcing a new surfboard technology would not play as well in Nebraska as in Hawaii, for example.

The options for distribution are best determined by tailoring to those who are most likely to be interested, and include email to key journalists, trade publications, placement on a wire service or web site, submission to local press and cable TV/radio. Press releases can be sent via email, snail mail, or fax. Timing of the press release is critical as well. It is best to submit them early in the day, on a ‘slow’ news day (no major disasters or major news stories) and mid week seems to be the slowest time of the week so the press release will get more attention. Different outlets have different requirements regarding lead-time and deadlines, so finding this specific information is very helpful.

After writing the press release, the next step is to send it to the right media people at the right time. This is where research and experience regarding distributing press releases really comes into play, and can be a tremendous help.