Do’s and Don’ts of Press Release Distribution

A press release is a form of written media that announces an important event or news item. It is typically distributed to journalists, bloggers, and other media outlets in order to generate coverage. A well-written press release can help to increase brand awareness, generate leads, and boost sales.

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Here are some do’s and don’ts of press release distribution:

Do’s:

• Write a clear and concise headline. The headline is the first thing that journalists and other media outlets will see, so it is important to write a clear and concise headline that will grab their attention.
• Write a strong introduction. The introduction should provide a brief overview of the news item that you are announcing. It should also include a strong call to action, such as asking journalists to contact you for more information.
• Include all of the important details. The body of the press release should include all of the important details about the news item that you are announcing. This includes information such as the who, what, when, where, why, and how of the news item.
• Use keywords throughout the release. When you are writing your press release, be sure to use keywords throughout the release. This will help journalists and other media outlets to find your press release when they are searching for information about your industry.
• Proofread your press release carefully. Before you submit your press release, be sure to proofread it carefully for any errors. Typos and grammatical errors will make your press release look unprofessional and could damage your credibility.
• Submit your press release to relevant media outlets. When you are submitting your press release, be sure to submit it to media outlets that are relevant to your industry. This will increase the chances of your press release being picked up and covered.
• Follow up with media outlets. After you have submitted your press release, be sure to follow up with media outlets to see if they are interested in covering your news item. This will increase the chances of your press release getting coverage.

Don’ts:

• Don’t write a press release that is too long. Press releases should be concise and to the point. A good rule of thumb is to keep your press release to 500 words or less.
• Don’t use jargon or technical language. Your press release should be written in plain language that anyone can understand.
• Don’t make false or misleading claims. If you make false or misleading claims in your press release, you could damage your credibility and reputation.
• Don’t send your press release to everyone. Only send your press release to media outlets that are relevant to your industry.
• Don’t give up. It may take some time to get your press release picked up by media outlets. Don’t give up and keep submitting your press release to relevant media outlets.

By following these do’s and don’ts, you can increase the chances of your press release being picked up and covered by media outlets. This will help you to achieve your marketing goals and to increase brand awareness for your business.

Here are some additional tips for press release distribution:

• Use a press release distribution service. There are a number of press release distribution services available that can help you to get your press release distributed to a wider audience.
• Time your press release release strategically. Consider when your target audience is most likely to be online and paying attention to news.
• Promote your press release on social media. Share your press release on social media and encourage your followers to share it as well.
• Track the performance of your press release. There are a number of tools that can help you to track the performance of your press release, such as Google Analytics.
• Consider working with a PR consultant or marketing agency to strategize your press release distribution efforts.

By following these tips, you can increase the chances of your press release being successful.

Further reading

Check out some of our recommended books to give you an edge in PR:

• Propaganda by Edward Bernays
• How to Write Perfect Press Releases by Steven Lewis
• Is It News?: Writing press releases that really work by Peter Labrow
• The DIY Guide to FREE Publicity by Christina Daves
• A Modern Guide to Public Relations by Amy Rosenberg
• The Art and Craft of PR by Sandra Stahl

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