Press release distribution

Press releases are a quick and easy means of conveying a message to the media and/or a particular target audience. Any organization that wants to raise brand awareness or enhance its image – whether it’s a small business or an established corporate enterprise – can distribute a press release as a way to inform the wider public. This simple-but-effective form of content distribution is frequently used to make important announcements or highlight a new product or service. Press releases fall under the rubric of earned media, which refers to publicity garnered through promotional means rather than through paid media advertising.

The three stages of producing a press release

The production of a standard press release typically goes through three stages, all of which are essential to its ultimate success. These three stages include writing the text of the press release; distribution of the press release to a broad range of media outlets; and, ideally, publication of the text, either in whole or in part, by these media outlets, thus ensuring optimal media coverage for the subject of the press release.

In order to achieve the objectives of press release distribution, all three of these stages should be meticulously carried out. Mistakes made in any one of these stages can result in the loss of time and money, and could even damage the delicate relationship between the organization distributing the press release and the media and/or target audience. 

The writing phase

The first, and perhaps most important, stage of the process is that in which the text for the press release is written by editors, copywriters or PR professionals. The writer’s primary aim in this regard is to attract the attention of media outlets and persuade them that the information contained in the press release is worthy of publication, either in print or online. Therefore, a good press release should be kept under 500 words to ensure it is read by journalists and editors, who typically don’t have much extra time on their hands. What’s more, a good press release should contain several relevant keywords to ensure that it is prominently displayed in search engine results, thus ensuring optimal visibility.  

The distribution phase

This stage involves sending your press release to members of the media, often through press release distribution services or an online PR agency. Social media platforms can also be used in this regard with a view to reaching as many readers as possible. During the distribution phase, press releases are not only sent to print media (such as newspapers and magazines), but also to relevant websites and blogs. Remember, the more widely a press release is distributed, the greater its chances of being published – and read – across a diverse range of platforms.

The publication phase

Ideally, a press release will be picked up, either in whole or in part, by a number of news outlets, websites, blogs and social media platforms. This, however, generally depends on a number of different factors. Firstly, press releases should be concise, well-written (no spelling or grammar mistakes!), informative and – above all else – newsworthy. In other words, the information contained in a press release should be interesting, current and not available elsewhere. If the information is not deemed newsworthy, journalists, editors and content managers are much less likely to publish it on their respective platforms.

Points to consider when distributing a press release

1Sending a press release to all the editors and reporters out there doesn’t necessarily mean it will get wide coverage. The press release should actually be sent to the relevant editors and reporters. Sending a press release about a medical discovery to a journalist known for writing in the automotive section would not create any benefit and in fact hurt the brand’s credibility in the eyes of the journalist. If you keep sending press releases in this manner, the recipient would see them as irrelevant or unimportant and just delete them or mark you as spam.
2When distributing a press release, the subject line should not be all caps to draw attention and words like “attention” and “important” should not be used. You should take care not to use headlines to trap the editors and reporters, and avoid clickbait subject lines.
3When sending the press release, distribution date should be provided and contact information should be definitely included at the end for those that may need to ask questions and get information.
4The organization’s boilerplate or brief information about the individual mentioned in the text should be added to the end of the press release.
5Another point to consider is the selection of mediums for distribution. Press releases should not be sent only to print media, and in addition to newspapers and magazines, they should also be distributed to online news sites and blogs. Please keep in mind that online channels feature 33 times more news content than print media, and that diverse mediums should be used to reach your target audience.
6In distribution, press release copy (word file) and images (jpg, etc.) in acceptable resolution and maximum 1 Mb in size should be attached to the message.

What are the benefits of working with
online PR agency B2Press for press release distribution?

Impactful Content
Impactful Content
B2Press offers end-to-end solutions that include all stages of press release distribution. The contents are created and improved by a team of experts, who consider newsworthiness. After the editors check the prepared content, the press release is distributed.
SEO Friendly Content
SEO Friendly Content
Are websites the right address to reach your target audience? With SEO-compatible press releases prepared with your keywords, you can improve your visibility in search engines. Such press releases will increase your chance of being seen by potential customers and those searching for you.
Detailed Reporting
Detailed Reporting
Reporting services help you to measure the impact of your press release. Following the distribution of the press release, we report its coverage by online and print media three times; daily, monthly and quarterly. The detailed reports, supported by graphs and charts, provide you with insights for your next press releases.
Brand Awareness
Brand Awareness
Who are aware of your brand? You can engage your target audience, potential customers and investors with press releases. Demonstrate that you have a say in your domain by preparing powerful press releases!
Online Visibility
Online Visibility
Press release distribution service allows you to inform your target audience about developments and also engage potential customers. You are just a click away from connecting with thirty thousand editors, reporters, and news agencies.
Economic Solution
Economic Solution
Online PR agency B2Press offers you cost advantage by delivering the services of traditional PR agencies in a package. B2Press combines press release copywriting, distribution and reporting in one single process, and distributes your press releases in more than 20 countries alongside Turkey. No need to pay monthly retainers! Pay as you go, use when needed, and leverage the benefits of digital PR services!
It has never been easier to appear in the world media.
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