How to Distribute a Press Release

Distributing a press release is a time-honored method of notifying journalists when your business or other organization has big news to share. The publicity generated by press release distribution can help grow a business, increase donations for a nonprofit, or even establish an individual as a leading authority in a field.


  1. Image titled Distribute a Press Release Step 1
    Write a press release. If you don't know how to write a press release, your options include seeking out readily available samples and teaching yourself or paying a professional to write your release.
  2. Image titled Distribute a Press Release Step 2
    Decide whether or not you can distribute the release on your own. Do you have a list of journalists with whom you have a preexisting personal relationship? Do you know who at your favorite magazine or television station covers stories like the one you're sharing, and how to reach that person? Do you have access to a Tier 1 newswire? If not, it will likely be more efficient to use a press release distribution service such as eReleases. [1]
  3. Image titled Distribute a Press Release Step 3
    Distribute your release, if you have chosen to do so yourself. Make sure that the publications you contact via email allow email submissions of press releases. Some media outlets still require snail mail submissions. Don't hesitate to follow up with a journalist who is a personal friend or even a frequent acquaintance, but avoid badgering strangers; that's likely to get your press release trashed and your email address blocked.
  4. Image titled Distribute a Press Release Step 4
    Choose a press release distribution firm, if you have decided to hire one. Avoid free online press release distribution websites. The cost of professional distribution reflects its value. If a service costs nothing, it's probably a waste of your time. Look for a company that can provide multiple examples of past press release distribution efforts that resulted in national media attention. Some press release agencies bundle writing services with their distribution services. [2]
  5. Image titled Distribute a Press Release Step 5
    Ask lots of questions before paying for press release distribution. Your company of choice should make time to answer your questions, help you improve the quality of your release, provide you with client testimonials, and explain to you how your release will be distributed. Look for firms that will send your release to a Tier 1 newswire such as PR Newswire or Business Wire.[3]
  6. Image titled Distribute a Press Release Step 6
    Be accessible to journalists following the distribution of your release. If you're lucky, you might need to spend all day answering the phone after your release is distributed! Clear your schedule, cross your fingers, and hope fore the best.
  7. Image titled Distribute a Press Release Step 7
    Follow up with journalists who picked up your story. Thank those who ran your release or a story derived from your release. If you are personally interviewed, thank the journalist for the interview and ask about keeping in touch through social networking sites. If you're invited to share updates on your news story, do so with brief, personal, occasional emails.


  • Press Release Centers like ( offers free distribution too..
  • Press releases can be used to build an online presence. They are especially useful to new businesses. Business owners who publish press releases on a regular basis acquire a positive reputation over time. Potential customers are more likely to do business with a reputable Company.
  • If your story is mentioned in a few media outlets, you can maximize the value and duration of that buzz by reaching out to people who have just heard of your company or organization for the first time. Use Twitter, Facebook, and a company blog to get in touch with the people who are coming to you thanks to your press release. Offer to answer questions.
  • Don't worry if your first press release is written well and distributed correctly, but still doesn't generate buzz. Success takes time and practice.
  • If you're selling a product, consider offering a special promotion to celebrate any appearances you make on television, radio, or in print media. Even a small discount can help to convert curious browsers to paying customers.


  • Look out for offers that are too good to be true. If a company claims it can contact 200,000 journalists for free, you can bet that it's either an outright lie or, worse yet, a scam that will harvest your personal information. You might even be added to their list of "journalists" and receive unwanted email!
  • Always read the fine print before paying for press release distribution. Look out for hidden monthly subscription fees or other surcharges.
  • If you're offered something extra by a press release distribution service, ask about the cost; don't assume that because a company doesn't mention a price, you won't be charged for an added service.

Article Info

Categories: Marketing