Send a Press Release in 9 steps: Structure, Options, Distribution, and more (2023)

Are you looking for a comprehensive guide on how to send a press release?

You’ve come to the right place.

This blog post will provide all the information you need to send a press release, including structure, options, distribution services, tips, and more.

Let’s get started!

What is a Press Release?

A press release is a written statement sent to editors and journalists to announce new products, services or events. It should contain accurate and newsworthy information from the company or organization it represents. The press release aims to generate interest and gain media coverage for the subject matter.

What is an Email Press Release?

An email press release is an electronic version of a traditional press release sent via email. It is delivered directly to the recipient’s inbox and can contain media files, links, photos, videos, and textual content.

Types of Press Releases

There are many types of press releases. The examples listed below are the most generally used to share news and other information with the media and the public.

Announcement Press Release

Announces a new product, service, or development in an organization or industry. It typically includes details on key features and benefits and any relevant quotes from executives or other stakeholders.

Event Press Release

Announce an upcoming event, such as a conference, seminar, or launch party. It typically includes information on the event’s goals and topics of discussion, as well as contact details for anyone interested in attending.

Interview Press Release

Announce an upcoming interview or Q&A with a company executive or other notable figure. It typically includes information on the subject matter and quotes about the individual being interviewed and why the audience should be interested in what they say.

Trend Report Press Release

Announce the findings of a new trend report or survey. It typically includes information on the survey methodology and any key findings or insights from the research.

Response Press Release

Respond to a news story or development in the industry. It typically includes a statement from the company or organization and any relevant quotes from executives on why this issue matters to them and their readers.

Multimedia Press Release

Announce an upcoming multimedia project, such as an eBook, video series, podcast, or webinar. It typically includes information on the project’s goals and topics of discussion, as well as contact details for anyone interested in participating.

Milestone Press Release

Announce a major milestone or accomplishment within an organization or industry. It typically includes information on the achievement and any relevant quotes from executives or other stakeholders.

By understanding the different types of press releases, organizations can create content that resonates with their audiences and helps to amplify their message. With careful planning and strategic execution, a press release can be a powerful tool for spreading news and increasing visibility.

Why are press releases important?

Press releases are important for businesses and organizations to communicate their news and updates to the public. Press releases can be used to share new product launches, announce upcoming events or milestones, provide updates on industry trends, or any noteworthy information.

They help build awareness of your brand and organization, increase visibility among potential customers and partners, and establish credibility with the media. Press releases are a great way to generate publicity and attract attention to your organization or product.

Press releases can also help increase search engine optimization (SEO) results by providing backlinks to your website. This can positively affect your Google rankings, increasing traffic and more potential customers discovering your products or services.

Press releases can be an extremely powerful tool for businesses to build trust and credibility among customers and partners and connect with potential customers who may not have heard of your brand.

Press releases help show that you are an established organization that takes its news seriously, which helps establish trust in the marketplace.

In short, press releases are a great way to communicate news and updates to the public, build brand awareness, increase visibility and attract potential customers.

They can also help boost SEO ranking for your website, as well as help establish trust and credibility in the marketplace.

Benefits of a Press Release

Press releases are essential for businesses and organizations to communicate their news and updates to the public. While they can be used to share new product launches, announce upcoming events or milestones, provide updates on industry trends, or any noteworthy information, the benefits of press releases go far beyond simply getting the word out.

Here are several benefits of a press release:

Improved brand visibility

A press release can also help enhance your company’s visibility and credibility. When journalists, bloggers, and other media professionals see that you’re issuing press releases regularly, it shows them you’re serious about your business. It can help you build better relationships with these individuals.

Improved customer relations

A press release is also an effective way to reach out to your customers, partners, and shareholders and provide them with timely updates. This helps foster a sense of loyalty among existing customers while also potentially inspiring new ones. Press releases also allow you to thank and recognize those who have supported your company.

Increased media coverage

A well-crafted press release can increase media coverage, as journalists and bloggers always look for interesting stories to write about. This could mean that you feature in more newspapers, magazines, and other publications than ever before, helping to raise your business profile.

Increased earned media coverage

In addition to traditional press releases, you can use social media and other digital outlets to reach relevant journalists and bloggers. This allows you to gain more exposure, as many rely on these platforms for news and updates. Additionally, if you can maintain a presence on these platforms and consistently provide interesting articles and content, you could also start to generate ‘earned media coverage.

Increased website traffic

Press releases can be a great way to drive more visitors to your website, as these are often shared and can increase your search engine rankings when the backlinks are indexed. This in turn, can lead to increased sales and conversions. Additionally, if you use keyword optimization techniques when writing press releases, you can ensure they are more likely to appear in search engine results.

Increase backlinks to your website

A press release is an effective way to boost backlinks and SEO. By creating and distributing a press release, you can capture attention, leading to high-quality links to your website.

This will increase your ranking in search engine results. A well-crafted press release can boost organic traffic by bringing additional attention to the website and adding credibility and trustworthiness to a brand.

Improved relationships with influencers

Influencers are often quick to pick up on newsworthy stories. Crafting a compelling press release about something interesting related to your company could gain traction among these influential figures. This can help build relationships that could prove invaluable for your business.

Cost-effective form of advertising

Last but not least, press releases are one of the most cost-effective forms of advertising available. Rather than paying for expensive advertising campaigns, you can issue a press release and let the media do the work. This makes it a great way to reach potential customers without breaking the bank.

Improved customer trust

Customers are likely to be more trusting of a company that releases press statements regularly, as this shows that you’re open and transparent about your operations. This can help build relationships of trust with customers, which is essential for any successful business. Press releases also provide an opportunity to respond quickly to any enquiries or questions customers may have, further increasing trust.

Generate Sales

Lastly, press releases can increase the overall awareness of your business and its services. This could lead to more people becoming familiar with your company, potentially increasing sales and conversions in the long run. By making sure that you’re strategically targeting the right audiences, you can ensure that this awareness translates into tangible results.

Build Trust

All in all, press releases offer a great way to communicate with customers, media professionals, and influencers. By keeping these points in mind when crafting your press statements, you can ensure they are as effective as possible. So, use press releases as part of your overall marketing strategy, and you’ll soon see the benefits.

Press releases ultimately establish trust with existing customers by providing important updates and news, a great way for businesses to build credibility in the marketplace.

How to send a Press Release

1. Research your target audience

Take the time to understand who your press release is aimed at and what kind of news they are interested in. This will determine the tone and focus of your press release.

2. Write a compelling headline

Your headline should be concise and attention-grabbing to pique readers’ interest and draw them into the story.

3. Use an inverted pyramid structure

Start with the most essential information in the headline and lead paragraph, then move on to more background and supporting details. This will ensure that even those who only read the first few sentences still get the main point.

4. Include quotes

If available, include a quote from a key figure in the story or directly affected by it. Quotes offer personal insight and add another level of interest to the story.

5. Include images

Include an image with your press release. Images can be more eye-catching than text and help draw readers into the story.

6. Double check accuracy

Before sending the press release, please read it thoroughly and double-check any facts or figures you have used.

7. Include contact information

Make sure that contact information is included at the end of your press release so journalists can get in touch if they have questions or want more information.

8. Distribute the release

Once you are happy with your press release, choose a reliable distribution service to send to your target media outlets. This will ensure that the correct people get the story and that as many eyes see it as possible.

It is also highly recommended to use an email marketing platform to send a press release. For a comprehensive list of platforms read our Best Mass Email Marketing Platforms.

9. Follow up

After the press release has been sent out, follow up with any journalists you think may be interested in writing a story on your story. This will help ensure that as many people see and understand your message as possible.

Structuring Your Email Press Release

When structuring your email press release, it is important to keep it brief and organized. Ensure the subject line is eye-catching, relevant and brief (maximum of 10 words).

Also, include a headline to grab the reader’s attention. The body of your press release should include the story’s who, what, where, when and why in an easy-to-follow format. Lastly, you must provide contact information at the end.

When writing an email press release, it’s important to consider what your audience wants to see and how they want to see it. An effective email press release should have an attention-grabbing headline, engaging content and a call to action in the form of a link or hashtag that encourages readers to take action.

Here is a breakdown of the different sections included in an email press release:

Headline

The headline should be short, clear and concise. It should capture the essence of your story and grab the reader’s attention. Ensure your headline is relevant to your story and contains no clickbait words that could lead readers astray.

Intro / Lead Text

The lead text should be written in one or two sentences. It should be able to effectively convey what the purpose of your press release is all about without being too wordy or long-winded.

Source

Identifying the writer as the source in a press release is crucial. Establish the source’s credibility by citing references.

Body Essentials

This section should include all the details necessary for readers to understand what happened or why they should care about this particular event/occurrence/announcement. This section can also include quotes from people involved with events/products/services discussed in your press release and supporting information such as statistics, facts etc.

Quotes

When including quotes in your press release, ensure they capture the essence of what you are trying to say without being too long-winded or wordy. They offer a unique perspective that can engage readers and make them feel more connected to the story.

Anything else?

Add any final thoughts, additional data, or images.

Conclusion

The conclusion should briefly summarize what was discussed in your body paragraph and reiterate why this event matters or why readers should care about it. Ensure your conclusion ties back into your headline so readers can easily connect the dots between each section of your email press release.

Contact Info

Email Press Release Template

Subject: (Provide a brief and relevant subject)

Headline: (Provide an eye-catching headline)

Lead / Lead Text: (Summarize the main points of the press release in one sentence)

Source: (writer – cite references)

Body Essentials: (Include the who, what, when, where and why of your story)

Quotes: (include quotes and source)

Anything else: (final data, images)

Conclusion: (Summary)

Contact Info: (Provide contact information)

Options to Send a Press Release

After you have written your email press release, several options are available for sending your message.

Distribution Services

You can use a press release distribution service like PRWeb to send your press release to its contacts list for a fee.

Many companies offer distribution services (such as PR Newswire) that can help you reach a larger audience. These services will electronically send your press release to various media outlets with wide distribution.

Direct Delivery

You can send your press release directly to editors and journalists in your target publications. You can also send it directly to your contacts in your email lists.

Email List

This option allows you to manually email your press release to key contacts such as editors, reporters and bloggers. It’s essential to make sure that you have a complete list of contacts and take the time to build relationships with media outlets so they are more likely to pick up your press release.

Social Media Channels

Posting your press release on social media is also an option. This can help you reach a broader audience and be especially useful for targeting a younger demographic.

When deciding which option is best for you, consider cost, reach, target audience etc.

Top Press Release Distribution Services

Cision

Cision is known for its comprehensive media database that includes more than 1 million contacts in broadcast, print and online media worldwide. It offers various services, including custom distribution lists, competitive analysis and tracking tools.

PR Newswire (acquired by Cision)

One of the top distribution services, PR Newswire offers a range of services, including ultra-targeted campaigns and custom media lists. The network includes over 10 million journalists, bloggers, and influencers in over 190 countries.

Business Wire

Founded in 1961, Business Wire is one of the most popular press release distribution services. It offers wide reach, including over 5,000 journalists and bloggers in the U.S., Canada, Europe, Asia-Pacific and Latin America.

Marketwired (now part of Intrado)

Marketwired provides access to more than 700,000 journalists and bloggers in over 190 countries. It also offers content optimization services and analytics that help you measure the success of your campaigns.

PR Web

PR Web is one of the most affordable distribution services. It offers targeted distribution to over 250,000 media contacts and analysts in over 180 countries. Its service also includes image and video hosting and social sharing tools.

GlobeNewswire

GlobeNewswire distributes press releases to more than 200 countries and 40 languages. It also offers digital marketing solutions such as email and website hosting services, webcasts, interactive maps and social media integration.

PRWebDirect (now part of Cision)

PRWebDirect is a budget-friendly press release distribution service that offers the same content optimization and analytics features as Marketwired. It also includes access to over 8,000 media outlets.

eReleases

eReleases is one of the most popular, offering free and premium packages. Its service includes access to more than 30,000 opt-in journalists and media outlets that are updated daily.

Digital Journal

Digital Journal is an online news and pr distribution service that accesses over 25,000 media outlets. Its premium package includes features such as individualized tracking and analytics tools.

PR Distribution

PR Distribution offers a wide range of services, including SEO-friendly releases, targeted distribution lists, real-time results tracking and a 24/7 customer service team. It distributes press releases to more than 100,000 media outlets in over 180 countries.

The wide variety of distribution services available means choosing the right one for your needs can be challenging.

At its core, a good press release distribution service should offer:

• a wide reach,
• cost-effective plans,
• robust tracking,
• analytics tools,
• Added benefit of reaching journalists, bloggers and influencers relevant to your industry.

Ensure that your chosen service has a solid reputation for delivering results.

Emailing Press Release Tips

Here are a few tips that every digital marketer must keep in mind when crafting their message:

Keep it short

Your message should not exceed 500 words; if possible, aim for closer to 300 words maximum.

Use simple language

Avoid using complex language; make sure everyone can understand what you are saying by using simple language.

Proofread

Before sending out any message, make sure that you proofread it multiple times to avoid typos or errors in your text.

Include images

Embedding images into emails has increased click-through rates by up to 30%; try adding pictures relevant to your subject line.

Use catchy subject lines

Subject lines need to grab attention immediately; don’t use clickbait; try making them interesting enough that people will want to open them.

Personalize messages

Addressing people by name increases engagement significantly; always address people personally when possible.

Monitor results

Track metrics such as open rate and click rate to optimize future campaigns.

Follow up

If someone doesn’t respond after one, follow up. Always send a second follow-up.

Timing is everything

Send out emails during peak hours, such as in the morning when people check their emails first. Avoid sending out emails late at night since those tend not to get opened until much later.

Test different formats

Try testing different formats, such as HTML vs plain text emails; some audiences prefer one over another, so experiment with both messages.

Template for Emailing Press Releases

Now that we have covered all aspects related to emailing a press release let’s look at an example template below, which incorporates all aspects discussed above into one cohesive document:

[Headline]

[Lead Text]

[Body]

[Conclusion]

Subject: New Product Launch – Introducing the [Product]

Headline: [Company] Launches Revolutionary [Product]

Lead Text: Today, [Company], a leader in [industry], launched its new [product], revolutionizing the way users interact with technology.

Body: The revolutionary new [product] is designed to provide users unprecedented convenience and control. It features a sleek design and intuitive user interface, allowing for easy navigation and access to various features. With its innovative capabilities, the product offers users more options for customizing their experience.

Conclusion: With the launch of the new product, users can now experience a more efficient and enjoyable way to interact with technology. The product is available now from select retailers and online outlets, with additional features and updates arriving soon.

Sign-Off: Sincerely,

Name & Title of Sender

Company Name

Contact Details (if applicable)

Website URL

Social Media Handles

Tagline (if applicable)

With this template, you can easily craft an effective press release quickly. Simply fill in the relevant information and tailor it to your needs, audience and purpose to create a strong email that will get the attention of media outlets. With a compelling story and well-crafted document, you can spread the news and get your product the attention it deserves.

An effective email press release requires careful consideration regarding structure, content and timing. By following these guidelines outlined above, along with our example template, digital marketers can ensure their message will resonate with its intended audience resulting in increased engagement and brand awareness.

Summary

As shown above, various steps are involved when crafting an effective email press release, including structure, options, distribution service, rules and a template.

By following these guidelines, digital marketers can ensure their message resonates with its intended audience, increasing engagement and brand awareness and leading more customers to discover their products/services online or through other channels leading directly towards sales conversion!

Best of luck!

FAQ – Frequently Asked Questions

What is a press release?

A press release is an official statement issued to newspapers and other media outlets that provides detailed information about an event, product launch or other newsworthy items.

Does a press release need to be written in a specific format?

Yes, press releases should follow certain formatting guidelines to ensure they are organized and easy to read. Generally speaking, this includes a headline, contact information for the issuing organization, an introduction paragraph, body paragraphs with more in-depth information, and a summary paragraph.

What are some examples of a press release?

NASA: NASA Sets Coverage for Agency’s SpaceX Crew-6 Events

BusinessWire: Bird Expanding in the Greater Toronto Area

Send2Press: Author and Entrepreneur Tam MacPhee launches a new book and podcast

Who should I send my press release to?

Your press release should be sent to contacts within the media outlets relevant to your newsworthy item. This could include newspapers, magazines, radio stations, television networks and websites that cover topics related to your press release.

What makes for a good press release?

The most effective press releases provide clear, concise and accurate information about the event or product launch. They should avoid using overly wordy language and include relevant contact information so that media outlets can follow up with any questions. Additionally, press releases should be timely, interesting and newsworthy.

How do I distribute my press release?

You can distribute your press release through a variety of methods. You can submit it directly to media outlets using their contact forms or email addresses and through online distribution networks such as PRWeb or PR Newswire. Posting the press release on your website or social media channels is also possible.

When should I expect results from a press release?

The time it takes to see results will vary depending on the size and reach of the press outlets you have distributed your press release through. Generally speaking, you should expect results within one to two weeks. It is also important to note that press releases don’t guarantee news coverage, and results can vary depending on the quality of the release and its relevance to a particular media outlet.

How do I measure the success of my press release?

The success of a press release can be measured by the amount of news coverage it generates. This could include newspaper articles, blog posts, and radio and TV appearances. Measuring any changes in website traffic, social media engagement, or other metrics the release may have impacted is also important.

Are there any risks to using press releases?

Some risks are associated with using press releases, such as the possibility of inaccurate or misleading information being released. It is important to carefully proofread and fact-check your release before distributing it to media outlets. Additionally, you should be aware that if a media outlet uses information from your press release, they may edit or change it based on their editorial standards.

Are there any other tips for using press releases?

Yes! Check the media outlets’ guidelines before submitting your press release so you understand what types of information they will accept and if they have any specific formatting requirements. Additionally, it is important to use engaging language and storytelling techniques to make your release stand out from the crowd. Finally, never forget to thank the media outlets for their coverage and let them know how they can find more information on your topic.