Sending a press release is not just about writing a few paragraphs and hoping for the best. It is about making sure your story actually reaches the people who can amplify it: journalists, media outlets, and ultimately, your audience.
Many businesses get stuck after drafting their release. Should they email it directly? Should they use a press release distribution service? Or just post it online and hope someone notices? The truth is, effective press release distribution requires strategy and planning.
In this guide, we’ll walk through everything you need to know about how to send a press release from email best practices to online submissions, choosing the right outlets, and why services like EasyPR make the process simple and impactful.
What Does “Sending a Press Release” Mean?
Sending a press release means distributing your story to the right channels so it has a chance of being published or picked up by journalists. It is the second half of the equation: writing comes first, distribution comes next.
There are several ways to do this. One is by emailing your press release directly to reporters and editors. Another is using PR wire services that push your release out to news portals like Yahoo or Google News. You can also submit press releases online to free or paid directories, or share them on social media for added visibility.
A common mistake is assuming publishing the release only on your website is enough. Without distribution, the chances of gaining meaningful coverage are slim. That is why knowing where to send a press release and how is so important.
How to Send a Press Release via Email
Sending a press release by email is still one of the most common and effective approaches. But how you do it can make the difference between being read or ignored.
First, focus on the subject line. Journalists receive hundreds of emails a day, so your subject line should be clear and intriguing, not clickbait. For example: “Local Startup Launches App to Support Small Businesses” works better than “Amazing Announcement You Can’t Miss.”
Inside the email, keep your introduction short. A brief note explaining why the news is relevant should come before the full press release. Paste the press release directly in the body of the email, rather than attaching a file, to make it easier for the recipient.
Always include your contact information at the end so reporters can follow up if they need quotes or more details.
Avoid common press release mistakes like spamming multiple journalists at once, sending large attachments, or failing to personalize the message. Think of it like knocking on someone’s door, you are more likely to be welcomed in if you are polite and thoughtful.
Submitting Press Releases Online: Free & Paid Options
In addition to email, submitting press releases online is another alternative. Press releases can be posted for free on some sites, with mixed feedback. Free sites will provide visibility but low pickup, while paid sites will provide guaranteed media coverage.
For budget-conscious organizations, free submission sites are a good place to begin, particularly for low-key announcements. They will typically not come with the promise of visibility on large publications.
On the other hand, pay sites for distribution like EasyPR guarantee placement on big news outlets like Yahoo, MSN, and Google News. So your press release will not just be out there on the Internet, but will be viewed by prospective clients and members of the media.
If you’re exploring options, check out the Top 10 Places to Submit Your Press Release Online. This resource compares free and paid choices so you can find what works best for your budget and goals.
Targeting the Right Outlets: Where Do You Send a Press Release?
Knowing where to send a press release is just as important as how you send it. Your story needs to land in the right hands. Start by considering local media. Local newspapers, radio stations, and online news sites are often eager to feature businesses in their community. This can give your announcement credibility and help you connect with an audience that matters most.
For bigger stories, national outlets or niche publications are a smart choice. A fintech startup, for instance, would do better sending its release to industry blogs and finance sites rather than lifestyle magazines.
If your goal is strong local coverage, take a look at our guide on How to Send Press Release to Local Media: Tips for Success. It explains how to approach local journalists and tailor your release for maximum attention.
Remember, relevance is everything. Journalists are more likely to publish stories that fit their beat and their audience.
Step-by-Step Process to Send Out a Press Release Effectively
Sending a press release does not need to feel complex. Here is a simple process to send out a press release effectively:
Step 1:
Finalize your release. Make sure it’s polished, clear, and includes all the Essential Elements of a Press Release.
Step 2:
Build a media contact list. Collect emails of relevant journalists and editors. Focus on quality over quantity.
Step 3:
Choose your distribution channel. Will you email directly, submit online, or use a PR service? Each has pros and cons.
Step 4:
Optimize for SEO and multimedia. Include relevant keywords, links, and images to make your release more engaging online.
Step 5:
Track performance. After sending, measure views, clicks, and coverage. The blog on Measuring ROI of Your Press Release Campaign covers this in detail.
Following these steps ensures your story not only gets out but also makes an impact.
Why Use a Press Release Distribution Service Like EasyPR?
Press release distribution services save time and amplify reach. Instead of sending your release one by one, these services place your story on hundreds of trusted media outlets at once.
EasyPR, for example, gives guaranteed media placements on major platforms like Yahoo, MSN and Google News. For startups and small businesses, this creates instant credibility.
Compared to traditional PR wires, EasyPR is more affordable and designed for accessibility. You do not need to be a Fortune 500 company to get coverage.
For businesses ready to take the next step, check out the EasyPR Packages to see how you can distribute press releases to millions of readers.
Conclusion
So, how do you send a press release? You do it with strategy, no guesswork. From email outreach to online submissions and professional distribution services, the key is choosing the right channel for your story and audience.
Even if you are just starting out, the tools are within your reach. Local coverage builds credibility, online platforms expand visibility, and services like EasyPR make it possible to appear on global media sites without breaking the bank.
Your story deserves to be heard. The next time you have news to share, use these steps and let EasyPR help you reach the audience that matters most.
FAQs
1. What is the best way to send a press release?
The best method depends on your goals. Email works for direct journalist outreach, while PR distribution services ensure wider guaranteed coverage.
2. Can I publish a press release for free?
Yes, you can use free submission sites but coverage is limited. Paid services like EasyPR give more reach and credibility.
3. How long should a press release email be?
Keep your email short: a quick intro, the press release in the body, and your contact details. Avoid attachments.
4. Where should I send my press release?
Send it to relevant journalists, local or national media outlets, industry blogs, and distribution platforms for maximum exposure.
5. Do I need a PR service to send my press release?
Not always, but PR services save time and guarantee placements. For important announcements, they’re the fastest way to reach a large audience.
