Press Release

The Do’s and Don’ts of the Press Release Distribution

In today’s world, a press release is no longer just a piece of paper with some text. With the advent of the internet, a press release can be your ticket to getting the word out about your product or service. But before you start writing and distributing your press releases, there are a few things you should know. This blog post will examine the dos and don’ts of press release distribution. Understanding these simple tips ensures that your press releases are distributed effectively and reach your target audience. Let’s get started!

Is Press Release Still Relevant?

press release on keyboard

With the ever-changing landscape of the internet, it’s easy to wonder if press release distribution is still relevant. The answer is a resounding yes! Press releases can be an extremely effective way to reach your target audience and generate publicity for your business. First, however, it’s essential to understand how the process works to be successful.

At WowVisible, we believe that press release submissions matter even more in the digital world. In order to be successful, your press release must be properly formatted and well-written. Additionally, you must have a good understanding of how to distribute your press release to generate the most publicity for your business.

Distribution Channels for Your Press Release 

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1. Paid Distribution Services

Several paid distribution services will help you get your press release into the hands of journalists and bloggers. These services typically have extensive contacts databases and can help ensure that the right people see your freedom. Some of the more popular paid distribution services include PR Newswire, Business Wire, and Marketwired.

2. Free Distribution Services


If you’re on a tight budget, several free press release distribution services can also help get your story out there. These services typically have more limited databases, but they can still effectively get your press release some attention. Some of the more popular free distribution services include PRLog and PRWeb.

3. Social Media

In addition to using paid and free distribution services, you can also use social media to get your press release seen by more people. Posting links to your departure on sites like Twitter and Facebook can help generate some buzz and get more eyes on your story.

4. Traditional Media Outlets

man switching channel with remote

Of course, you can send your press release directly to traditional media outlets like newspapers, magazines, and TV stations. This can be more practical if you have a personal connection with someone at the outlet or if your story is particularly newsworthy. But it’s important to remember that these outlets are often inundated with press releases, so you’ll need to make yours stand out to get their attention.

The bottom line is that there are several ways to distribute your press release. The best approach is to use a combination of paid, accessible, and social media distribution channels. This will give you the best chance of seeing your story by the widest possible audience.

Helpful Tips to Get You Started

helpful tips

Now that we’ve answered the question, “Is press release still relevant?” it’s time to look at some helpful tips to get you started. Here are a few things to keep in mind as you begin the process of writing and distributing your press releases:

1. Conduct A Thorough Research


Before you start writing your press release, conducting thorough research is essential. This will help you understand the current landscape of the media and identify the best outlets for your message. It’s also important to know your target audience and what type of coverage they’re likely to read. By taking the time to research your options, you can ensure that your press release is distributed to the right people.

Researching Helps You In Two Ways

Not only will conducting research helps you identify the best outlets for your press release, but it will also help you understand what type of information is likely to be most newsworthy. By understanding what reporters are looking for, you can ensure that your press release contains the necessary information. As a general rule of thumb, reporters are looking for timely, relevant, and exciting stories. Therefore, you will likely get their attention if you can write a press release that meets these criteria.

2. Look for Reliable and Established Outlets

signs showing trusted and reliable

When you’re ready to start distributing your press release, looking for reliable and established outlets is essential. Several online resources can help you find the right outlets for your message. In addition, you can also contact reporters directly and pitch them your story. However, it’s essential to remember that not all outlets are created equal. Some media outlets are more reputable than others, and you’ll need to decide which ones fit your story best.

Why Should You Look for Reliable Outlets?

Looking for reliable outlets is essential because they’re more likely to give you the exposure you need. In addition, these outlets are also more likely to be read by your target audience. Pitching your story to reputable outlets ensures that your press release gets the attention it deserves.

3. Make it Straightforward and Easy to Read

easy and hard checklist

When writing your press release, making it easy to read is essential. Remember, reporters, are often pressed for time and may not have the opportunity to read through a long and complicated press release. Therefore, you’ll need to ensure that your press release is concise and to the point. In addition, you should also use simple language that everyone can understand. By following these tips, you can ensure that your press release is read and reported on by the media.

4. Include a Compelling Hook

electronic megaphone on red background

If you want your press release to be read and reported on, it’s essential to include a compelling hook. A hook is a short and attention-grabbing statement that will pique the interest of reporters. Without a hook, your press release is likely to be ignored. Therefore, it’s essential to take the time to craft a compelling hook that will grab the attention of reporters and encourage them to read your story.

5. Include Quotes from Experts

bracket quote icons made of wood

If you want your press release to be taken seriously, including expert quotes is essential. These quotes can add credibility to your story and make it more newsworthy. In addition, they can also help reporters understand the context of your story. Therefore, if you have access to quotes from experts, be sure to include them in your press release.

6. Follow Up With Reporters

follow up written in a small notepad

After you’ve distributed your press release, it’s essential to follow up with reporters. This will help ensure they receive your story and allow you to pitch them additional information. In addition, following up with reporters shows that you’re professional and serious about getting media coverage.

7. Have Patience

gold sand running through a modern hourglass

Finally, it’s essential to have patience when distributing your press release. The process can take time, and you may not see results immediately. However, if you follow the tips above and remain patient, you’re likely to see success in the long run.

When you’re ready to start distributing your press release, looking for reliable and established outlets is essential. Several online resources can help you find the right outlets for your message. In addition, you can also contact reporters directly and pitch them your story. However, it’s essential to remember that not all outlets are created equal. Some media outlets are more reputable than others, and you’ll need to decide which ones fit your story best.

The Do’s and Don’ts of the Press Release Distribution

do's or don'ts written with color chalk on blackboard

Press releases play an essential role in any public relations strategy. They are a formal way to communicate with the media about your company, product, or service. But if you’ve never written or distributed a press release before, it can be a daunting task. Here are a few tips to help you get started:


a person doing thumbs up

1. Always Make the Headline Newsworthy

The headline is an essential part of your press release. It will grab journalists’ attention and encourage them to read further. So make sure it’s newsworthy and packs a punch. By giving your headline a sense of urgency, you can also help encourage journalists to act quickly and cover your story.

2. Write in the Inverted Pyramid Style

woman writing making list taking notes in notepad

The inverted pyramid style is a news writing method that puts the most critical information first and the least important information last. This is helpful because it lets journalists quickly digest your press release’s main points and decide whether they want to cover the story.

3. Check Your Grammar and Spelling

This should go without saying, but it’s essential to proofread your press release before sending it out. Any errors will reflect poorly on your company and could damage your chances of getting coverage. Likewise, incorrect grammar and spelling in the press release will only give a negative impression to journalists.

4. Create a Clear and Concise Call to Action

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Your press release should have a clear and concise call to action. This is the part where you tell journalists what you want them to do with the information you’ve given them. For example, do you want them to write a story about your product? Cover your event? Include a link to your website. Whatever it is, make sure it’s clear.

5. Include High-Quality Images and Graphics


Journalists are visual people. So including high-quality images and graphics with your press release can help increase the chances of it being covered. Be sure to include relevant images to the story and a caption explaining what is happening in the picture.

6. Format Your Press Release Properly

proper format

Your press release should be formatted correctly before you send it out. This means including the proper headers, such as “FOR IMMEDIATE RELEASE” or “MEDIA ADVISORY.” You’ll also want to make sure the text is easy to read by using short paragraphs and bullet points.

7. Follow Up With Journalists


Once you’ve sent out your press release, it’s essential to follow up with the journalists who received it. This shows that you’re serious about getting coverage and allows you to answer any questions they may have. It can also help build relationships with members of the media.



1. Don’t Send Out a Press Release Without a Purpose

Before you even start writing your press release, you need to have a clear purpose for why you’re sending it out. For example, what newsworthy event or story are you trying to communicate? If you can’t answer this question, your press release is likely not worth sending.

2. Don’t Bury the Lead


The lead is the most important sentence of your press release. It should be clear and concise, and it should explain what the rest of the press release is about. Don’t bury the lead by putting it at the end of the release or hiding it in paragraphs of fluff.

3. Don’t Use Jargon or Technical Language

Your press release should be accessible to as many people as possible. So avoid using jargon or technical language that not everyone will understand. Instead, stick to clear, simple language that gets your point across without being overly complicated.

4. Don’t Forget the Basic Details


Be sure to include all of the essential details in your press release. This consists of your story’s who, what, when, where, and why. Without these details, journalists will likely not bother covering your story.

5. Don’t Spam the Media

When sending out your press release, be strategic about who you send it to. Don’t just indiscriminately send it to every journalist in your database. Instead, focus on those likely to be interested in the story you’re trying to tell. And don’t send them multiple times or pester them for coverage. One well-targeted email is usually enough.

Following these tips will help increase your chances of getting media coverage for your press release. But there’s no guarantee that your story will be picked up. The media is unpredictable and often has its agenda. So don’t get discouraged if you don’t get the coverage you’re hoping for. Instead, just keep trying, and eventually, you’ll find success.


Press releases are essential to any digital marketing strategy, but only when done correctly. Following the dos and don’ts outlined in this blog post, you can create a press release to help you achieve your desired results. Are you ready to put these tips into action? If so, let us know how we can help. At WowVisible, our team of experts is standing by to assist you with all your online marketing needs.

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