How to Submit a Press Release: A Step-by-Step Guide for Success

In today’s fast-paced world, getting your message in front of the right audience is critical. Whether you’re promoting a new product, sharing important company news, or announcing an event, a well-crafted press release can be an excellent tool for gaining attention from media outlets and potential customers alike. But once you’ve created that perfect press release, the question arises: How to submit a Press Release? This guide will walk you through everything you need to know about submitting a press release, from crafting the perfect message to finding the right distribution channels.

What Are the 7 Steps to Writing a Press Release?

1. Headline: Write a strong, clear headline that grabs attention and summarizes your announcement.
2. Subheadline: Add a supporting subheadline to provide more context to your headline.
3. Dateline and Lead Paragraph: Start your press release with the location, date, and a brief overview of the announcement. The lead paragraph should answer the key questions: Who? What? Where? When? Why?
4. Body: Provide more detailed information, including quotes, statistics, and background details. This section should follow the inverted pyramid style, where the most important details come first.
5. Boilerplate: Include a brief “about” section that describes your company or organization. This is known as the boilerplate.
6. Contact Information: Provide your contact details (name, phone number, email) so media outlets can follow up for more information.
7. Call to Action (CTA): End with a clear call to action, such as inviting the reader to visit your website, attend an event, or contact you for an interview.

Why Submitting a Press Release is Important and How to Submit a Press Release

A press release is your way of communicating with journalists, editors, and news outlets. It’s a formal announcement that helps you convey your message directly to the media, giving you an opportunity to gain coverage. But submitting a press release isn’t as simple as hitting “send.” You need to know where, when, and how to submit it to get the best results. Let’s break it down step by step.

Step 1: Crafting Your Press Release

Before you even think about submitting a press release, make sure it’s well-written, professional, and newsworthy. Your press release should follow a specific format, including a headline, subheadline, and the main body.

• Headline: A clear and compelling headline will grab the reader’s attention immediately. Keep it concise but informative.
• Subheadline: This should provide additional context to your headline and further entice the reader.
• Main Body: The body of your press release should include all the essential details, presented in the inverted pyramid style (most important information at the top). This includes the who, what, when, where, and why of your announcement.

Ensure that your press release is free from any errors and provides valuable information to the audience. Avoid fluff or jargon that may confuse readers. Once you’re satisfied with your press release, it’s time to move on to the submission process.

Step 2: Research the Right Distribution Channels

The success of a press release depends largely on where you submit it. There are several ways to distribute your press release, each with its pros and cons.

1. Press Release Distribution Services

Many online services can help you distribute your press release to a wide audience. Some of the most popular services include:

• IMCWire: One of the leading press release distribution networks, IMCWire reaches a large number of journalists and media outlets. It’s a paid service but is highly effective for national or international coverage.

Each of these services has its own submission guidelines, fees, and reach, so it’s essential to do some research to determine which one is right for you.

2. Targeted Media Outlets

If you have a niche audience or are targeting specific industries, direct submissions to relevant media outlets may be more effective than using a distribution service. Compile a list of reporters or editors who cover your industry and reach out to them directly.

Some tips for direct submissions:

• Personalize your pitch by addressing the editor or journalist by name.
• Keep your email short and to the point, emphasizing why your press release is newsworthy to their audience.
• Attach the press release as a PDF or Word document and include a link to an online version, if available.

3. Social Media and Blogs

Don’t overlook the power of social media and influential blogs when submitting a press release. Many businesses gain significant traction by sharing their press release on LinkedIn, Twitter, Facebook, and other social networks.

Bloggers and influencers in your industry can also be a valuable resource. By sharing your press release with them, you can reach a broader and more engaged audience.

Step 3: Tailoring Your Submission Strategy

There’s no one-size-fits-all approach to submitting a press release. Depending on your goals and audience, you might need to adjust your strategy.

Timing

The timing of your press release submission can be crucial to its success. Avoid submitting during holidays or weekends, as most media outlets are less active during these times. The best time to submit a press release is between Tuesday and Thursday, early in the morning, when journalists are actively seeking new stories.

Geo-Targeting

If your press release is for a local or regional audience, it’s important to target media outlets that operate in those areas. Many distribution services allow you to geo-target your submission to specific regions, ensuring your press release reaches the right audience.

Step 4: How to Format Your Submission

Whether you’re submitting directly to a journalist or using a distribution service, formatting matters. Here are some key tips to keep in mind:

• Subject Line: When sending via email, your subject line should be similar to your press release headline. Keep it attention-grabbing but informative.
• Include a Press Release Date: Ensure your press release includes a “for immediate release” tag or specify the embargo date.
• Contact Information: Always include your full contact details at the end of the press release, including your phone number, email, and any social media handles.
• Call-to-Action (CTA): Don’t forget to include a clear CTA, whether it’s visiting your website, registering for an event, or contacting you for further information.

Step 5: Submitting to Online News Outlets

Many websites and news portals accept press releases directly. Some of the best platforms for online submissions include:

• Google News: Although there’s no direct submission process for Google News, your press release can appear there if you submit it to Google-indexed news websites.
• Yahoo! News: If your press release is newsworthy, submitting it to Yahoo! News can help increase your reach.
• Medium and LinkedIn: You can self-publish your press release on platforms like Medium or LinkedIn Pulse, where it could potentially gain widespread attention from industry leaders.

Step 6: Following Up After Submission

Submitting your press release is only half the battle. To maximize its impact, you should follow up with journalists or distribution services. Here are some tips for effective follow-up:

• Be polite but persistent: Wait a few days after submitting your press release before following up. A quick, polite email inquiring if they received your press release can remind them to take a look.
• Offer additional information: In your follow-up, offer more information, such as interview opportunities, images, or data to support the story.
• Don’t overdo it: Journalists are busy, and bombarding them with follow-up emails can backfire. A single follow-up email is enough.

Step 7: Tracking the Results

Once you’ve submitted your press release, it’s important to track its performance. Most distribution services provide analytics to measure reach, views, and engagement. For direct submissions, you can use tools like Google Analytics or track your press release’s coverage through media monitoring services such as Cision or Meltwater.

Common Mistakes to Avoid

Submitting a press release can seem straightforward, but there are common mistakes you should avoid to ensure maximum success:

1. Poorly written content: If your press release is riddled with errors or lacks clarity, journalists won’t take it seriously.
2. No target audience: Sending your press release to random outlets or irrelevant journalists is unlikely to get results. Always target the right audience.
3. Lack of newsworthiness: Make sure your press release contains a genuine news story. If it’s too promotional or lacks substance, it won’t get picked up.

How Do I Submit a Press Release Online?

Submitting a press release online can be done through several distribution platforms. Here’s a quick guide:

1. Choose a Platform: Select an online press release distribution service such as IMCWire.
2. Create an Account: Register on the platform and choose a distribution package that suits your needs (free or paid).
3. Upload Your Press Release: Follow the platform’s instructions to upload your press release, ensuring it meets their formatting guidelines.
4. Target Your Audience: Many platforms allow you to select target industries, locations, or media outlets, so make sure to customize your distribution for maximum impact.
5. Submit and Track Results: After submission, you can monitor the results using the analytics or reporting tools provided by the platform.

Can I Submit a Press Release for Free?

Yes, you can submit a press release for free, but the reach and effectiveness may vary depending on the platform you use. Many websites and services allow for free press release submissions, but they typically have limited distribution compared to paid services. Some popular free options include:

• PRLog: A free platform that allows businesses and individuals to submit press releases.
• 24-7 Press Release: Offers a free tier for limited submissions, with additional paid options for enhanced distribution.
• Online PR Media: Another platform that offers free and paid press release submission options.

Keep in mind that while free press release submission services are available, they may not provide the same level of reach or media coverage as paid services like IMCWire.

How Do I Email a Press Release to Journalists?

When emailing a press release to journalists, follow these best practices to improve your chances of getting noticed:

1. Subject Line: Your subject line should be the same or similar to your press release headline. Keep it concise and attention-grabbing, but avoid clickbait.
2. Email Body: Write a short and professional email introduction. You can paste the full press release in the email body or attach it as a PDF or Word document. Including both options can be helpful for journalists.
3. Personalization: Address the journalist by name and briefly mention why your press release is relevant to their audience.
4. Follow-Up: After a few days, send a polite follow-up email to check if they received your press release and ask if they need any additional information.

How Do I Pitch a Press Release to Media?

Pitching a press release to media involves tailoring your message and building relationships with journalists or editors. Here’s how to do it effectively:

1. Research Relevant Outlets: Identify journalists or publications that cover topics related to your press release. Make sure your story aligns with their audience.
2. Personalized Pitch: Customize your pitch by addressing the journalist by name and explaining why your press release is relevant to their readers.
3. Short and Engaging Pitch: Keep your pitch concise and focus on why the story is newsworthy. Provide a link to your press release, but also include key details in the email body.
4. Follow-Up: If you don’t hear back after a few days, send a friendly follow-up email. Offer additional details, such as interviews or supplementary materials (e.g., images or data).

Conclusion

Learning how to submit a press release effectively can be a game-changer for your business. By following this guide, you’ll ensure that your press release reaches the right people at the right time, increasing your chances of media coverage and audience engagement.

Start by crafting a compelling press release, choosing the best distribution method, and tailoring your strategy to fit your goals. With proper follow-up and performance tracking, you’ll be well on your way to press release success.