How to Submit a Press Release in 6 Steps

A press release is one of the most effective ways to get media coverage for your brand. With a press release, you can target your audience and give your brand the exposure and visibility it needs across both the digital and print media landscape.

This is why you must write a brilliant press release and then submit it for distribution. While you can hire a press release distribution service to do this for you, it's also a process you can manage yourself.

Here is how to effectively submit a press release in six steps.

6 Steps to a Successful Press Release Submission

1. Create a Targeted Media List

   Who do you want to send the press release to? This is the most important question to answer. There are many options to choose from, such as:

   • Newspapers
   • Radio outlets
   • Social media influencers
   • Blogs
   • Magazines
   • Other digital or print media outlets

   Whichever media you choose, they must be able to effectively target your desired audience. For each potential outlet, research their specific audience and demographics before you add them to your list.

2. Follow Relevant Submission Guidelines

   Most outlets will have specific guidelines that you need to follow for submission. If there are no guidelines available on their website, find their contact information to email them or give them a call and ask how best you can submit your release.

   Once they have provided you with their guidelines, read them thoroughly and make sure that you fulfil them. Many media outlets have very specific requirements, for example detailing file formats and word length, so you may need to adapt your press release for different outlets.

3. Send a Professional Submission Email

   If you are managing the distribution yourself, you need to send a professional email with your press release. First, greet the person you are addressing by name and then introduce yourself and the organization you are representing.

   Explain that you are submitting a press release for their consideration and provide a tentative release date. Most importantly, you need to give them a convincing reason to publish your story. Always appeal to the outlet by emphasizing how their target audience will benefit from the information in your release.

   Finally, provide your contact information so they know where to reach you. Then, attach the press release and send it.

4. Follow-Up with the Outlets

   Once you have submitted your press release, don’t just sit and wait. Wait for at least three days, and if you haven't heard back, send a follow-up email or make a polite courtesy call. Let the contact know you have sent them a press release and make sure they know you are available to answer any questions they may have.

5. Work on Promotion

   Once your story is released, it is time to market your press release. Don’t just rely on the outlet's reach; do your own promotion so people are compelled to search for your brand themselves.

   Share a sneak peek of your press release on your own website with a link to the full story on the media outlet. You should also share it across your own social media accounts, such as Instagram, Facebook, Twitter, and LinkedIn. This will provide a boost of visibility and help you attract a wider audience.

6. Always Track Your Performance

   There is always room for improvement. Make sure you have the right metrics to track the performance of your press release. Doing so will give you valuable insights into whether it is meeting your objectives, reaching your target audience, and how you can improve next time.

   Key metrics to track include:

   • Where your releases were published
   • The size of the audience in that publication
   • Engagement metrics such as clicks and impressions
   • The location, demographics, and interests of the readers

   Businesses in the 21st century depend on data, and having this is crucial to know what you got wrong or right. This way you can implement better strategies in the future.

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Conclusion

Submitting a press release is a straightforward process that, when done correctly, can bring a real boost to your brand’s profile. While using a professional distribution service can make the process easier, it is a skill that can be managed effectively yourself. By creating a targeted media list, following guidelines, communicating professionally, and tracking your results, you can successfully share your story and increase your visibility.