A press release is a powerful tool for sharing news, announcements, or updates with the media. Knowing how to send a press release effectively can significantly boost your chances of getting media coverage, enhancing brand visibility, and reaching a broader audience.
In this guide, we’ll break down the process of sending a press release step by step, from preparation to follow-up.
How to Send a Press Release – Overview
A press release is a formal announcement aimed at generating media coverage. It typically includes key information about an event, product launch, or company milestone and is designed to capture the attention of journalists. The structure of a press release includes several essential elements:
- Headline: A concise and attention-grabbing statement.
- Lead: The opening paragraph, summarizing the main points.
- Body: The detailed information, explaining the who, what, when, where, and why.
- Boilerplate: A brief company background that offers context about the organization.
Understanding these elements helps in crafting a press release that is both informative and appealing to media outlets.
Preparing to Send a Press Release
Before sending a press release, preparation is key. It’s essential to understand your audience and find the right media outlets to target.
Identify Your Audience and Media Outlets
The first step is to identify who your target audience is and what media outlets they engage with. By defining your audience, you can narrow down the media outlets and journalists that are most likely to find your story relevant.
Research potential media outlets by looking at the types of stories they typically cover and the journalists who focus on topics similar to yours.
Tools like media databases and social media can be useful for identifying journalists and building a targeted media list. Targeting the right journalists increases the chances of your press release getting picked up.
Choose the Right Time to Send
Timing plays a crucial role in whether your press release gains traction or goes unnoticed. Consider factors like the time of day, day of the week, and broader news cycles.
Generally, mid-morning on Tuesdays, Wednesdays, and Thursdays is ideal for sending press releases, as journalists are less likely to be inundated with news during these times.
Avoid Mondays, as journalists are catching up from the weekend, and Fridays, when they’re preparing for the weekend. Sending at an optimal time increases the likelihood that your press release will be read.
Crafting Your Press Release
Your press release must be compelling and well-written to stand out. This involves creating an engaging subject line and personalizing your message to the recipient.
Write a Compelling Subject Line
The subject line is the first impression you make on a journalist, so it should be eye-catching and relevant. A good subject line should be concise, informative, and specific. Avoid vague phrases like “Exciting News” and instead provide a clear idea of the story’s content.
If you’re announcing a product launch, include the product name and its main benefit in the subject line. A strong subject line can significantly improve the open rates for your press release emails.
Personalize Your Message
Personalization shows journalists that you’ve done your research and that you’re not just mass-emailing a generic message. Address the journalist by name, and refer to a recent article they wrote if relevant.
A tailored approach is more likely to capture a journalist’s interest and prompt them to engage with your press release. However, avoid excessive personalization, which can come off as forced or insincere.
Sending a Press Release by Email
When it’s time to send your press release, email is the most common method. Knowing how to format your email properly and include supporting materials can make a big difference in your press release’s success.
Format and Attach Your Press Release
Most journalists prefer to receive press releases directly in the email body, as it’s easier to read without needing to open an attachment. However, some prefer an attached document or PDF for easy saving and sharing.
If you’re unsure, it’s generally safest to paste the press release into the email body and provide a PDF attachment. Be sure to keep your formatting simple and clean, with clear headings and sections.
Include Supporting Materials
Including high-quality images, videos, or links to additional resources can make your press release more attractive and informative. Ensure that any attachments or links are easy to access and relevant to the story.
For example, if your press release is about a product launch, include high-resolution images of the product and a link to the product page. Supporting materials enhance the journalist’s experience and increase the likelihood that they’ll cover your story.
Following Up After Sending
After sending your press release, it’s important to follow up appropriately. A timely follow-up can remind journalists of your story and prompt them to consider it for publication.
When and How to Follow Up
It’s best to wait 24-48 hours before following up on a press release. A polite, concise email is usually the best approach. Avoid being pushy, as journalists often receive hundreds of press releases and follow-up emails daily.
Your follow-up email should briefly mention the press release, express your availability for questions, and offer additional information if needed. A respectful follow-up can help keep your press release on a journalist’s radar.
Handling Responses and Media Inquiries
If a journalist responds with questions or requests for more information, be prompt and professional in your reply. This may involve providing additional details, images, or arranging an interview. Preparing for media inquiries in advance can help you respond quickly and efficiently.
Have supplementary materials ready and be available for phone calls or interviews. Quick and thorough responses can increase the chances of your press release being featured.
Common Mistakes to Avoid
To maximize the success of your press release, avoid common pitfalls like overloading information or disregarding journalists’ preferences.
Avoid Overloading with Information
While it’s important to include essential details, an overly long press release can be off-putting. Focus on the main points and keep your content concise and relevant to the story. Journalists appreciate brevity, so limit the length of your press release to one or two pages.
If additional information is necessary, include it in a separate document or link rather than overcrowding the main press release.
Don’t Ignore Journalists’ Preferences
Some journalists prefer email, while others might be more responsive to a phone call. Research the preferred communication method of your target journalists and respect their preferences. Disregarding these preferences can lead to your press release being ignored.
Personalizing your approach not only helps build relationships but also shows respect for the journalist’s time and work style.
Conclusion
Sending a press release effectively requires planning, careful targeting, and attention to detail. By following these steps—understanding your audience, crafting a compelling press release, and following up professionally—you can increase your chances of gaining valuable media coverage.
Whether you’re a seasoned PR professional or new to press releases, taking the time to prepare and personalize can make a significant difference.