How to Distribute a Press Release

Distributing a press release at the right time to the right individuals is key to publicity. Detail and preparation will help you execute this important public relations activity.

Difficulty:

Moderately Easy

Instructions

1. Ensure your drafted press release allows readers to quickly see the name of your company and contact person and the title of the release. If this information blends with the content, make the type larger and bolder for these sections. Consider placing the title in all caps, and make the company or organization's logo prominent.

2. Create a current media list or make the appropriate calls to verify the accuracy of your media list. Tailor your list to include those outlets who are most likely to be interested in the release. Classify the news item as local, regional or national to help narrow your list.

3. Decide if you'll fax, mail or e-mail your release. Most releases are faxed, although some media contacts will request releases to be e-mailed. If faxing, test the piece to know that it is readible and will still be legible after being faxed. If e-mailing, consider sending a .pdf file rather than a word processing document that can be altered by others.

4. Plan the timing of your release. Ideal times are early in the day or on a slow news day. You won't always know when the news is slow, but if there is a natural disaster, major national news or a local story that has broken, refrain from sending the release that day. Mid-week is usually the best time to send a release.

5. Send your release to the targeted group by fax, mail or e-mail.

6. Be prepared to answer media questions regarding your press release.

7. Follow-up with some media outlets if your release announced an event and you need to know which members of the media will attend.