Author: Kelly Goh

Getting your news out there is compulsory if you want people to know your brand exists. 

Whether you are launching a product, announcing a partnership, or sharing an important company update, a press release is still one of the most reliable ways to communicate that information in a format the media and search engines understand.

But a press release that is not prepared properly or not distributed through the right channels will not bring much value. 

It might get published somewhere, but it will not reach your target audience. And this is where most people get it wrong.

They treat distribution as a single step. Upload the file, click publish, and hope something happens.

In reality, getting real results from a press release is a process as follows:

That process starts before you ever hit “publish.”

So before we talk about where to send your press release, let’s start with the first and most important step:

Prepare Your Press Release Before You Distribute It

Before you think about distribution, you need to make sure your press release itself is ready.

A good press release should answer the basic questions right away: 

• Who is involved
• What happened
• When it happened
• Where it happened
• Why it matters
• How it happened

If a reader cannot quickly find these answers, they will move on.

#1 Use a Standard Press Release Format

Press releases follow a standard format because journalists and editors rely on it to quickly understand the story. 

When your release follows this structure, you make their job easier, and that increases the chance your news will be read or picked up.

A typical press release includes:

• Headline: A clear title that explains what the announcement is about.
• Summary: One or two lines that give a quick overview of the news.
• Dateline: The city and date, written as [City, State], [Month Day, Year].
• Body: The main content. Start with the most important facts, then add details, context, and quotes.
• Boilerplate: A short paragraph about your company.
• Contact Information: Who the media should contact for more details.

#2 Add Images and Visuals When They Support the Story

Text explains the details, but visuals help people remember and understand your news faster. A relevant image or simple graphic can make your press release more attractive and more likely to be shared.

Visuals work best when they:

• Show the product, event, or people involved in the announcement
• Explain numbers or results in a simple way
• Reinforce your brand, such as with a logo

That said, visuals should only be used when they add value. A random image that has nothing to do with the story can make your press release look less professional. 

Make sure any images you include are clear, high quality, and properly sized for online use.

#3 Make Your Press Release Easy to Read and Easy to Scan

Most journalists and readers will scan your press release before they decide to read it properly. This means your structure and writing style matter a lot.

Start with a strong opening paragraph that clearly explains what happened and why it matters. 

After that, organize the rest of the content from most important to least important. Use short paragraphs and simple sentences so the text does not feel heavy or tiring to read.

If your press release is longer, you can use subheadings to guide the reader through the main points. You can also highlight key information, but only when it is truly important. 

The goal is to help the reader understand the story quickly, not to decorate the page.

Avoid jargon and complicated language. A good rule of thumb is this: someone outside your industry should still be able to understand what you are announcing and why it matters.

#4 Send Your Press Release at the Right Time

Timing has a real impact on how many people see your news. Even a well-written press release can be ignored if it is sent at the wrong moment.

In most cases, weekdays during business hours work better than weekends or late nights, because that is when journalists and editors are actually working. 

But the best time also depends on your audience, your industry, and the type of announcement you are making.

For example, a product launch, a financial update, and an event announcement may all perform better at different times. 

The important thing is to think about timing as part of your strategy, not as an afterthought.

Once your press release is ready, the next step is deciding where to send it.

Choose the Right Channels to Distribute Your Press Release

Distribution is not about sending your news everywhere. It is about sending it to the right places.

#1 Send Your Press Release to the Right Media and Journalists

Start by looking for publications and journalists who already cover topics related to your business. 

If they have written about similar companies or similar announcements before, there is a much higher chance they will be interested in your story too.

This usually means building a list of:

• Industry websites and magazines
• Business or regional news sites
• Journalists who regularly cover your type of news

When possible, personalize your outreach. A short message explaining why your news is relevant to that specific person often works better than a generic email sent to hundreds of contacts.

Also, pay attention to submission guidelines. 

<image of submission guidelines if you can find one>

Many publications clearly explain how they want to receive press releases. Following these rules will not guarantee coverage, but ignoring them almost always hurts your chances.

#2 Use Your Own Email List When It Makes Sense

If you already have an email list of customers, partners, or subscribers, this can be a useful distribution channel. 

These are people who already know your brand, so they are more likely to care about your updates.

Email works best when your list is:

Instead of just sending the raw press release, you can add a short introduction explaining why this update matters. This makes the message feel more personal and more useful.

#3 Use a Press Release Distribution Service

Many brands use press release distribution services because they save time and extend reach. 

A good service can place your news across many relevant outlets and handle the technical side of publishing for you.

This is where a service like EdgeNewswire is often used. 

The idea is not just to publish your press release on one site, but to distribute it across a network of media outlets where journalists, investors, customers, and search engines can actually find it.

However, not all services offer the same quality, which is why choosing the right one matters.

How to Avoid Low-Quality Press Release Distribution Services

Choosing the wrong distribution service can waste your budget and your effort. There are a few clear warning signs you should watch out for:

#1 Limited or Low-Quality Reach

Some low-cost or “free” services only publish your press release on their own small network of low-traffic sites. 

These sites are rarely read by journalists or real customers, which means your news technically gets published but does not actually get seen.

A reliable service should be transparent about where your press release can appear and what kind of outlets are included in their network.

#2 No Targeting Options

Good distribution is not about blasting your news everywhere. It is about reaching the right audience.

If a service cannot help you target by industry, location, or type of publication, your press release will likely be shown to many people who are not interested in your news. 

That usually leads to low engagement and poor results.

#3 Weak Customer Support

Press release distribution is not always a one-click process. You may have questions, need changes, or run into issues.

A good provider should offer:

• Clear and responsive support
• Real people you can talk to
• Guidance when something is unclear

Checking reviews is often the easiest way to see how a company treats its customers.

For instance, a client’s review posted on EdgeNewswire website:

#4 Spam or Questionable Practices

Your press release should build your reputation, not risk it. Be careful of services that are vague about how they distribute content or that use spam-like methods.

A trustworthy service should have clear editorial guidelines and explain how your news is handled and published.

Avoiding low-quality distribution services puts you in a much better position. It means your press release has a real chance to appear on credible sites and reach the right audience.

But, even with a good distribution partner, your press release should not be treated as a “set it and forget it” asset. 

The brands that get the most value out of their announcements are the ones that continue to promote them after they go live.

How to Promote Your Press Release After It Goes Live

Promotion helps your news reach more people, get more visibility, and increase the chances of being picked up by media and search engines.

#1 Share Your Press Release on Social Media

Social media gives you a direct way to reach your audience. You should share your press release on your company’s profiles, but adjust the message for each platform.

For example:

• LinkedIn usually works better with a more professional tone
• X works better with short and direct messages
• Facebook can be more conversational

But, do not just post and leave. Reply to comments, thank people who share it, and keep the conversation going. This helps your post stay visible for longer.

#2 Use Paid Promotion When It Is Worth It

Organic reach is useful, but paid promotion can extend your reach much further, especially for important announcements.

Platforms like LinkedIn, Facebook, and X allow you to target specific audiences based on things like job roles, industries, and locations. 

Example of audience targeting in Facebook Ads Manager:

This can be very effective for B2B announcements, product launches, or major company updates.

#3 Publish It on Your Own Website and Blog

Your website is one of your most valuable channels. You should always add your press release to a News or Press section so visitors and journalists can find your latest updates.

You can also turn the announcement into a blog post that explains the story in more detail. 

This gives you more space to add context, answer common questions, and improve long-term visibility through search.

Once you’re done promoting your press release, the next step is to look at how it actually performed. This is how you know what worked and what didn’t.

How to Measure Press Release Performance

If you do not measure results, you cannot improve your process.

#1 Check Media Pickups

Start by searching for your company name or your press release headline. Look at which sites published your news and which ones matter most to your audience. 

A few good placements are usually more valuable than many low-quality ones.

#2 Check Website Traffic

If your press release links to your website, look at your analytics. 

See how many visitors came from those articles and what they did after they arrived. This helps you understand whether your press release is driving real interest or just views.

#3 Check Social Media Engagement

Shares, comments, and mentions show whether people are reacting to your news. This is often a good signal of whether your message connects with your audience.

#4 Compare With Your Previous Press Releases

Do not look at each press release in isolation. 

Compare the results with your past announcements. Over time, you will start to see patterns, such as which types of news perform better or which channels bring better results.

Measuring performance shows you what worked and what did not. But many of these results are also shaped by where and how your press release is distributed. 

That is why the choice of distribution partner matters.

Why the Right Distribution Partner Matters

A press release is only as effective as its distribution.

You can write a clear and useful announcement, but if it does not reach the right audience, it will not create much impact. 

This is why many brands work with a distribution partner that focuses on reach, relevance, and support.

At EdgeNewswire, the goal is to help brands get their news in front of the right audience across a wide media network, while still keeping the process practical and supported by real people.

Final Takeaway

It is not just about what you say. It is about who hears it.

If you want your press releases to bring real results, focus on preparation, smart distribution, and consistent promotion. 

When you do that, press releases stop being just announcements and start becoming a real part of your marketing strategy. If you want help getting more out of your press releases, reach out to our team. We’re happy to walk you through the right distribution and promotion approach for your goals. Contact us today!

Frequently Asked Questions (FAQs)

Q: What should I include in a press release before distributing it?

A: Cover the basics (who, what, when, where, why), follow a standard format, and keep it clear, scannable, and supported by specific details.

Q: What is the best time to send a press release?

A: Weekdays during business hours work best, but timing should match your audience, industry, and type of announcement.

Q: How do I choose between sending directly to journalists versus using a distribution service?

A: Use direct outreach for targeted stories and distribution services for broader reach. Many brands use both.

Q: How can I tell if a press release distribution service is low quality?

A: Look for unclear reach, no targeting, weak support, or spammy practices. Good services are transparent and reliable.

Q: How do I know if my press release actually worked?

A: Track media coverage, website traffic, social engagement, and inquiries, and compare results over time.

After writing a press release, most businesses get stuck on one question: how do you actually get it in front of the right people? 

Many try emailing a few journalists and hope for the best. Sometimes it works, but most of the time it gets buried in crowded inboxes.

Sending a press release isn’t about blasting it everywhere. It’s about getting three fundamentals right:

Does This News Deserve a Press Release?

Before talking about where to send your press release, it’s worth pausing for a moment and asking a simple question. Is this actually news?

Press releases work best when something meaningful has happened. For instance:

• New product or service launch
• Funding round
• Partnership or collaboration
• New market
• Major hire
• Company milestone

These are things that make sense in a news format because they change something about your business or your market.

What usually doesn’t work is treating a press release like an ad. Small updates, routine promotions, or “we’re great” announcements rarely give editors or readers a reason to care. 

If the story only matters to your own team, it probably needs a different format such as social media posting.

So, once you’re confident you have something newsworthy, the next decision is how to get it out into the world.

How to Submit a Press Release?

There are only two common ways businesses get a press release out:

1. Sending It To Journalists Directly

This is the hands-on route, and it works best when your story is very specific and you already have a clear idea of who covers your industry. 

Instead of sending your news out widely, you research the right writers, look at what they’ve published before, and understand the kind of stories they usually work on. 

Then you craft a short, personal pitch that explains why your announcement fits their beat and why it might matter to their readers.

When this approach works, it can lead to highly targeted coverage from exactly the outlets you want to be on. The story is more likely to land in the hands of someone who already cares about your topic, which often means better context and better placement.

The trade-off is the workload and the uncertainty that comes with it. 

Building and maintaining media lists takes time. Same goes to writing individual pitches and following up.

And even after all that effort, the outcome still depends on whether the right person opens your email at the right moment and decides your story is worth pursuing.

2. Using A Press Release Submission Platform

This is the scalable route. Instead of spending your time chasing individual inboxes, you submit your press release once and let the platform handle the distribution for you. 

Your announcement gets placed where editors, journalists, and readers already go to look for news. Platforms like EdgeNewswire handle the delivery side while giving you visibility into where your release appears and how far it travels.

Rather than guessing who might see your story, you get a clearer picture of where it shows up and how it performs.

But…

Which One Should You Use?

Neither option is a magic switch for publicity, and both can work in the right situation. What they really change is how you balance effort, control, and reach.

Many businesses end up using both at different times. A highly targeted story might be pitched directly to a few key journalists, while bigger announcements are pushed through a distribution platform to make sure they reach as many relevant places as possible.

The right choice depends on your goals, your resources, and how far you want your story to travel this time around.

If you decide to take the hands-on route, here’s what the process looks like:

How To Pitch Journalists Directly?

Step 1: Find the right journalists

Start with people who already cover your topic. 

Don’t rely on titles like “editor” or “reporter.” Look at recent articles and see who consistently writes about your industry, your customers, or your type of announcement.

Step 2: Check fit before you pitch

Take two minutes to confirm you’re not forcing it. 

If they only write about policy and you’re pitching a product launch, it’s a mismatch. A quick scan of their last few stories usually tells you what they actually care about.

Step 3: Write a pitch that respects their time

Keep it short. Make the news obvious in the first line. The goal is not to tell the whole story. It’s to make the announcement clear enough that they want to read the release.

Step 4: Use a specific subject line

Avoid generic subject lines like “Press Release.” Put the actual news in the subject line so they can understand the point at a glance.

Step 5: Make it easy to read immediately

Paste the press release into the email body. Attachments and extra clicks are where pitches go to die. If you have images or extra materials, include a link instead of attaching large files.

Step 6: Follow up

A single polite follow-up is fine. Chasing isn’t. If there’s no response after one reminder, it’s usually better to focus on other outlets or try a different angle next time.

Direct outreach can work especially well in niche industries, but it works best when it’s treated as relationship-building, not mass outreach.

If that sounds like a lot of work, it’s because it is. That’s also why many companies choose a more scalable option: using a press release distribution platform.

How Press Release Distribution Platforms Actually Work?

Press release distribution is designed to take your announcement and place it across a network of media sites and publishing partners, without you having to manage dozens of individual pitches.

Step 1: You submit your press release and choose your reach

Upload your press release and select the distribution package that matches how wide you want your news to go.

Step 2: The platform distributes your news across its network

Once submitted, the platform sends your content out to its network of media sites, aggregators, and publishing partners. 

Your release is placed in environments where editors, journalists, and readers already go to look for information.

Step 3: Different outlets use your release in different ways

Some sites publish the release directly. 

Some journalists discover it through these systems and use it as a source for their own stories. Some ignore it. That mix is normal and part of how media distribution works.

Step 4: Your news becomes easier to find and reference

Instead of relying on one email landing in the right inbox, your announcement is now visible in places where it can be found, indexed, and referenced over time.

Step 5: You track where it appears and how far it travels

With services like Edgenewswire, you also get reporting that shows where your release appears. This gives you a clearer picture of your reach and helps you understand what’s working.

Step 6: You turn PR into a repeatable process

Rather than treating each press release like a one-off gamble, this approach makes distribution more predictable and measurable. 

Over time, you can refine your stories, your timing, and your strategy based on real results.

How To Write A Press Release Editors Will Use

No matter how you send your press release, the writing still does most of the work. A common mistake is treating a press release like a marketing copy. 

Editors and journalists are not looking for slogans. They are looking for clear, useful information.

#1 Start with the actual news

The opening paragraph should explain what happened, who was involved, when and where it happened, and why it matters. 

Many people will only read this far. If the point isn’t clear here, it probably won’t get clearer later.

#2 Write a concise headline

A good headline tells the reader what happened in plain language, without trying to be clever or dramatic. It shouldn’t tease or hide the point of the story. 

Someone should be able to read your headline and immediately understand what the announcement is about. 

If they have to click or read the first paragraph just to figure out what happened, the headline isn’t doing its job. 

The goal is simple: make the news obvious at a glance so an editor can decide, in seconds, whether it’s relevant to their audience.

#3 Use the inverted pyramid approach

Structure your press release using the inverted pyramid approach: lead with the most important facts, then follow with supporting details and background. 

Caption: Image credits to MarketersMEDIA Newswire

#4 Use quotes that add context

Quotes should help explain the decision, the impact, or the thinking behind the announcement. They give your story a human voice and help editors understand not just what happened, but why it happened. 

If a quote is only there to praise the company or repeat what the headline already says, it’s not doing much work. A good quote adds perspective, clarifies intent, or highlights what changes because of this announcement.

#5 Back it up with real details

Specific numbers, timelines, and real-world examples make your announcement more credible and more useful to someone who might want to turn it into a story. 

Details give editors something concrete to work with and help readers understand the real scope of what you’re announcing. 

Without them, a press release can feel vague or generic, which makes it easier to ignore and harder to report on.

#6 Choose a good timing to send

Even good news can get buried if it goes out on the wrong day or at the wrong time. Editors plan their coverage ahead, so sending your press release earlier in the day gives it a better chance of being seen and considered. 

It also helps to avoid days when major news is likely to dominate attention. Timing won’t save a weak story, but good timing can make a strong one much harder to miss.

How To Tell If Your Press Release Is Doing Its Job?

Press releases don’t all succeed in the same way, so it helps to look at a few signals together instead of relying on just one number.

1. Media coverage and mentions

One of the clearest signs is seeing media sites publish your announcement or use it as a source in their own stories. 

This shows your news is reaching places where journalists and editors actually work.

2. Website traffic

Another useful signal is what happens to your site after the release goes out. If you mentioned a specific page, product, or announcement, check whether visits to that page increase. 

A spike doesn’t always mean “success,” but it does show your story is driving attention.

3. Social media activity

Sometimes the response shows up in conversations instead of clicks. 

Shares, mentions, or discussions about your announcement can tell you whether the story resonates beyond just media sites.

4. Inquiries and leads

In some cases, the real impact comes a few days later in the form of emails, demo requests, or business inquiries. 

These are often the most valuable signals, even if they’re not immediate.

None of these on their own tells the full story. But when you look at them together, they give you a much clearer picture of whether your message is getting through and where it’s having an effect.

Final Takeaway

You can absolutely submit your press releases manually. But it also takes time, ongoing research, and a lot of follow-up. 

As soon as you want to publish more than the occasional announcement, the process becomes hard to maintain.

This is exactly what EdgeNewswire does. 

Submit your press release once, and we’ll distribute it  across our media network where editors, journalists, and readers already look for news, and you don’t have to rebuild the process from scratch every time you have something to announce.

Ready to get your next announcement out there? Submit your press release here and let us handle the distribution.

Frequently Asked Questions (FAQs)

Q: How do I know if my news is worth a press release?

A: If it meaningfully changes something about your business or market like a launch, funding, partnership, or milestone, it’s worth it. If it’s only internal, stick to social media.

Q: Should I send my press release directly to journalists or use a distribution platform?

A: Use both. Direct outreach works for targeted stories. Distribution platforms are better for broader reach.

Q: What’s the biggest mistake people make when writing a press release?

A: Writing it like marketing copy. Keep it factual, lead with the news, and support it with real details.

Q: How many times should I follow up after pitching a journalist?

A: Once. More than that usually hurts your chances.

Q: How do I measure whether my press releas

A: Look at coverage, traffic spikes, social activity, and incoming leads together.