The Ultimate Guide on How to Submit a Press Release

Press releases are essential tools for communicating news, updates, and announcements to a broader audience. Whether you are a business, organization, or individual, submitting a press release can boost your visibility and generate media attention. But what’s the right way to submit one? In this guide, we will walk you through the process of How to submit a Press Release effectively to ensure your message reaches the right people and achieves the impact you desire.

What Is a Press Release?

A press release is a formal, official statement issued to the media to announce something significant, such as a product launch, event, company update, or other newsworthy items. It follows a specific format and aims to grab the attention of journalists, bloggers, or influencers who can share your news with their audience.

Press releases can be submitted to various media outlets, online distribution platforms, or directly to journalists, depending on your target audience and goals. Learning how to submit a press release correctly is key to achieving optimal results.

Why Press Releases Matter

Before diving into the submission process, it’s essential to understand why press releases still hold value in today’s digital age. Here are a few reasons why press releases are important:

1. Boost Brand Visibility: A well-written press release can put your brand in the spotlight and make you more visible to potential customers or clients.
2. Build Credibility: Issuing press releases helps establish your business as an authority in your industry.
3. Drive Website Traffic: Press releases that get picked up by major media outlets can significantly increase website traffic.
4. SEO Benefits: Press releases can include backlinks to your website, improving your site’s search engine ranking.
5. Cost-effective Marketing: Compared to traditional advertising, press releases are a budget-friendly way to spread the word about your business.

What Are the 7 Steps to Writing a Press Release?

Writing a press release follows a structured format. Here are the seven key steps:

1. Headline: Create a compelling and clear headline that summarizes the main point of your press release.
2. Lead Paragraph: Start with the “who, what, where, when, and why” to provide a concise overview of the announcement.
3. Body: Provide more detailed information about your announcement, including any relevant background, stats, or data.
4. Quote: Add a quote from a key person involved in the news, such as a company executive, to provide credibility and context.
5. Call to Action (CTA): Include what the reader should do next. This could be visiting a website, registering for an event, or contacting for more information.
6. Contact Information: Ensure you provide accurate contact details, including a name, email address, and phone number, so journalists can follow up.
7. Boilerplate: End with a brief company or organization bio (boilerplate) that gives background information about the entity issuing the press release.

How to Write an Effective Press Release

Before you can submit a press release, you need to have a well-crafted one. Here are some tips on how to write an effective press release that captures attention:

1. Craft a Strong Headline

The headline is the first thing that journalists and readers will see, so it needs to be attention-grabbing and informative. It should convey the main message of the press release in a few words.

2. Start with a Compelling Lead

The opening paragraph should summarize the press release’s key points. Think of it as your elevator pitch—why is this news important? This section should answer the “who, what, where, when, and why” questions as concisely as possible.

3. Keep it Clear and Concise

Journalists are busy and don’t have time to sift through lengthy documents. Keep your press release clear, concise, and to the point. Aim for about 400-600 words.

4. Include Quotes

Adding quotes from key stakeholders, such as company executives or project leaders, makes your press release more personal and engaging. Quotes also help emphasize the importance of your news.

5. Add Relevant Links and Contact Information

Make sure to include relevant links, such as your company’s website or event registration page, as well as accurate contact information for journalists to reach out if they want more details.

6. Use Multimedia

In today’s digital age, multimedia elements like images, videos, or infographics can enhance your press release. These elements make your content more shareable and visually appealing.

How Do I Submit a Press Release Online?

Submitting a press release online is typically done through press release distribution platforms. Here’s how to do it:

1. Choose a Platform: Select a reputable platform like, IMCWire, or free alternatives like IMCWire. Many platforms have different pricing tiers depending on the level of distribution and added features.
2. Create an Account: Most online platforms require you to create an account before submitting your press release. Fill in the necessary details, including your company or organization’s name.
3. Upload or Paste Your Press Release: Some platforms allow you to upload a document, while others require you to paste the content directly into their system. Be sure to format it according to the platform’s requirements.
4. Add Media or Links: Many online services allow you to enhance your press release with multimedia (images, videos, etc.) and hyperlinks to your website or social media pages.
5. Select Your Distribution Options: Depending on the platform, you may be able to choose specific industries, geographic locations, or media outlets to target.
6. Submit for Approval: After submitting, the platform typically reviews the press release to ensure it meets editorial guidelines before distributing it to their network.

Where to Submit a Press Release

Now that your press release is ready, it’s time to submit it. There are several avenues available for press release distribution, each offering its own set of benefits. Here are some popular options:

1. Submit to Newswire Services

Newswire services are platforms specifically designed for press release distribution. They offer broad media coverage by distributing your press release to various news outlets, websites, and journalists.

2. Use Online Press Release Distribution Platforms

There are many online platforms where you can submit your press release. These platforms offer both free and paid options, and they cater to different industries. Some popular ones include IMCWire.

3. Submit Directly to Journalists

For more targeted outreach, consider submitting your press release directly to relevant journalists. Research journalists who cover your industry and send them a personalized email with your press release attached. When reaching out to journalists:

• Be respectful of their time by keeping your email short.
• Include a personalized introduction that explains why your news is relevant to their audience.
• Attach your press release or provide a link to it in the body of your email.

Tips for Successful Press Release Submission

Even with a well-written press release and a solid submission strategy, there are a few additional tips that can increase your chances of success:

1. Follow Up, But Don’t Spam

If you don’t hear back from a journalist after a few days, it’s okay to send a polite follow-up email. However, avoid bombarding them with multiple messages, as this can be seen as spamming.

2. Time Your Submission

Timing can play a critical role in whether your press release gets picked up. Ideally, submit your press release early in the week, as journalists are more likely to be looking for stories at that time. Avoid submitting on Fridays or right before a major holiday.

3. Consider Local Media

Local newspapers, radio stations, and TV stations are often more receptive to press releases, especially if your news is locally relevant. Don’t overlook these outlets, as they can provide valuable coverage.

4. Use Social Media

After submitting your press release, promote it on your social media channels. Sharing your press release with your followers can help it gain traction, and you might even catch the attention of influencers or media outlets that are active on social media.

5. Track Results

Finally, it’s essential to track the performance of your press release. Many newswire services provide analytics, such as how many times your press release was viewed or clicked. Use this data to evaluate the success of your submission and refine your approach for future press releases.

Common Mistakes to Avoid When Submitting a Press Release

While submitting a press release might seem straightforward, there are some common mistakes to avoid if you want your release to succeed:

1. Overly Promotional Tone

Remember, a press release is meant to share news, not to sell a product. Avoid using overly promotional language, as it can turn off journalists and readers.

2. Sending to the Wrong Journalists

Submitting your press release to journalists who don’t cover your industry or area of expertise is a waste of time. Always research and send your release to the most relevant contacts.

3. Failing to Proofread

Spelling mistakes, typos, and grammatical errors can damage your credibility. Always proofread your press release or have someone else review it before submission.

4. Ignoring SEO

Optimizing your press release for search engines can increase its chances of being discovered online. Use relevant keywords, but make sure to incorporate them naturally into the content.

Can I Submit a Press Release for Free?

Yes, you can submit a press release for free, though the reach may be more limited compared to paid services. There are several online platforms that allow you to distribute press releases without a fee, such as IMCWire.

While this platforms allow you to submit your press release without cost, the distribution is usually not as broad as paid services, and the press release might not get picked up by high-traffic websites or media outlets. Some free services may also lack advanced analytics to track performance.

If you’re working with a limited budget, submitting a press release through free platforms can still be an effective way to reach niche or local audiences. However, for more significant announcements, a paid service might be a better option to ensure greater visibility.

How Do I Get a Press Release Sent?

Getting a press release sent involves multiple steps, depending on the method you choose to distribute it. Here’s a brief overview:

1. Direct Submission to Journalists: You can email your press release directly to journalists who cover your industry or topic of interest. Craft a compelling pitch and attach the press release or include it in the body of the email.
2. Press Release Distribution Services: There are many platforms, like IMCWire, where you can submit your press release, and they will distribute it to various media outlets, journalists, and industry-specific platforms.
3. Online Press Release Websites: Submit your press release to free or paid online platforms like IMCWire.

How Do I Email a Press Release to Journalists?

When emailing a press release to journalists, personalization and professionalism are key. Here’s a guide:

1. Subject Line: Keep it short and attention-grabbing. Journalists receive many emails, so your subject line should be enticing and to the point.
2. Introduction: Write a brief and personalized introduction. Mention why your press release is relevant to the journalist’s beat or audience.
3. Body of the Email: Include the press release in the body of the email or as a PDF attachment. Make sure the format is easy to read.
4. Contact Details: Provide your contact information in the email so the journalist can reach you for additional questions or interviews.
5. Follow-Up: If you don’t hear back within a week, it’s okay to send a polite follow-up email. However, avoid being too pushy, as it can hurt your chances of getting coverage.

How Do I Pitch a Press Release to Media?

Pitching a press release to the media requires a strategic approach. Here’s how to do it effectively:

1. Research the Right Journalists: Identify journalists who cover your industry, niche, or the topic of your press release. Sending your release to the right person significantly increases your chances of coverage.
2. Craft a Personal Pitch: Write a personalized email that explains why your news is relevant to the journalist’s audience. Be concise but highlight the key points that make your press release newsworthy.
3. Use a Strong Subject Line: The subject line is critical to capturing the journalist’s attention. It should be engaging but clear, providing a snapshot of the press release’s content.
4. Follow Up: After your initial pitch, give the journalist time to review. If you don’t hear back in a week or so, follow up with a short, polite email to see if they are interested.
5. Provide Additional Materials: If the journalist requests more information, be ready with extra materials like images, links, or a press kit to support your story.

Conclusion

Learning how to submit a press release effectively is essential for anyone looking to share their news with a broader audience. By following the steps outlined in this guide, you can maximize your chances of getting your press release noticed by the media and generating the buzz you’re aiming for. Whether you choose to submit through a newswire service, an online distribution platform, or directly to journalists, the key is to ensure your press release is well-written, relevant, and distributed to the right outlets.

Press releases are an invaluable tool for businesses and individuals looking to raise awareness and establish credibility, and with the right strategy, you can make sure your next press release hits the mark.