Press release distribution is perhaps the important aspect for every business, organization, and individual that helps to gain more exposure from the market and helps to create an impactful presence. Due to its paramount marketing value and effectiveness in garnering attention from the media, PR is being heavily used in every other industry and sector. So, if you are not aware of how a PR can help you; this is the best time to embark on your journey.
What is Press Release Distribution?
A press release is an official newsworthy document that is sent out to journalists, newswires, and media platforms to provide information or to make an announcement. The whole act known as press release distribution helps to reach out target audience through a written approach. It is also considered one of the prime aspects of content marketing which offers maximum exposure and media coverage due to its newsworthiness. There are many professional agencies that offer press release distribution services and some people also prefer to make personal pitches to niche journalists. No matter how you like to distribute it; the key elements and purpose of the distribution remains the same in all cases.
Why Press Release Distribution is Important?
PR distribution is one of the finest and most effective ways to reach target audiences with precision and accuracy. Whether it is needed for local, regional, national, or international media coverage; a press release can fulfill all the purposes with a dynamic distribution network. However, it is important to ensure that the network includes relevant media outlets and niche platforms, or else there will be no buzz. There is an array of beneficial features of press release distribution which is the main reason why it is widely prevailing in every other industry. Let’s take a better look.
• Organic exposure from major media outlets and newswires.
• Reaching out to potential customers, clients, and investors more effectively.
• Creating a social buzz through social media platforms.
• Tracking audience metrics and having a better overview of the market based on demographics.
• Improved brand recognition and awareness.
• Enhanced web traffic and online engagement.
• Better ranking on the search engine result page (SERP).
• Increased business growth, leads and sales as well.
• Featured in news search engines.
• Boosted the brand's reputation and helps to manage it.
• Tapping into new marketing and broadening the customer base.
How to Distribute a Press Release?
Press release distribution gets easier with the help of a proper media contacts database. By utilizing a variety of online PR tools, you can also distribute the PR yourself by creating a contact list yourself. This method is gravely time taking and can get unsuccessful as many other users will make an approach in the same way and there are chances of getting neglected. However, people still prefer to pitch personally as it doesn’t require any monetary investment but an ample amount of time, research, and consistency is required. Here are a few simple steps that can help you distribute your PR organically.
• Find the Journalists – This is one of the vital steps of PR distribution that helps to determine whether your business story has a good chance of getting covered or not. You can simply conduct research on similar PR content from your industry and find journalists who might be interested in your story. You can use databases or use Linkedin and Twitter profiles for the purpose.
• Create a List of Journalists – Now, it is time to create a list of the journalists who work in the niche and understands your industry. Keep this list of journalists for future PR campaigns as well. This way, you would not have to look for journalists and reporters every time you want to make PR distribution.
• Attention-grabbing Subject Line – Journalists receive a ton of press releases every day and they are so busy with it, most of the time they do not even open email to read the content. If the subject line of the email does not appear attractive, it is more likely to get rejected. So, what helps your pitch stand out among all is the subject line. So, make sure to keep highly attention-grabbing and fulfilling. You can also use buzzwords which tend to garner more attention.
• Pitching at the Right Time – A press release is a time-sensitive document that needs to be distributed at the right time. Similarly, the pitch for PR is also very much dependent on time as that is what determines the open rate of the email. For example, some journalists recommend pitching on Tuesday and Wednesday since Mondays are busier after a weekend and there is a high chance of getting skipped.
Other than making a personal approach, you can also purchase a paid press release distribution service for the purpose. However, the internet is filled with thousands of PR distribution platforms and therefore, you need to be extra careful while opting for one.
Tips for Choosing a Press Release Distribution Service
Many people find it quite daunting when they have to find a legitimate suitable company for PR distribution since too many options are available. But more than availability, you need to focus on the effectiveness of distribution packages before actually purchasing one. Here are a few tips that can help you select a suitable and reliable press release distribution service.
• Features and Distribution Network – The first and foremost thing to check is the distribution network. It should be including the type of media outlets and media platforms that can cover your story and industry. If the distribution company does not have access to those outlets, it is better to leave them since you would not be able to gain any relevant exposure.
• Budget and Pricing System – Budget and pricing are highly important for every business aspect and PR distribution is not an exception. Every distribution company has its own pricing options. So, you can opt for the agencies that suit your budget. There should be diversified options for purchasing distribution packages. If the price seems way too cheap or highly steep, do not go for it. PR distribution is fairly reasonable and every business and individual can avail of it.
• Reviews and Feedback – Customer reviews and client testimonials are the best elements to determine a company’s reputation. Before hiring an agency, check the feedback and reviews offered on the official website to check whether previous users are satisfied with the services.
• Customer Support and Media Contact – Customer support and media contacts are what determine an agency’s authenticity and reliability. Suppose, you purchase a package and have problems with the results or the campaign management. How will you approach them if there is no customer support or media contact offered? That is why always opt for platforms that keep 100% transparency and keep all the contact details upfront.
Now that you are aware of both personal approach and professional packages; it is time to know about the right purpose of making a press release distribution.
When is the Ideal Time to Distribute a Press Release?
Companies and organizations around the world create press releases for major events where it requires mass attention. However, it can be also used for many other newsworthy purposes. Such as,
• Grand Openings – Almost every other business thrives to expand its ventures and every time there is a grand opening, a press release is required to scatter the news. PR is an excellent medium to spread the word as it is widely accepted as the most authentic document. It is recommended to start prior to the opening to create anticipation and buzz in the niche.
• Business Merger and Partnerships – Declaring organizational changes through a PR is always a wise idea as it can reach more potential customers, investors, and competitors as well. Whether it is existing stakeholders or new investors, PR is a great way to introduce them to the world. You can also use quotes to express the excitement of the partnership.
• Company Events – Whenever there is a corporate event taking place, companies tend to share the news through news outlets and similar sources to inform the public as well as other people from the niche. This is not an invitation but news that expresses the value of the event and its goal.
• Awards and Achievements – If your business is doing good, would not you like to share that news with everyone? Exactly! And PR is the best medium in this case. Whether your company has hit a new record with revenue earned or received an award for performance, use a press release to share the news. These PRs are great to create brand awareness and reputation management.
• Product or Service Launch/Updates – Just like the grand openings, product and service launches also require creating anticipation in advance to make the launch even more grand and powerful.
There are many other formal occasions on which you can make PR distributions. The key lies in knowing what is the most important issue to broadcast for your business.
