Press Release Distribution: How To Do It Right

Aug 26, 2021 | Marketing

It is undeniable. Small businesses need press coverage. Customers need to be informed about your company, products, services, and news developments. Press coverage also plays a vital role in boosting your brand awareness. However, press releases are useless if they don’t reach their audience. That is why we have press release distribution.

This article will detail what press release distribution is, why it is important to use, some of its key benefits, how to distribute press releases, and some commonly made mistakes that you should avoid. Once you have read each section completely, you should be able to decide whether using a press release distribution service will be beneficial for you and your business.

What is press release distribution?

To learn more about press release distribution, we first need to understand what it is. 

Essentially, press release distribution is releasing and spreading your press release to journalists, publishers, and other members of the press. Your press releases need to be seen and heard by your audience in order for them to be informed and updated on your company news and that is what press release distribution accomplishes.

Why is it important?

Press release distribution allows you to experience more coverage in the media. This includes (but is not limited to): newspapers, TV news bulletins, radio, podcasts, and blogs. Without it, it will be much more difficult for consumers to know about your post.

To illustrate, let’s say you are getting married. You and your spouse would love for all your friends and family to attend. To invite everyone to the event, you prepare wedding invitations. For everyone you are inviting to receive their invitation and attend the wedding, you need to mail the invitations to them. Otherwise, they won’t know about your wedding, and they won’t show up.

Similarly, press release distribution is like mailing out wedding invitations. It is essential in order for anyone to know about your press release and respond.

What are some benefits of press releases for small businesses?

They are many benefits of using press release distribution services. Let’s consider few:

Press releases can help your company generate more sales

Press releases can be used to promote different products or offers from your company. Using distribution, more people will be able to see these updates and be motivated to shop for your products or services.

A press release can raise your SEO Ranking

Creating press releases and distributing them properly can have a positive effect on your site’s SEO. When links to your website are included on other high-ranking websites, it benefits your ranking in the eyes of search engines. This can lead to more people visiting your website and learning about your business, which is what press releases are all about.

Press releases can help increase brand awareness

Once your audience has seen your message, they may be inclined to visit your website. As a local business, take advantage of every opportunity to let your community know about updates, new products, etc. Silence is deafening, keep your audience in the know!

How to distribute press releases

Now that we understand what press release distribution is and why we should use it, we need to understand how to actually use it. Using a press release distribution service is the key. Rather than manually reaching out to publishers, you can use these services to distribute your press releases, saving you a lot of time and effort.

  1. Newswire
  2. eReleases
  3. EIN Presswire
  4. PR Distribution
  5. PR Newswire
  6. 24-7 Press Release
  7. PR Web
  8. Response Source Press Release Wire
  9. Presswire
  10. PR Fire

Distribution mistakes to avoid

Before you get started distributing your press releases, there are some things you should keep in mind. There are some commonly made mistakes that you should try to avoid.

Making your press release too long

You should avoid making your press releases too long. Doing so can make your reader disinterested in your message. Be sure to only include what is essential to your message. Try to say more with less, and grab readers’ attention quickly.

All you really need is an opening paragraph, two or three more to describe your message and add necessary details, and information about your company and contact information.

Your story is not relevant to your audience

The best press releases are the ones that are truly relevant to your audiences. If they are too general or focus too much on promoting your company, they may not interest your audience. 

Targeting the wrong audiences

No matter how great the message is, it will only affect the right people. That is why it is important that you target the right audience when distributing press releases. Does your story impact a certain area? Target specific local distribution. Does you story resonate with a certain group of professionals? Target industry-related websites in your outreach.

Forgetting to include contact information

You need to include contact information with your story to gain exposure and be contacted by interested readers. You can make it easier for others to contact you by adding an email and phone number with your press release. 

Hopefully, you are now informed about press release distribution and are ready to take action. Using press release distribution can greatly impact your company’s influence and increase brand awareness. Consider the benefits of improving your press coverage and decide what is best for you and your company.

Need help writing or distributing press releases for your business? Give us a call!



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Alexander Hatala

Alexander Hatala

Co-founder Custom Design Partners

Alexander Hatala is the co-Founder at Custom Design Partners. He specializes in e-Commerce operations, performance marketing strategies, and behavioral analytics.


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