A press release is an excellent way to increase brand awareness and media attention. Many businesses use press releases to announce new services, products, or events. Learning how to send a press release is a skill that could be useful to you if you want to work in marketing or public relations. This post explains why press releases are essential, how to send a press release, and how to send one to journalists in the future.

What Exactly is a Press Release?

Publicists send press releases to the media to publicize newsworthy events. Press releases can be emailed, mailed, or faxed. Publicists frequently distribute press releases to assignment editors and journalists at newspapers, periodicals, television networks, radio stations, and internet media outlets.

What Is the Significance of Press Releases?

Press releases promote a product, company, organization, or event. Publicists use press releases to boost a brand’s credibility and image.

If a media outlet chooses to produce a story based on a press release, the search engine optimization (SEO) of the organization, brand, or event covered may improve. This press release makes it easier for consumers to find the organization, brand, or event using a search engine. Press releases can also pique media audiences’ interest and help boost leads and sales for the media-featured company.

How to Send a Press Release

Here are some steps to creating a professional pitch email and sending your press release:

1. Find Interested Journalists.

Think about which journalists will be interested in your press release. Doing this can increase the chance a journalist covers your story and save you time by reducing the number of pitch emails you send. A search engine to find journalists who have covered similar themes or sectors can help determine who will protect your story.

If your press release is about sustainable food packaging, use a search engine to find articles on sustainable consumer products or packaging. You can see who wrote each item and where they work. To stay organized, make a list or spreadsheet of journalists. Finding journalists who have written about similar topics will help you get more responses and build interest in your press release.

2. Get Contact Info

Gather contact info for each journalist on your list. Start by checking a journalist’s website for a bio with their email address. Add the email address to a list or spreadsheet.

You can find the journalist’s email address and other contact information by searching on Google if the journalist does not have a bio or if the bio does not include the email address. Type “email” and the journalist’s name in the search field. If this doesn’t work, search for the journalist on a professional social network.

Try a paid database if you can’t find a journalist’s contact info. You can search many media databases to find the right one.

3. Develop an Intriguing Topic Line

Include an intriguing subject line in your press release email, as this will help increase the number of people who open it. Journalists receive many emails daily, so a professional subject line can help them find yours. Here are some subject line ideas:

• To boost efficiency and open rate, limit subject lines to 10 words.
• Be exact: Use keywords relevant to your issue in the subject line to inform the writer.
• Create a unique subject line. Human interest, innovation, and disruption are all options.

If your press release contains exclusive data or research, include it in the subject line, so the journalist knows its importance.

4. Create a Lead for Your Pitch.

Next, make a lead for your pitch. A lead states the topic of your press release. Since pitch emails are the most common and preferred way to send press releases, knowing how to construct a successful lead may help set your material apart from the hundreds of releases journalists receive daily. Keep your lead brief and to the point to grab readers’ attention.

In your lead, you may want to answer the following questions:

• Who is the target of the press release?
• What is the purpose of the press release?
• When did this happen, or when will it happen?
• What’s the significance?
• What is the consequence?

5. Write Email Pitch Body

Next, write your email body. In this section, describe your lead. Start with the most important information to grab your reader’s attention, and then work on the additional information, such as the location or the important dates. If you want journalists to read your email, keep it to 150 words or less.

6. Include a Copy of Your Press Release.

After the email body, paste the entire press release. Instead of attaching a press release, include it in the email to save reporters time. Doing this increases the chance journalists will read your press release.

7. Provide Your Contact Details.

Provide your signature and contact info in your email. Journalists can contact you if they have questions or want an interview. If you wish to, include:

• Your mobile phone number.
• Work phone number.
• Email.
• Professional social media accounts.

8. Email Your Pitch at the Right Time.

Day and time can affect how many journalists cover your story. If you send your pitch email in the middle of the day, you’ll reach journalists after they’ve cleared their inboxes from the previous day. To boost open rates, send your pitch email midweek. Journalists get the most press releases on Mondays and Fridays, so sending your email on those days may help. Use email scheduling software to stay organized, save time, and boost productivity. Compare email scheduling software to find the best one.

9. Track Your Press Release.

Follow up with journalists a few days after sending them your press release to increase its visibility. Ask journalists if they received your press release in a follow-up email.

Changing the subject line of the same pitch email will send a new one. If you go this route, try to make your press release stand out. You can add new facts or vital info to your previous email. Doing this may interest journalists who would have passed over your article, boosting your exposure.

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