A press release is your first opportunity to gain media coverage. While there is no one-size-fits-all way to do this, there are some key things to remember to maximize your chances of it getting picked up. Here, we will explain everything about press release submissions, submission sites, and PR outreach and provide a list of submission sites to use.
Online distribution refers to sending your press release to websites and other outlets that may cover your news via an online distributor. The rise of digital media makes online press distribution crucial in modern public relations.
Online press distribution is a powerful medium for communicating your message to a wider audience and for raising brand awareness.
The idea is to get your message out to as many people as possible to get it picked up by the media.
This guarantees its reach to those most interested to hear about it while serving the added bonus of improving SEO, helping it appear on multiple websites and at the top of search results, highlighting your credibility.
A press release is a written public announcement that organizations send out to inform the public about something noteworthy or significant about the organization. A press release submission involves sending out your news release to online press release distributors to distribute to their channels to be picked up by journalists and reporters looking for a story.
Alternatively, you can reach out to journalists directly, creating a tailor-made pitch for their audiences and building relationships over time.
As I’ve said, there are two ways of sending a press release.
The major difference between them is that with online distributors, you get a ready-made contact list. You won’t need to research and contact people yourself as this is taken care of.
The lists in question are by category and often involve syndication - meaning, blogs, news sites, magazines, and other websites pull them, giving an excellent opportunity to increase your visibility to your relevant audiences.
However, there are some drawbacks. Unlike direct pitching, there is no contact with those who have the power to decide whether to cover your story or not. This removes the chance to build relationships with reporters.
High-quality, tailored pitching can be more beneficial when trying to get a busy journalist's attention. This is because a well-thought-out, hand-crafted pitch to a targeted contact is more likely to hit the mark over mass distribution. By showing awareness and respect for their audience, you’re more likely to make it relevant to them and get actual coverage for your release.
While a lot of the work is done for you, if you decide to try a press distribution service, there are still some things you need to consider to get the most out of these services. We’ve created a checklist to make it easier.
First things first. You need to create a compelling press release to grab the reader's attention. Hundreds of press releases are sent to journalists daily, and reporters only have a short time to read them.
It all starts with the title. Craft an attention-grabbing headline that summarizes your news and makes the reader want to read. Next, give a clear opener that provides the key information of the announcement and why it's relevant to them.
Think to yourself: Why should they care? What's in it for them? Consider using the “pyramid approach,” where you present information in descending order of importance, from the most important to the least.
Impactful quotes from genuine sources add credibility and legitimacy to what you say, so use these. Don't forget to include contact details and a boilerplate about your company. Lastly, read it, and once it passes the understandability test (get someone with less knowledge to read and understand it), your press release is ready to be distributed.
As you’ll see, there are many options to choose from, free and paid. Begin by making a list of distributors who can reach your ideal audience. How do you find this out? Many will tell you (well, brag) about who they distribute to, but research is still needed. You’ll need to look at the fine print as there may be a catch to some of the bigger publications they promise access to. But with some research (don’t forget to read reviews!), you can hone in and target the sites most valuable to you and save precious time and effort in the long run.
Well, as much as possible...I’ll explain why. Google cottoned on to the fact that people were throwing in backlinks wherever possible and that these links often failed to provide “value,” as it's just a company trying to promote something.
Also, if you spam every news site possible via countless press release distributors, this is not SEO-friendly. But there are still some things you can do. If you write an engaging, well-written press release with high-quality content only to relevant and reputable news sites, then yes, you're onto a winner regarding SEO.
Make sure to follow the guidelines provided by the distributor. Often there are just a few simple steps, but re-read them to ensure you don’t miss anything. Releases that do not follow guidelines could be discarded without a glance. Make sure to follow the press release format. Most will simply ask you to copy-and-paste your text on their editor. Submitting in line with their guidelines means fewer delays in sending your release and a much smoother process overall.
Your job isn't over. You need to follow up with anyone you know who would’ve received your announcement. Having a name and direct email helps. I suggest waiting 24-48 hours. You need to seem keen but professional and not too pushy. Give them time to reply to your follow-up email. Your follow-up should be courteous, and ask if they've had a chance to review it. Nobody likes to be hounded, so respect their time and patience.
Most distributors (both paid and not) offer some form of analytics for you to track results. You need to track this to see how effective your outreach is, which sites or publications work for you and which do not. Many provide data on media coverage gained, audience demographics such as location, performance metrics such as search engine rankings, and information about audience engagement (click-through rates, page views, or reads). Not every distributor provides this. However, analysis of the number of social shares, mentions, and backlinks generated by your release can be determined with other tools and analytics. This will help you to see which of your outreach efforts resonate the most.
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Here are two more tips to help you get the most out of your press release submission.
The best period to send is Tuesday - Thursday.
The best day would be Thursday. The best time would be between 10 am - 2 pm.
There may be industry variations for this, but these are few and far between. So try and stick to this. Remember, if you use a submission site, it may take 24-48 hours before they send it, so be sure to check their terms and get in early if they don’t send it right away or on the day.
Using multimedia content (images, videos, etc.) increases the likelihood of your story being covered by the media. This content can help convey your message and grab an editor's attention. Make sure you pick a distributor that caters to this and that the image won’t be compromised or altered using their platform.
Press release services are available that are easy to use and reasonably priced. Press release submission sites that charge fees present an enormous opportunity to tap into the large players in news and media. Keep reading to discover who and how.
As one of the leading press release distribution sites, PRWeb offers a wide distribution network, including Google, Yahoo, Bing, Twitter, and Facebook. In addition to its comprehensive analytics and reporting tools, PRWeb also helps you monitor your press releases' performance and track engagement metrics by analyzing their performance. With PRWeb, users can easily create and distribute press releases thanks to its user-friendly interface. Users can use the software provided to increase the visibility and reach of their releases by embedding multimedia, sharing them on social media, and optimizing them for search engines. There are four package options available. The most basic, the $99 package, allows your press release to be searchable on Prweb.com.
They offer a wide range of options, a sizeable global reach, and full-service newsrooms in North America, Europe, and Asia for support. The company also offers multimedia like images, videos, and audio clips, all to help you stand out. Business Wire offers guidance and support to clients with creating and distributing news releases, along with a real-time release tracking system. This option is fairly costly, starting from $475 for a 400-word press release.
Founded in 1954, PR Newswire is a trusted name in the world of press release distribution and is Cision's oldest and largest distributor. Every press release is targeted to specific keywords chosen by editorial staff. Clients can further target influencers with specific geographical and industry distribution solutions. You can reach the newsrooms of The New York Times and Buzzfeed. Their distribution services also include regional targeting. It is simple to set up an account and get started. Prices begin from $805 per press release.
Do you want to distribute press releases widely? Globe Newswire is the ideal platform for you. One of the biggest newswire networks, Globe Newswire distributes press releases worldwide. The company provides a wide range of press release distribution services to businesses and companies. Utilizing the world's largest media networks and newswires, their team delivers your news to the world's media. Prices range from $99 for a basic option to $349 for their premium package, which covers press releases to influencers, permanent visibility in GlobalNewswire's database, and access to other media partners.
Newswire is one of the world's largest paid distribution networks for press releases, with your press release able to be sent to over 8,000 news sites. With its broad distribution packages, brands can choose from single, monthly, and annual plans. For one press release in their most limited category, they charge $349. The top tier of international distribution costs $899. Certainly not cheap, but it gets you access to over 6000 media outlets. Those new to the press release distribution process can also check out Newswire's free demo. Business owners and PR agencies looking to target specific regions will appreciate the functionality of the geo-targeting feature in the basic plan.
EIN Presswire focuses on affordable pricing and relatively expansive US and global media networks, offering relevance-based distribution and non-restrictive packages. However, it does not offer press writing and proofreading services. And, if you are looking for stats-based reporting, you will find yourself wanting. But packages are super flexible and undeniably good value. For just under $100 you can send a press release; for $999 you can send 25 (less than $40 each!). One of the unique features of EIN Presswire is its targeted distribution options for more niche industries compared to other sites. This allows businesses and organizations to reach a particular audience with press releases.
PR.com is a large, well-known company that still caters to all. Without registering, users can search and browse the business directory to find companies according to their needs - great if you don’t send many press releases and don’t want to be tied in with a contract. The team also distributes releases according to industry and region for greater reach. Small businesses will be in especially safe hands as they offer professional editorial reviews for these companies.
PR Buzz is a powerful and affordable way to reach the right audience. With PR Buzz, you can distribute news about your business to a wide audience, track the number of viewers, and see your results in real time. PR Buzz offers services to optimize your press release distribution for search engines and social media. Aside from keyword research, PR Buzz provides social media sharing tools to help you reach your target audience. At $299 for one-year unlimited press releases, it's also highly affordable, so even small businesses can take advantage. With PR Buzz, your press releases stay live for at least three years.
24-7 Press Release is a reliable and effective distribution service. Many distribution packages are available to suit your needs, whether targeting a specific region or industry or trying to reach a global audience. With the ability to reach over 30,000 journalists and media outlets, this press release distribution service stands out. Aside from the analytics dashboard, 24-7 Press Release keeps track of your press release's performance in real-time and its search engine ranking, so you can see how many people have visited and shared your piece. Your future press releases can be made more effective with this data.
Business owners can reach a wide audience by using Press Release Power. One of the unique features of this service provider is that it can offer video press release services to reach your target audience. It also offers press release writing services. You can leave this to the PR experts, save valuable time, and translate it into another language within 24 hours. Great for international markets. Prices for a normal written single press release range from $49 to $249, depending on your distribution requirements, so be sure to check out the available options.
Founded in the UK, Pressat distributes press releases worldwide. Their plans are generally the same as many others; you can buy a single release, monthly releases, or an annual subscription to their service. Your release can be sent within 15 minutes of being uploaded, and there is no delay. Single releases cost 110 pounds, and yearly packages (including 18 releases throughout the year) cost 1,499. These come with images, embedded videos, and documents included. They offer a live chat team, so help is fast.
Staffed by ex-journalists and in-house copywriters, Siterail is an excellent option for those seeking help editing their news and divulging specific industry insights. But that's not all. They can index your news on Google, offer top-quality dofollow links on high-domain authority websites, and give you social media authenticity to enhance the credibility of your info. They are also an excellent source of information for clients looking for SEO help.
Press Release Jet can claim one of the lowest prices for a press release on our list at just $35. Unlike the bigger press release sites, Press Release Jet focuses on serving smaller businesses, startups, non-profits, and cryptocurrency firms. Every budget and need is met with monthly, annual, and one-time subscription options.
This firm can write your press release for you. As such, many of their clients are small and medium-sized businesses, freelancers, and non-profits. It is $159 to write and submit your own and $259 for them to do the honors. You will be assisted with keyword selection to help you get the most out of SEO, and they have plenty of other helpful tips on their site. However, sending times can take longer than other sites, at 24-48 hours, so something to think about. This is a quality-over-quantity service.
A one-stop shop for businesses seeking to reach new audiences and increase visibility, they offer social media ads, sponsored content, and email marketing campaigns. Business owners can also access real-time data on the performance of their campaigns using Send2Press' robust analytics dashboard, and embedded multimedia is included in every plan. Is it affordable? Yes! A full national plan with access to 5,000+ media outlets is just $269 with no membership fees.
ReleaseWire is a paid-for press release site offering the chance for your release to be seen on 400 sites throughout the U.S. They have a helpful checklist and preview function, allowing you to see how your offering will appear to journalists. This lets you tweak it accordingly. You’ll also be able to see where it goes and be assigned a dedicated account manager who will provide you with one-on-one support and guidance. Starting price is $49 per release. They have customers in over 100 countries.
With Press Advantage, you can distribute your press releases via social media and targeted industries, among other distribution options. In addition to tracking your results, Press Advantage lets you see how many people view your press releases. The site offers a door to the world's biggest websites (Fox, CBS, Ask), your own “newsroom” with analytics, customized individual reports, and even the option for the releases to be written for you. Prices are competitive, but you’ll need to enquire to find out more.
Many have plenty of good things to say about PRwire Pro. Each package includes the basics, so free press release templates, scheduling, and press release writing services. With them, you also get press release distribution to Twitter and Facebook, which can heighten your exposure. Press release distribution starts at $99 for each release. Same-day reports showing where your release went are handy and can guide future distribution.
PR Distribution does what it says on the tin if you want widespread international exposure. They offer selective audience targeting to ensure your ideal audience sees and hears your message, giving you a great ROI. Professional in-house writing is part of this company's PR services. Several features are included in all pricing plans, including promotion on RSS feeds and sharing on Google, Bing, Yahoo, and other popular search engines. Prices start at $99 and get discounted as you go up in bulk.
eReleases has 20 years of experience, it has retained its position at the helm of PR release services, and your chances of broad exposure are greater with them. Its niche is small businesses on a small budget, and it cleverly offers writing and editing services to them. They also joined forces with PR giant and fellow distributor PR Newswire, so your press release can see the light of day with around 150,000 journalists and 3,000 newsrooms, including Yahoo and Google News. Elsewhere, clients get detailed traffic reporting metrics to help them assess their current efforts. This is reflected in the cost as prices begin at $399.
You can submit a free press release. When it comes to free press release submission sites, you get what you pay for, as the adage says. There are often heavy restrictions, be it in the number of releases you can send, where it goes, and what can be included. Many operate as feed pages, and the chances of someone picking up on it are small. That said, free is free, and with a minimal amount of effort, you may see results.
Even though PR Leap does not offer the same features as others on this list, it's a good option if you are looking for a simple, no-frills service. It automatically formats articles for social media and devices with the press release template. Press releases can be targeted to a specific geographic location in the U.S. Businesses can create a brand page and online newsroom, depending on the plan selected. Up to five images or videos and five keyword tags can be included in press releases for free. PRLeap does not offer phone or live chat support.
While IssueWire has a variety of paid plans, users can send out one free press release using their service. The platform provides users with video embedding, detailed press release statistics, an SEO audit, and mobile distribution. Sadly, this package does not include Google, Google News, Yahoo, Bing, and Apple News. There are several things to remember when using the free plan: indexing press releases in search engines, targeting specific audiences are not included, and placements are not guaranteed.
OpenPR is a budget-friendly distribution and press release writing service for small businesses. A German-based press release distribution service, openPR offers a standard range of services, including writing services, backlink additions, and free banner ads. The platform offers free and paid packages, although businesses can only submit a free press release per month. Although many will find this and the standard features ample, it lacks more robust tools, such as advanced targeting and same-day distribution, which other competitors offer.
PR Free distributes press releases for free to major search engines and news sites. The free plan includes live URL links, search engine distribution, and in-page sharing buttons. The free version of PRFree features a simple, user-friendly dashboard and an online press room. Although the free plan does not include a company website link or embedded images, it does offer a media contact database, specialty circuits, and distribution reports. Customer support is only available online.
PRFire.com might be the site for you if you're looking for free press release distribution in the UK. The site allows you to write and upload a press release which, in turn, gets monitored by their team to ensure quality before being distributed. If you are concerned only with UK distribution and want to expand without costing you, this could be your answer.
Here, there are four packages available: Free, Premier, Customized, or Advanced. The difference comes in how much exposure your press release will get and how much third-party advertising you will need to display. In a free press release, adverts and a list of related releases will be at the bottom. Effectively, you may serve as a communication tool for other businesses.
Online PR News is a free distribution site that offers basic distribution to major search engines and news sites. You may submit one press release daily using the free press release service. The releases cover all the necessary details and allow you to include a live URL in the media contact area. Customer support is a strong point of this company, and the blogs and guidelines can be useful sources of information for those who need a few tips.
PR Zoom offers free press releases, but unfortunately, the paid-for releases on their site get preferential treatment. PR Zoom offers free ad-supported press releases, so any affiliates of PR Zoom will have an advertisement on your release. You can't upload your logo or article to these free press releases, so it can confuse people. You'll need to be a big enough entity to use a corporate email address to register, or you cannot use the free service. Overall, the site is good for those who want immediate visibility.
As seen, the distribution of press releases can be costly, but the site PressBox.co.uk offers a free if not basic, service that can help get your message across. There is a "how to write a press release" section for customers unsure where to start when drafting a press release. PressBox provides a free but basic service when writing a press release. More than 700 media professionals subscribe to receive press releases on specific topics, and they also produce a media list for each assignment, but distribution numbers are small.
Another free service. 1888 Pressrelease’s free service does not distribute to websites, blogs, news networks, or social platforms. Only their website. With no phone or email support, you will need to know what you’re doing and get it right the first time, as you cannot retract it after. The only other service options under the free plan are SEO services, which cost an additional $50.00.
Press Release Point is another press release distribution service with a free option. Paid users can get great value for money at $5 a press release, but distribution is to a relatively narrow audience of about 40 media outlets. The free plan is limited to one release every three months, so beneficial only for very small businesses. Almost all other features are chargeable also.
With this site, it is possible to edit a submission and remove and delete a previously submitted press release. It is also possible to remove and delete a previously submitted press release. A useful tip section for novices gives advice on keywords and general press release no-nos. Your release will appear on their page only.
It is worth noting that Market Press Release is another free, if not restricted, site. However, you are still allowed to publish one press release per day, which is quite a lot compared to some other services and could offer a boost to your promotional and SEO activities. The press release categories are endless on this page and leaves no industry untouched.
This is for travel and leisure-related businesses. They will send your news to Google and attach it to RSS feeds and social media for free. The releases are never deleted, unlike a lot of other free providers. Your press release will stay your press release, no third-party ads will appear on it.
The free service is limited to only non-profits. While NewsWireToday does not offer instant approval, they claim "same day" approval and that they guarantee your listing. They charge between $199 and $399 per press release if you do pay. For the "free basic submission" service, there may be a longer wait.
There are no limits to how much text, pictures, and web links can be included in a press release. Including free ones! This is quite a rarity. Press releases are distributed free of charge to EPR sites and search engines by the company. The EPR network is one of the largest press release distribution networks.
ClickPress is a free press site, but this is only for charitable organizations and "corporate social responsibility news." The good news is that any number can be released as it is unlimited. Great if you want to do some good in the world. Other press release distribution is subject to fees, however.
Offering both free and paid options, the free option provides a one-a-day allowance (quite impressive compared to others). Several standard features, such as writing press releases, a reporting function, and the option for revisions, are unavailable. Your press release will still get syndicated to a broad selection of industry-categorized RSS feeds and media networks. All users benefit from no joining fee.
Express Press Release is a free press release distribution website that offers the distribution of your release to the media via its network and on the site itself. You’ll be on your own when you write the release, though, as they offer no writing services. For that, you’ll need to upgrade. Again, distribution is not definite; if it is, no time for doing so can be guaranteed. Be sure to read their sending criteria and guidelines. There are strict requirements.
You can post your press release with PR Sync, a free website that distributes press releases. They specialize in healthcare, consumer goods, entertainment and media, and financial services but can assist in other areas too. Registration is easy and, of course, totally free. However, one thing to note with this company is that they can edit your press release before they send it. They also don’t guarantee they will send it to third parties, as this is at their discretion.
Automated press release submission sites can save time and effort but should not be seen as a substitute for actual PR outreach for startups. With little budget, you should focus on building relationships with a handful of journalists and publications relevant to your field and leveraging these over time.
The most productive relationships in life take time, and here is no exception. You will get better results and build valuable relationships this way. You can also get your press releases written by professionals. At PRLab, we will write, send and promote press releases for you, distribute them to those most applicable to your industry, and follow up.
