How to distribute a press release
Distribute a press release through three channels at once: a newswire for reach and indexed copies on news sites, direct emails to a short list of relevant journalists for a chance at coverage, and your own channels (newsroom page, email list, social, LinkedIn). Each does a different job, and together they cover reach, credibility and coverage.
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The channels compared
| Channel | What it does | Cost | Effort |
|---|---|---|---|
| Newswire | Publishes on many news sites; indexed copies; distribution report | Paid per release | Low |
| Direct pitching | Can lead to an editorial article | Free (time) | High |
| Newsroom on your site | Official record; links for journalists | Free | Low |
| Email to customers and investors | Tells the people who care most | Free | Low |
| Social and LinkedIn | Reach to your network; links to the release | Free | Low |
| Directories and launch sites | For launches: listings that stay | Free to paid | Medium |
Through a newswire
A newswire takes your release, runs an editorial check, and distributes it to its network: news sites, financial portals, local news networks, and sometimes TV and radio station websites. Many publish it automatically on a page labeled as a press release. You get a report of where it appeared. See what is a newswire and how to choose a distribution service.
Pitching journalists directly
- Find 10–30 journalists who covered your category in the last six months.
- Write a three- or four-sentence email: the news, why it matters to their readers, and an offer (data, a demo, an interview).
- Paste the release below your note, or link to it; do not attach a PDF.
- Send before the wire release if you offer an exclusive or embargo; otherwise at the same time.
- Follow up once, after a few days. Not more.
Your own channels
Post the release on a newsroom or blog page on your site, share it on LinkedIn and X, email customers and investors, and add the outlet logos and links to your site once it runs, labeled as press releases. See what to do after your press release goes live.
When to send
Tuesday to Thursday mornings in your main audience's time zone are the common default. Avoid the exact top and half of the hour, when wires are busiest. Avoid major holidays and days of big competing news in your industry. See best time to send a press release.
Questions people ask
Should I send the release to journalists as an attachment?
No. Paste the text into the email or link to it. Attachments get filtered and are less likely to be opened.
Can I distribute the same release twice?
Do not redistribute the same news. A new development (a milestone, an expansion) is a new release.