What Is Press Release Distribution (and Why Do I Need It?)

Press Release Distribution

To make it in the business world, people need to know you exist. And a great way to build awareness in your target market is through press releases.

A press release is an official statement delivered to the news that provides information or makes an announcement. And 44% of journalists consider press releases as the most trustworthy source of brand information, so it’s a good idea to utilize them to get some media coverage.

But writing a press release is only the first step—you need to distribute it so that people can see it. But what is press release distribution? How do you do it, and why do you need it?


It’s not enough to just write a press release; you need to know how to get it out in front of the right people for the effort to be worth it. This article will tell you everything you know about press release distribution so you can begin gaining press coverage for your business.

What Is Press Release Distribution?

Press release distribution is the process of sharing your press release with journalists and other members of the press. The goal of this process is to land coverage of the press release in the media.

Press release distribution gives you the opportunity to land coverage for your press release. The radio, TV, newspapers, podcasts, or blog articles can all position the release in front of a wider audience to grow brand awareness.

Why Is Press Release Distribution Important?

Put simply, press release distribution is important because it gets your press release in front of people. They won’t see it if it isn’t distributed. But the benefits of press release distribution go beyond simply getting media coverage.

The point of the media coverage is to grow brand awareness. Press releases can drive traffic to your business, whether it’s a physical store or an online presence. And exposure to a wider audience can generate more sales and leads for your business.

Plus, by utilizing the best press release distribution tactics, a business can also boost its search engine optimization (SEO). Gaining links to your site improves SEO, which allows more people to find your business in organic search results.

How to Distribute Your Press Release

With all of the benefits of press release distribution in mind, you may be ready to start writing and distributing press releases for your business. There are a few simple steps you should take to ensure that your PR distribution is effective.

1. Find the Right Journalists for Your Press Release

No matter how newsworthy your press release seems to you, the reality is that not all journalists are going to be interested in covering your piece. Think about it: a sports journalist is not likely to cover a business story. Pitching to the wrong journalists is a waste of your time and theirs.

By focusing your efforts on the journalists and media figures who have covered similar topics in the past, you will greatly increase the likelihood that they will cover your release. Plus, you can focus on the media that your target audience is already viewing.

Start your PR distribution efforts by compiling the contact details of relevant journalists who may be interested in covering your story.

2. Craft a Compelling Pitch

Most journalists get over 200 pitches a day. This means that if your pitch isn’t compelling, it won’t get covered.

Make sure your subject line draws the journalist’s interest. Capture their attention further with a well-thought-out first line. Spending extra time on these parts of your pitch will ensure it gets read and not just sent straight into the trash.

Be sure to personalize your pitch to the specific journalist. This can help you establish a relationship for future coverage. Plus, if you show some interest in the journalist’s previous work they’ll likely think that you are a good fit for the topics they cover.

Most important of all is to keep your pitch brief. Share only the most relevant, interesting details; with so many pitches, no journalist will want to sift through every little detail of your business’ backstory. Make sure your story is newsworthy, not just self-promotional, and include your contact info so journalists can follow up and point their audience in the right direction.

Once you have your pitch ready, send it via email. Cutting Edge PR notes that 93% of journalists like email pitches, as opposed to just 11% who like phone contact. Appeal to their preferences and you’ll be much more likely to land coverage.

3. Consider Following Up

If you’re having trouble landing media coverage or if you think your story is of particular interest, you may consider following up with journalists who you haven’t heard back from.

Keep in mind that while Cutting Edge PR found that the majority (73%) of journalists are fine with receiving a follow-up, some (12%) would prefer not to receive any follow-up. Don’t harass the journalists, and make sure your follow-up is friendly and concise. One follow-up is sufficient—you don’t want to harm your chances of future coverage by being a pest and souring your relationship with journalists.

An Easier Way: Press Release Distribution Services

If you’re thinking that the PR distribution process sounds like a lot of work, you’re right. Luckily, there is an easier way to get coverage without all the effort of researching and reaching out to journalists on your own. There are PR distribution services available that charge a fee to obtain the coverage for you.

While the cheaper option may be to do it yourself, passing it off to the pros can save immense amounts of time and energy. Many already have relationships with the media and have journalists’ contact information on hand. And their experience can lead to more effective pitches and widespread coverage.

Some will even craft your press release for you for an extra fee. Depending on your budget, the time and energy saved may make the extra cost of PR distribution services worth it.

Get Started With Press Release Distribution

Whether you opt for a DIY approach or opt to hire the pros, press release distribution is an essential part of any PR strategy. Press releases can grow brand awareness, boost your SEO, and allow you to share newsworthy stories with a larger audience.

You no longer need to wonder “what is press release distribution? Why do I need it, and how do I do it?” With this knowledge of how to distribute your press releases effectively, you’ll be reaping the reward of your efforts in no time!

If you enjoyed this article, be sure to check out other business and marketing tips on our blog!