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What Is A Press Release And How To Distribute One

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If you work in the public relations sector, you’ve definitely heard of the term “press release.” While used often, the actual definition of a press release and why they are so important is still a mystery to many. Read more to gain an understanding on press releases and learn how to distribute a press release.

Definition Of A Press Release

According to Wikipedia, a press release is “an official statement delivered to members of the news media for the purpose of providing information, an official statement, or making an announcement.” In more simplistic terms, a press release is a way to share your story with the media.

As technology advances and our methods of communication evolve, the press release has evolved with it. However, the basis of all press releases is communication. It doesn’t matter whether that be through a phone call, email, or delivered to journalists by hand  — which is how the inventor of the concept, Ivy Lee, released his story! 

Press releases have a certain anatomy and structure that is followed to make sure they include all the relevant information a news source would need to distribute the story. They start with the most important information and then trickle down to more general information. The elements used in a press release include: 

  • A logo
  • A headline
  • A subheadline
  • A dateline
  • A lead paragraph
  • A body paragraph
  • A quote
  • A “boilerplate” (this is where you explain your company or organization)
  • Contact information 

Why Press Releases Are Important

Press releases are valuable for several reasons: 

  1. They tell the public you’re open! By sharing a newsworthy story about your business with the media, you’re letting the public know your company is open and ready for business. Press releases are a great way to share news and advancements in your company while getting your name out there. 
  2. They can boost your SEO. If done correctly, press releases are a great way to gain traffic from potential customers to your website. Even if your original release does not include a backlink, other blogs or websites might pick up your release and include a dofollow link to your website. Just make sure your press release is quality. Only quality press releases get shared with a quality link!
  3. They increase your reputation. Press releases make your company look more legitimate. When you share exciting or inspiring news about your business, those who Google it will see this news and see that your company is out there, accomplishing great things! 

When To Do A Press Release

Press releases are created for innovative, exciting news. Think about something that’s newsworthy that you’d like to share about your company. Maybe your company is brand new, or being revamped. Maybe your news is investment related. Has your business received massive funding, and even more notably so, from an important source? Whatever the news may be, make sure it’s thrilling enough to catch the attention of reporters and the public. 

When You Should Not Do A Press Release

Press releases should NOT be done for everyday activities. Think about the type of news you like to consume related to your business or niche. Do you find yourself getting excited about routine updates in your industry? Probably not. When creating a press release, make sure it’s on an event or topic that doesn’t happen daily. Think like a reporter! Media outlets will only accept press releases that they believe will truly catch the attention of their audience.

Press releases should also not be done if you’re simply trying to contact a media outlet to get interviewed. Press releases are great for sharing a story already formulated and written about your brand or business! However, if you would like to have an interview, it’s best to pitch yourself to journalists one-on-one. Contact journalists through a personalized method — whether that be through their email, their phone number, their Instagram, etc. Let the journalists know who you are and why they should interview you! 

Why Use A PR Agency For Press Releases

Submitting a press release can be a lot of work, and it’s important for your business that it’s done correctly. A public relations agency will have the required training needed to make sure all aspects of the press release are handled properly. If you submit a press release that is missing information, or unorganized, no media outlets will even spare a minute to read it. 

Agencies know how to submit press releases, and also where. Submitting a press release about a pet care brand to a technical journalist would be a waste of time, yet many companies do not check what the journalists they submit their press releases to specialize in! Agencies have the knowledge — and more importantly, the connections — to know which journalists and contributors specialize in which niches and to choose the best connections to submit your story to.

In Conclusion 

While the term “press release” may sound super official and confusing, it’s actually pretty simple! Press releases are just a way to communicate with the world and tell your story. They should be used to tell only innovative stories, not day-to-day activities, and they are also a fantastic way to boost your search engine optimization! Watch our newest YouTube video to make sure you’re a press release expert! Then, work with an agency like Otter PR to help you share your business’ story with the media. 

How To Distribute A Press Release

Now that you know what a press release is and why it is so important, you might be wondering how exactly do I go about distributing it? Read on to learn the two most common and effective ways to distribute a press release. 

Method One: Press Releases For SEO 

How To Distribute

The first method of distributing a press release is to go through a wire service. Through the wire service, your press release will be distributed on to popular media outlets such as Yahoo!, Bloomberg and Fox. 

When To Use This Method

You should use this method for distributing a press release if you’re just starting your brand or business. Distributing through a wire service will help get your company’s name out there in the world. This method is also great if you want to SEO optimize your business. When people google the name of your business or brand, they will see whatever media outlet has picked up your story. Ideas for types of press releases you can distribute through a wire service include the grand opening of your company or a large event or celebration that your business is throwing. Have you released a new product, service or promotion? Has your funding increased through an exciting investor or by an extravagant amount? If the answer is yes, you’ll want to distribute your press release through a wire service.


This first method of distributing a press release is the cheaper option. Prices can be as low as $30. This is because this method is more generalized. You’ll be distributing your press release though a large number of sources, however a specific amount of time or attention is not guaranteed to be put toward your story.

Method Two: Press Releases To Share A Story 

How To Distribute

The second method of distributing a press release involves directly contacting journalists or reporters. This method involves more strategic thinking and is less of a “throwing information at the wall and hoping it sticks” method like method one. If you’re having trouble accessing journalists, you can also go through a public relations agency (like Otter PR!) and utilize the valuable connections that publicists have. You’ll want to make sure that you (or a publicist) are reaching out to journalists that have a specific interest in the type of story you’d like to share. For example, if you would like to share a story about your renewable energy company, it would be best to contact journalists that specialize in reporting about renewable energy/energy conservation.

When To Use This Method

You’ll want to use this method if you have a time sensitive story that is relevant to what is going on in the world today. This is because journalists are always looking to report on news that is up-and-coming and relevant to current events. You’ll also want to use this method if you’re an entrepreneur who wants to share a specific story or value rather than just trying to get your name out in general or sharing general information about your company. 


This method of distributing a press release is more costly than the first method. This is because this method requires more strategy and is a more individualized approach in comparison to the method one’s more general take. 

In Conclusion

One method of distributing a press release is not better than the other! It just depends on the type of story you’d like to put out there and whether or not this story is time sensitive or more general. Each approach has its unique pros and cons and it’s important to take the time to decide which distribution method is right for you.

Watch our latest YouTube video to learn more about distributing press releases!

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