How to distribute a press release, step by step
Writing the release is half the job. Getting it to the right people, in the right order, at the right moment is the other half, and it is the half that decides whether you get coverage.
This step-by-step guide covers preparing before you send, building the list, formatting the email, sending in waves, following up and tracking what happened afterwards.
Key takeaways
- Prepare assets and your own newsroom page before the first email.
- Send in waves: exclusive, core list, then wider and regional versions.
- Send individual emails, never a mass BCC.
- Track every piece of coverage and follow up for missing links.
Before you send
- Publish the release or study page on your own site.
- Prepare charts, images and a short methodology.
- Confirm the spokesperson’s availability for interviews.
- Write two or three pitch versions for different audiences.
- Agree who answers journalist questions and how fast.
Where to send press releases
- Journalists who recently covered your topic
- Trade publication editors in your sector
- Regional desks when you have local data
- Newsletters and podcasts that cover your niche
- Your own channels: newsroom, email list and social
Building the list for this release
Start with journalists who wrote about the same topic in the last few months. Add trade editors who cover your industry, then regional desks if you have local data. For each person, note one recent article so your pitch can reference it.
- Search news for your topic in recent months.
- Check trade titles’ news and features sections.
- Use journalist request platforms to see who is writing about it now.
- Remove anyone whose beat does not match.
Formatting the email
- A subject line written like a headline
- Two or three short paragraphs with the news and evidence
- Key figures in the body, not only in an attachment
- A link to the full release and assets
- Your name, phone number and availability
Plain text or very light formatting works best. Heavy designs and large images often end up in spam folders.
Send in waves
- Offer an exclusive to one priority outlet, with a clear deadline.
- Send personal pitches to your core list once the exclusive runs.
- Send regional and sector versions a day or two later.
- Follow up once with a new angle or local figure.
- Share live coverage on your own channels.
A worked example
An illustrative energy comparison site releases data on average heating costs by region. Day minus three: study page live. Day minus two: exclusive offered to a national consumer desk. Day zero: the exclusive runs at 6am; 28 personal pitches go out at 8am. Day two: eleven regional versions sent with local figures. Day four: one follow-up with the cheapest and most expensive regions. Day seven: coverage report and link follow-ups.
Common distribution mistakes
- Sending to a huge list in one BCC email
- Pitching everyone the same angle
- Forgetting time zones for international outlets
- No spokesperson available when replies come in
- Not publishing the release on your own site first
Tracking what happened
Keep a simple tracker: who was pitched, when, whether they replied and whether they published. Add the article URL, link status and the page it points to. After a few campaigns this becomes your most valuable list: journalists who actually cover your stories. If you want the whole distribution handled for you, our data-led campaigns include it end to end.
Frequently asked questions
What time should we send a press release?
Early in the working day for the journalist’s time zone usually works best.
Should we attach the release?
Paste the key points in the email and link to the full release; many inboxes filter attachments.
How do we know if it was covered?
Use media monitoring and search alerts, and ask journalists to share links when they publish.
How many journalists should receive one release?
Enough to cover each relevant angle, usually dozens rather than hundreds.
Should we use BCC to send to many journalists?
No. Send individual emails, ideally personalised.