Press releases can be powerful tools for your business, both for marketing and advocacy purposes. Once you’ve taken the steps to write a press release about a significant moment in your business, the next step is to distribute it.
This resource will guide you through the process of sending out your own press releases in order to be published in local media.
How and where to send a press release
Press releases are meant to be sent to news outlets and media organizations such as newspapers, magazines, televised news channels, blogs, and other publications. They can also be sent to individual journalists, reporters, bloggers, photographers, or general publishers.
To effectively and efficiently distribute a press release, it is essential to first identify and target relevant media outlets and journalists who cover topics related to your announcement. For instance, emailing a release to a reporter in New York about an event your business is hosting in Los Angeles would likely be a waste. A much more effective approach would be to seek out a local reporter who seems to be involved with the community that your business serves.
Start by researching journalists in your area and building out your own media list that you can use to send your press releases to. You can host your list on something as simple as a note or document or on a more detailed spreadsheet. Their email addresses and contact information can be found on their personal websites or via LinkedIn, Muck Rack, PR Newswire, Cision, social media sites like X (formerly Twitter), and other platforms. Additionally, look at the official websites of the news organizations that particular journalists are affiliated with.
Template email to send press releases to journalists
It can be a bit intimidating to send a professional email to someone you might not have a relationship with. So we’ve created this template to give you a starting place to write that initial email with your press release attached. Just copy and paste it into a new email draft and edit the information to match your specific use case.
Hello [JOURNALIST’S NAME],
[ATTACH PRESS RELEASE]
I hope you are doing well. My name is [YOUR NAME], and I am reaching out to share an exciting announcement from [BUSINESS NAME]. As a respected journalist covering [RELEVANT TOPIC] in [LOCATION], I believe this news will be of interest to you and your audience.
Attached is our press release with all the details. Feel free to reach out if you need more information or if you would like to schedule an interview. We are able to provide any additional insight you may need.
Thank you for considering our news and we look forward to the possibility of working together.
Best regards,
[YOUR NAME]
[YOUR POSITION]
[BUSINESS NAME]
[EMAIL]
[PHONE NUMBER]
Self-hosting your press releases
In addition to directly sending out your press release, companies and organizations can also host news releases on their websites. This facilitates direct engagement with your target audience, increases search engine visibility, and enhances your business’s overall online presence.
This is done by simply adding a “Press Room” tab or page to your website. This page can either have a blog feature to post text versions of your press releases or a standard page with links to PDF versions of the documents.
After you send a press release: what to expect and what to do next
After you have crafted, edited, and sent out your first press release, it's important to remain proactive. Monitor your email inbox for any responses or inquiries from journalists. Be prepared to provide additional information, schedule interviews, or clarify details as needed. Additionally, keep an eye on media outlets and online platforms for any coverage you may receive.
You may not always see immediate results; however, it is always vital to get your business’s name out in the media and build relationships with journalists. If you don't receive immediate responses, don't be discouraged. Follow up with journalists after a week or so to ensure they received the release and inquire if they need any further assistance. Remember, building relationships with the media takes time, so stay persistent and continue to engage with journalists to increase your chances of securing coverage for your news.
For instance, after sending out press releases and media advisories, write-ups for the Chakra Shack in Laguna Beach, CA, appeared in local newspapers and then went on to be recognized and featured in the Los Angeles Times’ Daily Pilot and The Real Housewives of Orange County.
In the long run, this media coverage can draw more people to a business’s community-building events and attention toward the unique services you offer.
Cyrena Guyot is a Public Relations Manager, overseeing PR, internal communications, advertising, graphic design, web design and event planning for small businesses, prominent corporations, and organizations local to Orange County, California. Cyrena is available for PR inquiries.
Cyrena Guyot is not affiliated with Block, Inc. This article is only for informational purposes. The information provided in this article solely reflects the author's views and is not endorsed by Square. This article is limited in scope and is only intended as a high-level overview of the topics mentioned. For guidance or advice specific to your business, you should consult with a qualified professional.
