Here is how to send a press release in a way that gets read: send it to a short list of journalists who actually cover your topic, in a personal email with a clear subject line and a two- or three-sentence pitch, with the release pasted below rather than attached. Follow up once, publish the release on your own site, and track what gets covered.
Most releases fail not because of the writing, but because they go to the wrong people in the wrong way. This guide walks through the full process step by step.
Step 1: Check that you have news
Before you think about distribution, ask whether a journalist’s readers would care. Strong releases usually have at least one of these:
- Something genuinely new, such as a product, service, location or partnership.
- Original data or research with a clear finding.
- A notable milestone, appointment or change.
- A clear connection to a story journalists are already covering.
If the honest answer is that only your existing customers would care, consider an email newsletter or a blog post instead. That is not a failure; it is the right channel.
Step 2: Build a targeted media list
A good media list is short and specific. Twenty well-chosen journalists usually beat a list of thousands.
- Define the audience. Who needs to hear this news: your buyers, your industry, local readers or investors?
- Find the publications they read. Trade magazines, niche newsletters, industry podcasts and the sections of larger outlets that cover your field.
- Find the right person. Look at recent articles and note who wrote about similar topics. A reporter who covered a competitor’s launch last month is a far better target than a general news desk.
- Record the details. Name, publication, beat, a recent relevant article and their preferred contact method. Many journalists list this on their author page or social profiles.
Respect stated preferences. If a journalist says they do not accept pitches by phone or on social media, do not use those channels.
Step 3: Write the pitch email
The pitch is the most important part of how to send a press release. It is the short note above the release that tells a journalist why this matters to their readers.
Subject line
Make it specific and newsworthy, not salesy. Describe the news in plain words. If there is an embargo, say so in the subject line.
Opening lines
Use the journalist’s name. In one sentence, connect the news to what they cover. In one or two more, state the news and why it matters now. That is the whole pitch.
What to include below the pitch
- The press release pasted as plain text in the body of the email.
- Links to high-resolution images, a media kit or the full data, rather than attachments.
- A clear offer, such as an interview with the founder or access to the data.
- Your name, role, email and phone number.
A simple pitch structure
- Greeting with the journalist’s name.
- One line on why you are contacting them specifically, referencing their coverage.
- One or two lines stating the news and its relevance to their readers.
- One line offering something useful: an interview, data or an exclusive angle.
- Sign-off with contact details, followed by the release.
Step 4: Time it well and send it individually
Timing, embargoes and exclusives
Send when journalists are planning stories, not when they are on deadline. Avoid major holidays and days dominated by big unrelated news in your sector. Think about the journalist’s time zone, not just yours.
An embargo means you share the news early on the understanding that it will not be published before a set date and time. Embargoes give journalists time to prepare a better story. Only use them with people you trust, state the embargo clearly at the top of the email and release, and be aware that an embargo is an agreement, not a legal guarantee.
You may also offer one publication an exclusive: the first chance to publish. Exclusives can earn deeper coverage from a single outlet. Be clear about the terms and do not pitch others until the exclusive is resolved.
Send individually, not as a blast
Send each email individually, or use a tool that sends personalized emails one by one. Never put a list of journalists in the To or CC field. Check every name, publication and link before you hit send.
Before sending, also confirm:
- The release is published, or ready to publish, on a newsroom or news page on your website.
- Your spokesperson is available for interviews in the days after sending.
- Anyone who might answer the phone or inbox knows the news is going out.
Step 5: Follow up once, then move on
If you hear nothing after a few days, send one short follow-up. Add something useful: a new detail, an image, a data point relevant to their beat or availability for an interview. Do not just ask whether they received your email.
If there is still no reply, move on. Silence usually means the story does not fit right now. Note it, and pitch that journalist again only when you have something more relevant.
Step 6: Publish, share and track
Publish the release on your own site so journalists and customers can find it, and link to it from your news or press page. Share it on your company’s social channels once it is public.
Then track the results honestly:
- Which outlets covered the story, and how accurately?
- Did coverage include a link, and to which page?
- Did referral traffic or enquiries come from the coverage?
- Which journalists replied, even to decline? Those relationships matter for next time.
What about newswire services?
Paid newswire services distribute your release to news databases, websites and feeds. They can be useful for formal disclosures, such as investor news, or when you need a timestamped public record. They rarely replace personal outreach, because a wire posting is not the same as a journalist choosing to write a story. Treat a wire as an addition to targeted pitching, not a substitute.
How to send a press release without getting ignored: mistakes to avoid
- Sending to everyone. Irrelevant pitches train journalists to ignore your name.
- Attachments only. A release hidden in an attachment may never be opened.
- No news in the first lines. If the journalist has to search for the point, they will not.
- Chasing repeatedly. One follow-up is enough.
- Bloated releases. Keep it tight; our guide on how long a press release should be gives a section-by-section length budget.
When to get help
Sending a press release is simple. Getting it in front of the right journalists with the right angle takes research, relationships and time. If you would rather hand that off, you can work with a digital PR agency that builds targeted lists and writes the pitches for you. For the bigger picture of how releases fit with expert commentary and data stories, read what digital PR is and how it works.
FAQ
Should I attach the press release or paste it into the email?
Paste the release, or its key paragraphs, into the body of the email below a short pitch, and link to images and extra material. Many journalists are wary of attachments from unknown senders and may not open them.
What is the best day and time to send a press release?
There is no universal best time. Send when the journalist is likely to be planning stories, avoid major holidays and big competing news, and respect any deadlines or embargo times. Sending at a sensible time in the journalist’s own time zone matters more than a specific day.
How many times should I follow up?
Usually once, a few days after the first email, with a short note that adds something new or useful. If there is still no reply, move on. Repeated follow-ups tend to damage the relationship.
Do I need a newswire service to send a press release?
Not always. Wire distribution can help with formal disclosures and broad visibility, but it rarely replaces a targeted, personal pitch to the right journalists. Many businesses get better results from direct outreach plus a release published on their own site.
