How to Distribute a Press Release in Different Ways?

It is very important to select the delivery destination and delivery method of the press release to ensure that the information is delivered to the target. In this article, it will introduce how to distribute press releases and the three points when choosing a distribution destination.

How Important is the “Distribution Method” in a Press Release?

After creating a press release, all you need to do is "deliver". As a matter of course, information cannot be delivered to the media and consumers without distribution. Also, choosing the right delivery method is also important for delivering information widely and reliably.

It takes a considerable amount of man-hours to distribute a press release to each media company by email, fax, or mail without using the distribution service. Your media list may not cover the recipients you want to send. If you distribute by yourself, there may be a limit to the number of items that can be distributed per day and the spread of information.

When using a press release distribution service, information can be delivered to many media with one distribution. Not only can you send releases with or without your company's relationships, but you can also deliver information directly to consumers.

3 Steps to Press Release Distribution

Before you start distributing the press release, let's first understand the work required for distribution and the tips. In press release distribution, mainly press releases 3 steps of "creation", "delivery" and "share" are required.

Step 1. Create a Press Release

First of all, create a press release. Media professionals receive dozens or hundreds of press releases a day. In order to get your press release noticed, you need to be clear about what's unique, what makes your readers feel good about it, and what it's about. Create a press release with a concise structure and easy-to-understand sentences.

It should be noted that the press release is too verbose with the enthusiasm to "tell the details". For the reader, it may be difficult to understand the points. Also, if you use too many technical terms, you may not be able to communicate unless you are a highly specialized reporter. Organize the points and cuts you want to convey in advance, and let's convey the charm firmly with sentences that can be conveyed to everyone.

[Points for creating a press release that will not fail]

•  The title alone conveys the overall content and interest

• The lead sentence is about 2 to 3 lines and the contents of the text are compactly summarized

•  The text conveys the appeal of the content, taking into account current affairs, novelty, interets,  etc.

•  Specify the contact phone number, email address, and person in charge

•  Attach multiple related images and photos as needed (3 or more recommended)

  
  

Step 2. Deliver a Press Release

Once the press release manuscript is complete, the next step is to prepare for distribution. There are two ways to distribute press releases: "Simultaneous/Broadcast Distribution" and "Individual Distribution". Each has its Advantages and Disadvantages.

a. Simultaneous/Broadcast Distribution is a distribution method that uses the "Press Release Distribution Service".

[Example of Delivery Procedure]

1. Submit the completed press release manuscript to the distribution service system.

2. Select the distribution media and timing from the list of distribution destinations of press releases owned and provided by the service side.


【Advantages】

•  You can approach various media with or without your own media relations.

•  Speedy and centralized management from submission to distribution.

•  It will be posted on the press release distribution service site and affiliated media, and information will reach not only to the media but also consumers.


【Disadvantages】

•  Cannot be customized such as changing the text content for each media.

•  Costs may be incurred as service usage fees.


b.     Individual Distribution is a delivery method to contact individually to the media to which you want to send the press releases.

[Example of Delivery Procedure]

1.  Select the delivery destination according to the release content from the "media list" owned by the company.

2.  Send individual press releases to the selected contacts by email (or inquiry form for each media), fax, mail, etc.


【Advantages】

•  You can customize the contents to be sent according to the media type and relationship.

•  Basically, there are no costs other than labor costs for distribution workers.


【Disadvantages】

•  It takes a considerable amount of man-hours to complete the delivery.

• If your company's media relations are weak, the distribution range will also be narrowed.

•  Information can only be delivered to the media.


Step 3. Widely Share the Distribution of the Press Release

In order to deliver the press release more widely, it is necessary to take another measure after the completion of simultaneous/broadcast distribution and individual distribution.

One of the effective means is Twitter, Facebook, Instagram, etc. Information dissemination through SNS. Sharing the announcement of the press release on SNS has the effect of delivering information to a wider range. If you operate an SNS account as a company, you can make a call from that official account, or you can use the personal account of a spokesperson regardless of whether you have an official account.

Also, instead of simply sharing the press release, it is recommended to add comments such as the points of the press release as public relations.

When is the Press Release Delivered? When is the Perfect Day and Time?

It is necessary to control the appropriate delivery timing in order to increase the possibility that the press release will be featured in the media.

The activity schedule of general media personnel is according to the calendar. As a timing when it is easy for media personnel to collect information, we recommend the delivery of "Tuesday, Wednesday, Thursday", which is the middle day of the week. In addition, although it varies slightly from person to person, it is said that the daily schedule of media personnel is often "Collect information in the morning of business days, and have meetings and article production in the afternoon." Given those conditions, recommended delivery timing from 10 am to 11 am.

3 Points When Choosing a Press Release Distribution Service

Use of distribution services that will be a reassuring ally when distributing press releases. There are various distribution services, but what are the things you should be aware of when choosing? Here, will explain three points that would like to emphasize for those who "Do not currently have a sufficient media list" and "Want to reach more media".

Point 1. Whether the price fits your budget

Many companies have a “public relations budget” in advance, and it is necessary to consider the distribution of press releases within the budget. When choosing a press release distribution service, first understand your company's public relations budget and see if it's available for the right amount.

For many paid distribution services, the market price of the usage fee is around 13,000 per delivery. Since it can be used in spots, it is recommended that you first try using several services in parallel to verify the effect. 

Point 2. Number and type of destination media

One of the advantages of using the press release distribution service is that press releases can be distributed to more media at once than in the case of individual distribution. When considering the use of the service, know in advance how many and types of media you want to deliver.

The total number of destination media can be found on each service site or service document. It is a good idea to select a service after comparing the distribution destination media and the number of distributions for each service.

Point 3. With or Without Support

Some press release distribution services offer support for creating and correcting press release manuscripts as an optional plan. If you are worried about mass distribution, such as start-up companies or companies that do not have a public relations system, it is recommended to select a service that has a good support system. It would be nice to be able to accumulate know-how regarding release distribution while relying on staff with excellent public relations experience.

How to Distribute a Press Release in 2 Other Ways?(Not using the Press Release Distribution Service)

In this article, we have focused on distribution services, but there are actually other distribution methods.

Two Other Ways

a. Sharing on SNS
b. Throw into Media Companies

Details of each Delivery Method

a. Sharing on SNS

Posting on SNS can be expected to spread information centered on users of each SNS. Let's disseminate information with a corporate account etc. by devising such as "Incorporate videos", "Use high impact images", "Use hashtags and trend keywords".

b. Throwing Into Media Companies 

"Throwing" is a method of delivering information directly to the press club.

There are Two Advantages: (a) It is possible to have contact with the press, which is not normally involved, and (b) It is easy for a spokesperson to approach because the field of information covered by the reporter is fixed. However, there is a disadvantage that man-hours are required due to some financial costs and adjustment of appointments, so please incorporate it as a means when absolutely necessary.

3 Tips for Sharing Press Releases on SNS

To reach more people with press releases through SNS, prepare a mechanism to make it easier for readers to post and share on SNS. Take the initiative in devising the design and contents so that the press release will be easy to share.

Tip 1. If there is a video material, send it with the playback URL and video data

People are increasingly watching videos on the Web, and I think they are more likely to see shared videos. Video is very useful as a means to visually express the amount of information that cannot be conveyed by text and to convey it efficiently.

In fact, the number of press releases with embedded videos is increasing, and even with the press release distribution service, you can easily embed videos using the video URL. If you have a video related to the content of the press release, such as a new product or new service, an image video or explanation video of the project, or a video recording how to use it, use it as a material.

Tip 2. If there are multiple image materials, use high impact photos

On SNS, image information tends to be more noticeable and shared than text-only information. It is no exaggeration to say that "Visual is the Life of SNS", and users take actions such as seeing attractive images and intuitively like them, or clicking URLs to access links.

That's why, let's select the image material to be provided to the media through the press release based on the fact that it is easy to notice on SNS. Also, it would be nice to be able to select the image set as the main image in the press release distribution service, considering that it will be displayed as a thumbnail when sharing the press release on SNS.

Tip 3. If the content is tied to a specific community of people with the same hobbies, sending a hashtag, trend keywords or posting is also effective

On SNS, there is a specific community of people with the same hobbies, and information is disseminated using common hashtags. If you look at industry and user posts, you may find some exciting hashtags. In addition to hashtags, trend keywords are also born on SNS.

Increasingly, such hashtags and keywords are incorporated into press releases and used in SNS posts. Please use them so that you can increase the number of users who reach the press release by using hashtags and keyword searches.

Conclusion

The press release is over when you create the manuscript and distribute it! It's easy to think, but it's important to devise ways to reach the target properly, rather than delivering it indiscriminately. To get that done, it's important to use the best delivery service for your company. 

For start-up companies and companies that are trying to strengthen public relations in the future, there is plenty of room for consideration of services that have a support system at the time of distribution, and efforts involving employees and related parties are also effective. Please choose the delivery method according to your company's situation and the public relations you are aiming for.