The Dos and Don’ts of Press Release Distribution

For many years, press releases have been a crucial instrument in public relations. They serve as a means for companies, nonprofits, and governmental bodies to inform the public and the media about their goods, services, or projects. A press release that has been properly produced and delivered can increase brand awareness, attract new clients or consumers, and receive media attention. A poorly written press release, on the other hand, may have the opposite impact and end up hurting an organization’s reputation or failing to spark any interest at all. To make sure that the news releases issued by your company are successful and well-received, we will examine the dos and don’ts of press release distribution in this article.

Dos of Press Release Distribution

Write a compelling headline:

Journalists and editors will read your headline first. It must appropriately summarize the press release’s content and be succinct and memorable. To distinguish your press release from those sent by other companies, you must make the title catchy.

Include an engaging lead:

The lead should summarize the most important information in the release and entice the reader to continue reading. It should also include a hook that makes the reader want to learn more. The lead should answer the questions of who, what, when, where, why, and how, and provide context for the rest of the press release.

Make it newsworthy:

A press release needs to be newsworthy to grab the attention of journalists. Think about if the knowledge you are sharing is actually novel, fascinating, or significant. If not, think about whether it is really worthwhile to issue a press release. Your press release should include a current news hook that makes it fascinating and relevant for the media and the general audience.

Include quotes:

Your press release can gain credibility and depth by including quotes from the organization’s top officials or other pertinent sources. Additionally, quotes can add a personal touch that makes the content more interesting and relatable. Quotes can be used to support the main point of the press release, offer a contrasting viewpoint, or provide more details.

Follow the AP Style Guide:

The Associated Press (AP) style manual can help you write press releases that are easier to read and understand for editors and journalists. Make careful to adhere to the formatting, punctuation, and capitalization rules. Your press release will seem professional and be simple to read as a result.

Use multimedia:

Adding multimedia components to your press release, such as photographs, videos, or info graphics, can help it become more captivating and eye-catching. Just be sure that any multimedia you include complements the release’s content rather than detracts from it. Multimedia may make your press release more shareable on social media and help you convey the story of it in a more captivating way.

Target your distribution:

While it may seem like a good idea to send your press release to a variety of media outlets, this isn’t necessarily the best course of action. Choose outlets that are most likely to be interested in your organization and the information you are giving as your target audience instead. This will improve the likelihood that your release will be picked up and covered. Target your distribution to channels that serve the audience you are seeking to reach by keeping that audience in mind.


While knowing what to include in a press release is important, it’s equally important to know what not to include. Here are some common don’ts of press release distribution that can help ensure your press release is effective.

Don’ts of Press Release Distribution

Don’t exaggerate or use hype:

It’s crucial to be truthful and direct in your press release. Avoid using language that is spectacular or overdone and can be interpreted as hype. Hyperbole can turn off journalists who are searching for reliable and accurate information. Remain factual and let the data speak for itself. Make sure it’s brief and to the point because journalists and editors receive innumerable press releases every day. A press release should be between 300 and 500 words long and not more than one page long. Consider dividing the content into several shorter press releases if it is too complex to fit inside these restrictions.

Don’t use industry jargon:

While it may be tempting to use industry-specific jargon and technical terms, this can make your press release difficult for non-experts to understand. Avoid using jargon and instead use clear and simple language that everyone can understand. This will help to ensure that your press release is accessible and understandable to a wide range of readers.

Don’t forget to proofread:

A press release with grammatical, spelling, or punctuation issues may reflect poorly on your company and reduce the likelihood that journalists will choose to publish it. Before distributing a press release, make sure to reread it several times and maybe even have someone else look it over. Your release will be more polished and free of errors as a result.

Don’t send it out to irrelevant media:

While it may seem like a good idea to send your press release to every media outlet you can find, this isn’t always the best course of action. Send your press release to publications only if they are appropriate for your company and the information you are delivering. Sending it to unrelated media outlets could be a waste of their time and harm the credibility of your company.

Don’t forget to follow up:

Sending out a press release does not ensure that it will be read and reported on by journalists. The media outlets you sent your release to should be contacted again to make sure they received it and to address any queries they may have. By following up, you can improve the likelihood that your release will be covered.

Don’t make it all about your organization:

While a press release is supposed to highlight your company’s achievements, it’s crucial to also take the readers’ demands and interests into account. Whether you’re sharing fresh, intriguing information, solving an issue, or delivering professional advice, make sure your press release adds value to the readers. You may boost the likelihood that your press release will be read and shared by adding value for the readers.


In conclusion, a well-written and well distributed press release can result in media attention; draw in new clients or consumers, and increase brand recognition. You can effectively communicate your organization’s message to the public by adhering to these dos for press release distribution. Likewise, by avoiding these common don’ts for press release distribution, you can improve the effectiveness of your press release and raise the likelihood that it will be picked up and covered by journalists. Make sure the readers will find value in your press release by keeping it truthful, succinct, and easy to read. By doing this, you can effectively spread the word of your company to the general public and increase brand recognition.

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