8 Expert Tips for Press Releases to Earn Maximum Distribution

One of the most significant components of any public relations strategy is to think of opportunities to reach audiences you care about - including customers, prospects, and of course, reporters. 

It all starts with writing press releases that will attract eyeballs and media interest.

Easier said than done, right? 

To earn maximum distribution for your public relations strategy, you must write press releases that will attract eyeballs and media interest. Easier said than done, right? Utilize these 8 expert recommendations we've compiled from PR professionals across the country.

Our public relations survey company sought to find the best press release writing tips from marketing and PR professionals. Keep reading to learn their expert advice.

Benefits of Writing Press Releases

1. Pique reporters interests

As a newspaper journalist with decades’ worth of experience, I have received thousands of releases over the years. 

Done well, they can pique reporters’ and editors’ interest and get coverage for your story. Sometimes there is no other way to get the word out about events. 

But use them judiciously for matters of genuine interest. Journalists are swamped with useless press releases.

Quote provided by Russel Working, Freelance Writer of The Elephant Box

2. Create the foundation for stories

Press releases create the foundation for stories. They exist to express the facts of an announcement with a quote or two from leadership. 

They stay on your website as long as necessary to reinforce your bedrock value proposition to your customers and employees.

Quote provided by William Comcowich, Founder and CEO of Glean.Info

3. Showcase your brand in front of new audiences

When writing a good press release, it can help your brand or product get discovered by a new audience. 

In addition to growing brand awareness, press releases also help generate website traffic through media distribution such as social sharing.

If all of these components are working together, the growth of new audiences can lead to an increase in sales. 

Quote provided by Joran Hofman, Founder of Sales Loves Marketing

How to Write Press Releases for Maximum Distribution

1. Find ways to be newsworthy with exclusive research

Exclusive research is one of the best reasons to create a press release, as it works better than any other news in terms of getting picked up.

Quote provided by Dmitry Dragilev, Founder of JustReachOut.io

As a market research company, Drive Research understands the value of including exclusive research in press efforts. 

To learn more about this process, read our Ultimate Guide to Custom PR Surveys.

Or, watch the short video and continue reading the blow post below.

2. Less is more when it comes to content length

The press release itself should be brief. Cut your words, then cut again. Don’t waste editors’ time. Think of the opening line the way reporters think of the lead with a good hook.

Quote provided by Russel Working, Freelance Writer of The Elephant Box

3. Utilize target distribution

Creating engaging content is one thing, but getting it in front of audiences that care is another. Sometimes PRs get so wrapped up in content that they forget about the importance of targeted distribution. 

The days of mass sending releases are over. Journalists are bombarded with content, so if you have any chance of your release getting picked up you need to make sure what you send them is highly personalized.

This is when a press release distribution service becomes useful. 

Quote provided by Perri Robinson, Head of Enterprise Marketing at Meltwater

Dave Yonkman also agrees with this recommendation by adding, “researching and engaging in the preferences of the journalists who cover your industry – before contacting them – almost never fails to produce effective earned media.”

Quote provided by Dave Yonkman, President of DYS Media

4. Incorporate the inverted pyramid style of writing

When writing a press release you might want to learn more about the inverted pyramid style of writing first. This is a writing methodology used by journalists and other writers. 

The inverted pyramid style of writing is the process of sharing the most important information in the lead paragraph of the press release. Then, include the remaining details from the most fundamental to the lead fundamental.

It is one of the most effective ways to communicate information about a certain topic.

Quote provided by Joran Hofman, Founder of Sales Loves Marketing

inverted pyramid - writing press releases

5. Be strategic with your subject lines and headlines

Writing your press release headline requires a lot of attention to detail. It could very well be the reason news reporters and readers click on the article. 

There are three core tenets of writing a press release headline:

  1. Use action verbs
  2. Be direct
  3. Be comprehensive

Quote provided by Dmitry Dragilev, Founder of JustReachOut.io

Additionally, Russel Working adds that it is best to keep your headlines and subject lines short and snappy. Subject lines usually display no more than five to eleven words. 

He recommends using dynamic verbs and never squandering precious subject line (or headline) space with the words “Press Release” or “Announcement.”

Quote provided by Russel Working, Freelance Writer of The Elephant Box

6. Include supporting quotes

A good way to boost the credibility and personality of your press release to a reader is with supporting quotes. The commentary often comes from those in leadership positions such as a Vice President of Marketing or the company’s founder.

Quote provided by Dmitry Dragilev, Founder of JustReachOut.io

7. Leverage multi-media assets 

Back your press releases with online assets such as a blog write-up, infographics, or video interviews with your internal experts.

Why? Pared-down news outlets don’t have as much time to send reporters dashing about the state these days. Make it easy for them to assemble a story. 

Quote provided by Russel Working, Freelance Writer of The Elephant Box

Here is a great example of an animated infographic. It is a great multi-media asset to include in promoting your press release.

8. Add media contact details + boilerplate text

The last tip is to always include boilerplate text that includes more information about your brand story. Who are you? What products or services do you sell? 

In addition to including an “About Us” section to the press release, make sure to add a media contact details such as the name, email, and phone number of your marketing lead. 

Quote provided by Dmitry Dragilev, Founder of JustReachOut.io

Enhance Your Press Release with Exclusive Research

Drive Research is a full-service market research company specializing in custom PR surveys. When excluding our exclusive research, our press releases have been featured in USA Today, Forbes, CNBC, Yahoo Finance, and other reputable media outlets.

To learn more about our services, contact our team today.

  1. Message us on our website
  2. Email us at [email protected]
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily carroll about the author

Emily Carroll

A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Coordinator. She has earned certificates for both Google Analytics and Google AdWords.

Learn more about Emily, here.

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