Building a Press Release: Distributing Your News Release

Direct Distribution

You can send the news release directly to the media yourself, using the mail or email. When in doubt about the best option, ask the journalists you will be sending your release to. This can have the advantage of creating a more personal connection with the people you send the release to. It can also be a more cost-effective option if you are targeting a small list of journalists.

Timing & relevance to maximize results: 

It is best to send your news release early in the day and you will have a better chance of getting your story noticed if your release is not sent on a busy news day. For example, sending a news release out as a major strike or natural disaster was taking place would not be good timing. Monday and Tuesdays are usually busy news days and by Friday most assignments have been handed out as journalists get ready for the weekend.

One of the best ways to get your news release noticed is to “piggyback” or “tag” your story on a popular current topic. This tactic has been used for years in journalism, but it was recently given the fancy new moniker: news-jacking, where companies create their social media shares based on the breaking news stories of the day.

You don’t have to look far to find both successes and epic “newsjacking” fails. Of course the fails often stand out more than the successes. Be careful: if an issue is politically or emotionally sensitive, seeming to capitalize on it for your own gain could damage your company’s goodwill and public perception.


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