Press release distribution guide
To send a press release effectively, deliver a genuinely newsworthy story to a carefully selected group of journalists, in a format they can assess quickly and verify independently. Successful distribution depends on five elements working together: the story, the targeting, the email, the timing and the response process after the send.
Quick answer: how do you send a press release?
Write a factual release, identify the media sectors and audiences affected by the announcement, build a segmented contact list, place a concise personalised pitch in the email body, link to a stable online press release and media assets, send when the target newsroom can act on the story, then follow up once with useful information. Do not send indiscriminately, hide the news behind an attachment or expect distribution alone to guarantee coverage.
Sources: Cision, State of the Media 2025 and Muck Rack, State of Journalism 2025. Survey findings describe the respondents and methodologies used in those studies; they do not guarantee results for an individual campaign.
24Presse field rule: before adding a journalist to the list, complete this sentence: “This story is relevant to this person because…” A precise answer based on the journalist’s beat, recent work, audience or location is a targeting reason. “They work for a large publication” is not.
What is press release distribution?
Press release distribution is the organised process of delivering a news announcement and its supporting materials to journalists, editors, producers, freelancers, newsletter writers, podcasters, specialist publishers and other relevant media contacts.
Distribution is not simply the act of emailing a document. It includes deciding who should receive the story, why it matters to each media segment, how the information will be delivered, when the newsroom can use it and who will answer questions after the send.
| Activity | Primary purpose | Main output | Who controls the final coverage? |
|---|---|---|---|
| Press release writing | Organise the facts and supporting evidence | A structured news document | The organisation controls the release, not the resulting article |
| Distribution | Deliver the release to relevant contacts | A targeted send and accessible resource page | The recipient decides whether to engage |
| Media pitching | Explain why the story matters to one journalist | A short personalised email or conversation | The journalist retains editorial independence |
| Publication | Inform the publication’s audience | Article, interview, broadcast, newsletter item or podcast | The newsroom or publisher |
| Sponsored publication | Buy a clearly labelled placement | Paid content or advertising | Defined contractually, subject to the publisher’s rules |
Key point: sending a release gives a journalist access to information. It does not buy an article, control the angle or guarantee that the story will be published.
What matters most when sending a press release?
Editorial relevance
The story must match the journalist’s subject area, audience, location and format.
Immediate clarity
The headline, first sentence and email subject should reveal the new fact without decoding corporate language.
Verifiable evidence
Names, dates, data, methodology, sources and supporting documents must be available.
Fast response
A named spokesperson and media contact should be ready while the story is still timely.
Responsible frequency
Communicate regularly when you have meaningful news, not simply to remain visible in the inbox.
Respect for the newsroom
Make the journalist’s assessment easier and accept an editorial decision without pressure.
How press release distribution has changed
| Period | Main distribution method | Operational challenge | Skill that mattered most |
|---|---|---|---|
| Before the 2000s | Post, fax, telephone and news agencies | Deadlines, physical delivery and limited access | Newsroom relationships and concise copy |
| 2000s | Email and online press rooms | Deliverability and rapidly growing contact lists | Database management and web writing |
| 2010s | Email, social platforms and multimedia | Fragmented audiences and mobile consumption | Segmentation, visual assets and fast response |
| 2020s | Newsletters, podcasts, creator media, search and AI assistants | Trust, verification and information overload | Source quality, traceability and entity clarity |
| 2026 and beyond | Integrated multi-channel outreach | Keeping facts consistent across every public surface | Editorial judgement, data governance, SEO and GEO |
The core principle has not changed: a newsroom needs a clear fact that matters to its audience. What has changed is the number of possible recipients, the speed at which contact information becomes obsolete and the amount of supporting material expected online.
Is press release distribution worth it?
Distribution is worthwhile when the organisation has a real announcement, a relevant audience, credible evidence and a plan for responding to journalists. It is less effective when used as a substitute for a news story, as a mass-email shortcut or as a guaranteed backlink service.
| Situation | Distribution potential | Recommended approach |
|---|---|---|
| Original research with a transparent method | High when the findings matter to a defined sector | Segment by beat, geography and the most relevant finding |
| Product launch with demonstrable new use | Medium to high | Provide access, pricing, availability, images and limits |
| Senior appointment | Variable | Target trade, regional and corporate media affected by the mandate |
| Company anniversary with no new information | Low | Add a documented milestone, trend, archive or forward-looking decision |
| Attendance at a trade show | Low on its own | Attach a demonstration, study, expert session or exclusive announcement |
| Regulatory, scientific or safety update | Potentially high but sensitive | Use specialist review, primary sources and a prepared spokesperson |
Practical test: ask what a reader can know, do or understand because of the announcement. If the only answer is “become aware of our brand”, the release needs a stronger fact or a different communication format.
How to send a press release: the complete process
- Confirm the new fact. Define exactly what is changing, when it takes effect and who is affected.
- Choose the editorial angle. Connect the fact to the audience of the media you want to reach.
- Write and verify the release. Use a factual headline, a complete lead, sources, quotes, context and contact details.
- Prepare the media assets. Provide images, captions, credits, data, biographies and primary documents through stable links.
- Segment the recipients. Select journalists and outlets by beat, location, publication type, audience and recent coverage.
- Write a concise pitch. Explain why the story is relevant to the recipient and place the news in the first lines.
- Check technical delivery. Test links, sender identity, reply handling, formatting and unsubscribe or preference processes where applicable.
- Choose a useful send window. Work backwards from publication deadlines, embargoes, events and spokesperson availability.
- Follow up once with value. Add a relevant fact, interview opportunity, local angle or deadline rather than asking only whether the email was seen.
- Record outcomes. Track replies, interviews, corrections, coverage, message accuracy and lessons for the next campaign.
Step 1: confirm the newsworthiness before building a list
A press release should be built around a change, result, decision, event or discovery. The news value may come from impact, proximity, timing, evidence, public interest, conflict, rarity, scale or a credible expert interpretation.
The seven-question news test
- What has happened or will happen?
- What is genuinely new compared with yesterday?
- Who is affected and how?
- Can the claim be independently verified?
- Why does it matter now?
- Which type of publication already covers this subject?
- Who can answer difficult questions?
Do not distribute yet when the date is uncertain, the central claim has no evidence, the spokesperson is unavailable or different departments are using contradictory figures.
Step 2: prepare a release that a journalist can use
The release should contain the complete factual foundation of the story without forcing the recipient to search for basic information. For a full writing method, use the Professional Press Release Writing Service, the Press Release Writing Guide, the Press Release Guidelines and the guide explaining what a press release is.
| Element | Question to answer | Frequent failure |
|---|---|---|
| Headline | Can the new fact be understood in one reading? | Slogan, wordplay or unsupported superlative |
| Lead | Are the who, what, where, when, why and how clear? | Long corporate introduction |
| Evidence | Can the central claims be checked? | Data without a source or method |
| Quote | Does it add interpretation, action or consequence? | “We are delighted” without information |
| Availability | Can the product, report, event or service be accessed? | Announcement before the material is ready |
| Contact | Can a real person respond quickly? | Generic inbox monitored too slowly |
| Background | Can an unfamiliar reader understand the organisation? | Internal terminology and unexplained acronyms |
Step 3: prepare images, documents and interview resources
A journalist may decide that the story is relevant but still abandon it because the image rights are unclear, the report is unavailable, the spokesperson cannot be reached or the supporting link requires permission.
Images
Supply high-resolution files, descriptive filenames, factual captions, names, dates, locations, photographer credits and reuse conditions.
Data
Provide the full report, methodology, sample, collection dates, definitions and machine-readable tables where possible.
People
Prepare short biographies, accurate job titles, pronunciations, availability and approved areas of expertise.
Demonstration
Offer access to the product, event, location, research team, customer example or technical specialist when appropriate.
Press room
Use stable public URLs rather than temporary transfer links that may expire before the journalist returns to the story.
Corrections
Nominate one person who can confirm a fact, correct an error and update every public version consistently.
For a complete package, consult the Press Kit Examples: Content, Templates and Best Practices page.
Step 4: decide who should receive the press release
The recipient list should reflect how the story could be covered, not simply the size or reputation of the outlet. A specialist journalist at a smaller publication may be more valuable than a general address at a national title.
| Contact type | What they need | Best use case | How to approach |
|---|---|---|---|
| Staff journalist | A story matching a defined beat and publication audience | Sector news, regulation, companies, public affairs and trends | Reference the beat and a relevant recent article |
| Editor | A clear section-level opportunity and reliable source | Major announcements, comment opportunities and commissioning | Keep the pitch strategic and explain the editorial fit |
| Freelance journalist | A publishable idea that fits one or more commissioning outlets | Features, specialist subjects, interviews and case studies | Understand the freelancer’s current areas and outlets |
| Producer | A strong guest, visual or audio story and precise availability | Radio, television, video and live formats | Lead with the person, timing and broadcast value |
| Newsletter writer | A concise development and a link readers can use | Niche professional audiences and rapid analysis | Show relevance to the newsletter’s recurring themes |
| Podcast host | An informed guest, original perspective and conversational depth | Expert commentary, founder stories and technical explanation | Pitch an episode idea, not a generic press release |
| Blogger or specialist publisher | A useful subject for a clearly defined community | Products, hobbies, technical niches and local communities | Respect editorial independence and disclosure rules |
| Influencer or creator | A relevant format, transparent relationship and audience fit | Demonstrations, consumer products and visual campaigns | Do not confuse earned editorial outreach with paid collaboration |
Journalists
Journalists remain the traditional recipients of a press release. Select them by current beat and recent output rather than an old job title. The guide How to Contact Journalists and the Media: 15 Practical Tips explains how to research and approach them.
Freelancers
Freelance journalists may work across several outlets and formats. Their independence does not make them a secondary audience; it makes accurate research essential. The existing Harvard Business Review resource on working as a freelancer provides broader context on professional freelance practice.
Bloggers and specialist publishers
Specialist publishers may have smaller but highly engaged audiences. Assess editorial quality, transparency, publication history, audience relevance and the distinction between earned coverage and sponsored content.
Influencers and creators
Creators can be useful when the story benefits from demonstration, personal experience or a visual format. Paid or gifted relationships require appropriate disclosure and should not be described as independent editorial coverage.
Step 5: build and maintain a reliable media database
Contact data changes continuously as journalists move publications, change beats, become freelance or leave the industry. A useful database is therefore a living editorial tool, not a spreadsheet purchased once and reused indefinitely.
Recommended fields
| Field | Why it matters | How to maintain it |
|---|---|---|
| Name and preferred form of address | Supports accurate personalisation | Check the journalist’s current byline and profile |
| Outlet and format | Shows where the story may appear | Record print, web, broadcast, newsletter, podcast or freelance status |
| Beat and subtopics | Prevents irrelevant outreach | Use recent published work, not only a profile label |
| Geography | Supports local and regional relevance | Record the area covered rather than only the office location |
| Contact channel | Reflects the journalist’s working preference | Use professional email, submission route or stated preference |
| Recent relevant work | Provides a real reason for the pitch | Add a link and date before each campaign |
| Interaction history | Protects the relationship from repetitive outreach | Record replies, preferences, interviews and corrections |
| Last verification date | Reveals stale records | Recheck before every important send |
24Presse experience: the platform uses a professional media database described as being updated daily and organised by media type, country, industry and editorial focus across more than 450 categories. These first-party service characteristics should be confirmed for the precise campaign scope at the time of ordering.
Manual list, commercial database or distribution provider?
A manual list offers control but requires sustained research. A commercial database gives broader access but still requires editorial selection. A distribution provider combines the database with campaign execution, while a PR agency adds strategy, relationship management, interviews and follow-up.
Step 6: write the email pitch
The email pitch and the press release perform different jobs. The release supplies the full factual record. The pitch explains why the story belongs in this journalist’s inbox.
A practical pitch structure
Subject: [New fact] + [useful consequence, figure or location]
Opening: one sentence showing why the story fits the journalist’s beat or recent work.
News: the new fact, date and affected audience.
Evidence: one strong figure, example or source.
Offer: interview, demonstration, local data, report, images or access.
Link: stable release and media resources.
Signature: named contact, direct telephone and availability.
Example of a concise pitch
Subject: French manufacturers cut inventory checks from three stages to one
Hello Alex,
Your recent coverage of asset-management tools for small manufacturers makes this launch relevant to your technology and operations readers.
Company Name is releasing a system on 12 September that reduces its standard inventory-control workflow from three stages to one while retaining human approval. The claim is supported by a six-month pilot with three industrial sites; the method and limitations are available in the release.
The product lead and one pilot customer are available for interview on Tuesday or Wednesday. Images, pricing and the full release are available here: [stable link].
Best regards,
Named media contact
Direct telephone
What not to write
- “I hope you are well” followed by several paragraphs before the news.
- “This will be perfect for your readers” without explaining why.
- “Revolutionary”, “unique” or “market-leading” without comparative evidence.
- A request for publication before the journalist has assessed the story.
- A copied list of every product feature.
- A fake reply, misleading “Re:” subject line or false urgency.
The older external article retained from the original page, How to Write a Press Release, offers additional historical guidance. Apply current newsroom preferences and the more recent survey evidence cited above.
Step 7: send the email correctly
| Technical choice | Recommended practice | Reason |
|---|---|---|
| Sender name | Use a recognisable person and organisation | The recipient can identify responsibility immediately |
| Reply address | Use a monitored mailbox | Questions often arrive soon after the send |
| Press release format | Place the essential information in the email and link to a web version | The story can be assessed without opening a file |
| Attachments | Avoid unsolicited large attachments; use stable download links | Reduces friction, security concern and mailbox weight |
| Images | Use a light preview or link to a press room | Preserves email readability while keeping assets available |
| HTML | Use simple responsive formatting with a readable text fallback | Complex templates may render poorly or resemble marketing mail |
| Links | Test every URL in a private window | Prevents permission errors and broken resources |
| Authentication | Configure the sending domain correctly and follow provider requirements | Supports identity, deliverability and abuse prevention |
| Volume | Send only to a relevant, lawful and maintained list | Reduces complaints and protects sender reputation |
For current bulk-sender and authentication requirements, consult the official Gmail sender guidelines. Requirements vary by provider, sending volume and jurisdiction.
Do not paste the entire media list into CC. It exposes contact data, reveals indiscriminate targeting and creates reply-all risk. Use an appropriate sending system or individual messages.
Existing short video: the mechanics of sending a release
The video below is retained from the original page. Before watching, focus on the relationship between the release, the recipient selection and the delivery process.
After the video, compare the process with the checklist below. The decisive step is not pressing “send”; it is proving that each recipient has a reason to care.
Existing keyboard video: preparing the message
This short visual illustrates the drafting and sending stage. It is presented with controls and without forced autoplay so that the page remains accessible and respectful of the user’s device.
Video conclusion: clean formatting helps, but relevance, evidence and fast human response determine whether the email becomes a useful editorial lead.
Step 8: choose the right time to send
There is no universal “best day” or “best hour” for every journalist. The correct timing depends on the outlet, publishing rhythm, time zone, embargo, event date, type of announcement and availability of the people who must respond.
| Media type | Timing consideration | What to check |
|---|---|---|
| Daily news site | Rapid news cycle and frequent updates | Current agenda, breaking news and reporter availability |
| Print daily | Edition deadlines and page planning | Section deadline and whether the story needs photography |
| Magazine | Longer commissioning and production lead time | Editorial calendar, issue theme and closing date |
| Radio or television | Guest, studio and production constraints | Live windows, recording location and spokesperson availability |
| Newsletter | Fixed dispatch schedule | Editorial cut-off and recurring format |
| Podcast | Advance guest booking and editing | Episode themes, recording calendar and release date |
| International campaign | Multiple time zones and local news cycles | Local holidays, language review and regional spokespersons |
Work backwards from the editorial need
- Identify the publication or broadcast date you are trying to influence.
- Ask how much reporting, testing, travel or legal review the journalist may need.
- Allow time for interview scheduling and additional questions.
- Keep the spokesperson available immediately after the send.
- Avoid distributing major news when the organisation cannot respond.
- Monitor competing events without using manufactured urgency.
Editorial-calendar opportunity: recurring features such as summer skincare, Christmas drinks, recruitment trends or annual investment guides may create demand for relevant sources. Research the theme and deadline; do not send a generic release simply because a calendar exists.
Step 9: follow up without damaging the relationship
A follow-up should make the story easier to assess. It should not be a repeated request for attention. One relevant follow-up is often enough unless the journalist has replied or new information materially changes the story.
| Useful follow-up | Weak follow-up |
|---|---|
| “The regional figures are now available for your area.” | “Just checking whether you saw my email.” |
| “The research lead can speak between 14:00 and 16:00 today.” | “Please confirm publication.” |
| “The embargo has moved because the regulator published early.” | “This is your last chance.” |
| “A customer has agreed to discuss the implementation.” | Sending the same release again with no context |
| “The event capacity is nearly full; the media accreditation deadline is Friday.” | Calling repeatedly during a newsroom deadline |
When a journalist replies
- Answer the exact question first.
- State clearly when a fact still needs verification.
- Send promised documents quickly.
- Keep everyone working from the same approved figures.
- Respect “not interested” and contact preferences.
- Record useful feedback for future campaigns.
Step 10: measure distribution quality, not only volume
Open rates and delivery reports can help diagnose technical problems, but they do not prove editorial impact. The most useful evaluation connects the send to conversations, reporting activity, published coverage, message accuracy and business or organisational objectives.
| Measurement layer | Examples | What it reveals |
|---|---|---|
| Delivery | Valid addresses, bounces, authentication and rejected messages | Technical health of the list and sender |
| Engagement | Replies, requests, interviews, downloads and event registrations | Whether the story created editorial interest |
| Coverage | Articles, broadcasts, newsletters, podcasts and citations | Where the story appeared |
| Quality | Outlet relevance, prominence, accuracy, tone and message inclusion | Whether the coverage reached the intended audience correctly |
| Outcome | Qualified traffic, enquiries, applications, attendance or stakeholder response | How coverage contributed to the communication objective |
| Learning | Reasons for rejection, questions asked and angles selected | How to improve the next story and contact list |
Press release distribution options compared
| Method | Strengths | Limitations | Best suited to |
|---|---|---|---|
| Manual individual outreach | High control and personalisation | Time-intensive research and maintenance | Small, highly specific journalist lists |
| Professional distribution platform | Database access, segmentation and campaign execution | Still requires a strong story and accurate targeting | Companies and agencies needing efficient targeted distribution |
| PR agency | Strategy, relationships, pitching, interviews and issue management | Higher cost and need for close client involvement | Complex, sensitive, ongoing or high-value campaigns |
| Newswire or syndicated publication service | Broad publication footprint and stable online copies | Publication does not equal independent media coverage | Regulated disclosure, investor communication and broad discoverability |
| Owned press room only | Full control and permanent source page | Limited discovery without outreach | Supporting every campaign, not replacing distribution |
| Social posting | Direct access to existing communities | Algorithmic reach and limited journalist targeting | Amplification after the official source is available |
24Presse indicative pricing retained from the original page
| Package | Indicative price shown on the source page | Average per release |
|---|---|---|
| 1 press release | €395 | €395 |
| Pack of 3 | €585 | €195 |
| Pack of 5 | €745 | €149 |
| Pack of 10 | €1,195 | €119.50 |
Prices and package contents can change. Confirm the current scope, countries, languages, writing, translation, targeting and reporting on the press release distribution pricing page before ordering.
Choose the right distribution format
Share the announcement, preferred date, countries, languages, sectors, existing materials and objective. 24Presse can distinguish between a one-off targeted send, professional writing, translation, international distribution or a broader PR programme.
How to distribute a press release internationally
International distribution is not the same release sent to a larger list. News value, terminology, legal context, spokesperson availability, media structure and cultural expectations vary by market.
International workflow
- Choose markets for a reason. Link each country to customers, operations, regulation, investment, partners or a local consequence.
- Localise the angle. Explain why the announcement matters in that market rather than translating the corporate message literally.
- Use professional language review. Check names, dates, currency, measurements, idioms, legal terms and sector vocabulary.
- Build local lists. Select journalists by national and regional media structure, beat and language.
- Prepare local contacts. Provide a spokesperson who can respond in the journalist’s language and time zone.
- Coordinate publication times. Prevent accidental early publication across markets.
- Measure by market. Compare relevance and outcomes, not only the total number of contacts.
Translation is not localisation. A grammatically correct release can still fail when the angle, examples, evidence or call to action have no relevance to the target country.
Embargoes, exclusives and advance access
| Approach | When it can help | Essential condition | Main risk |
|---|---|---|---|
| Embargo | The story requires preparation, testing, interviews or technical review | The journalist agrees to the date before receiving restricted information | Assuming that an unsolicited embargo is automatically binding |
| Exclusive | A publication can develop a distinctive story with meaningful access | The scope, timing and exclusivity are explicit | Offering the same exclusive to several outlets |
| Advance briefing | Complex or sensitive information needs explanation | Facts, attribution rules and publication timing are understood | Briefing before the organisation is ready to answer |
| Under embargo with broad distribution | Multiple media need preparation time for a major announcement | Consistent materials and controlled timing | Leaks, confusion across time zones or conflicting versions |
Embargoes work through professional agreement and trust. State the date, time and time zone clearly, and make the public source page available at the agreed moment.
Sending a press release about a sensitive or crisis issue
A crisis release must prioritise confirmed facts, public impact, action taken, available help, spokesperson accountability and the timing of the next update. It should not speculate, minimise uncertainty or use promotional language.
Minimum crisis information
- What is confirmed and at what time.
- Who or what may be affected.
- What the organisation is doing now.
- Which authority or independent body is involved.
- Where people can obtain practical help.
- Who is authorised to speak.
- When the next update will be provided.
Do not wait for perfect information before acknowledging a serious issue. State what is known, what is not yet known and when verified information will follow. Legal, safety and specialist review may be required.
SEO, Google News, Discover and generative-engine optimisation
A public press release page serves as the stable primary source for the announcement. It should be written for journalists and readers first, then structured so search engines and AI systems can identify the entities, facts, dates, sources and relationships accurately.
SEO and publication fundamentals
- Use one descriptive H1 and a distinct title tag.
- Keep the canonical URL consistent and indexable.
- Show the publication date, meaningful update date, author and reviewer.
- Use a large, relevant primary image with descriptive alt text.
- Link to primary documents and related internal guides.
- Keep names, figures, dates and product terminology consistent.
- Use concise headings that answer real search questions.
- Correct material errors visibly and update every public version.
GEO: make the announcement easy to understand and cite
- Define the organisation, product, event, people and locations explicitly.
- Place a concise factual summary near the beginning.
- Associate every important number with a source, date and method.
- Use tables for comparisons and lists for procedures.
- Separate observed facts from forecasts, opinions and promotional claims.
- Provide stable source links rather than inaccessible attachments.
- Explain acronyms and specialist terminology.
- Use an identifiable author and a clear editorial responsibility chain.
Google Discover and Google News
Google explains that eligible indexed pages may appear in Discover without special markup, but appearance is not guaranteed. Large relevant images, accurate headlines, original value and a strong page experience matter. Google News transparency guidance emphasises clear information about the publisher, authors, dates and contact routes.
- Google Search Central: Discover guidance
- Google News transparency guidance
- Google Search Central: publication dates
- Reuters standards and values
- PRSA: the role of public relations
Freshness must be real: update the date only when the page receives a substantive change such as new evidence, pricing, platform guidance, examples, methodology or service information.
The most common press release distribution mistakes
| Mistake | Why it fails | Better practice |
|---|---|---|
| Sending to every available contact | Creates irrelevant outreach and complaints | Build a small list with a documented relevance reason |
| Using an old database without verification | Roles, beats and addresses change | Check current bylines and contact preferences |
| Hiding the story in an attachment | Adds friction and security concern | Put the essential facts in the email and link to the source page |
| Writing a promotional subject line | The journalist cannot identify the news | State the fact, consequence, figure or location |
| Combining several announcements | The angle becomes unclear | Use one main story per release |
| Sending before assets are ready | The newsroom cannot complete the story | Prepare images, data, contacts and documents first |
| No available spokesperson | The opportunity expires while answers are sought | Block interview time immediately after distribution |
| Repeated “just checking” emails | Adds no editorial value | Follow up once with a new fact or useful offer |
| Confusing syndication with earned coverage | Overstates the result | Separate publication, independent reporting and paid placement |
| Using AI-generated claims without verification | Can introduce errors, invented quotes and false sources | Require human approval of every fact, name, figure and link |
| Changing the page date without real updates | Weakens trust and transparency | Document substantive revisions |
| Demanding approval of the journalist’s article | Conflicts with editorial independence | Offer technical fact-checking only when requested |
Press release distribution checklists
Story
- One new fact
- Clear affected audience
- Verified evidence
- Named spokesperson
- Publication date confirmed
Release
- Factual headline
- Complete lead
- Useful quote
- Source links
- Contact details
Assets
- High-resolution images
- Captions and credits
- Reuse rights
- Methodology or report
- Stable press-room links
Targeting
- Current beat checked
- Recent work reviewed
- Geography relevant
- Outlet format matched
- Duplicate contacts removed
- Clear subject line
- Pitch under control
- News in first lines
- Links tested
- Replies monitored
Follow-up
- One useful follow-up
- Interview slots ready
- Answers coordinated
- Preferences recorded
- Coverage reviewed
Five-minute final control
- Read only the subject line and first two sentences. Is the news obvious?
- Open every link in a private browser window.
- Call the media telephone number and confirm that someone answers.
- Search the central statistic and confirm its source and definition.
- Remove every recipient whose relevance cannot be explained.
Decision tree: how should you distribute this announcement?
1. Is there a new and verifiable fact?
No: use another communication format or develop the story further.
Yes: continue.
2. Is the subject relevant to fewer than 20 clearly identifiable journalists?
Yes: use highly personalised individual outreach.
No: continue.
3. Does the campaign span several sectors, countries or languages?
Yes: use a professional database, localisation and coordinated distribution.
No: a focused platform campaign may be sufficient.
4. Does the subject require relationship management, interviews or specialist explanation?
Yes: use PR agency support rather than distribution alone.
No: targeted distribution and a prepared internal contact may be enough.
5. Is the announcement regulated, market-sensitive, scientific or crisis-related?
Yes: add legal, compliance or specialist review and control the timing carefully.
6. Is broad online publication required independently of earned coverage?
Yes: assess a wire or syndicated publication service in addition to targeted journalist outreach.
Recent press release examples from 24Presse
The examples below were linked from the original page. They illustrate different sectors, announcement types and geographic scopes. Their presence does not imply that every release received independent editorial coverage.
Browse all press releases published by 24Presse or consult press release examples and models.
Author, experience and professional review
François Marsteau
CEO of 24Presse and a public-relations professional since 2010. His work covers press release writing and distribution, journalist targeting, media relations, corporate communication, media monitoring, SEO, generative-engine visibility and online reputation.
Professional review
Antoine Cassagne-Latute, a PR consultant trained at CFPJ with twenty years of professional experience, reviews 24Presse content relating to media relations, writing and campaign practice.
Press release distribution glossary
| Term | Definition |
|---|---|
| Beat | The subject area a journalist covers regularly, such as finance, technology, health or local government. |
| Boilerplate | A short standard description of the organisation at the end of a press release. |
| Bounce | An email that cannot be delivered to the recipient’s server or mailbox. |
| Embargo | An agreed date and time before which supplied information should not be published. |
| Earned media | Independent editorial visibility that has not been purchased as advertising. |
| Exclusive | A story, access or information offered to one publication under defined terms. |
| GEO | Optimisation that helps generative engines understand, retrieve and cite information accurately. |
| Media database | A maintained collection of journalists, outlets, beats, contact routes and interaction history. |
| Media pitch | A concise personalised proposal explaining why a story is relevant to a journalist. |
| Newswire | A service that distributes and may publish releases through a broad network. |
| Press kit | A collection of releases, images, data, biographies and background documents. |
| Press release | A factual document presenting an organisation’s news to the media. |
| Press room | A stable online area containing releases, contacts and downloadable resources. |
| Segmentation | Dividing contacts into relevant groups by beat, location, format or audience. |
| Syndication | Republishing the same content through several sites or distribution partners. |
| Targeting | Selecting recipients with a demonstrable editorial reason to receive the story. |
FAQ: how to send and distribute a press release
1. What is a press release?
A press release is a factual document used to present a new and verifiable announcement to journalists and media outlets.
2. How do you send a press release?
Prepare the verified release and assets, select relevant journalists, write a concise pitch, link to the public source page, send at a useful time and respond quickly.
3. Who should receive a press release?
Only journalists, editors, producers, freelancers, newsletter writers, podcasters or specialist publishers whose current work makes the story relevant.
4. Should the press release be pasted into the email?
Place the essential facts and pitch in the email, then link to a complete accessible web version. A short copy below the pitch can also be useful.
5. Should a press release be sent as a PDF attachment?
A PDF may be offered as an optional download, but unsolicited large attachments create friction. A stable web page and asset links are usually more practical.
6. What should the subject line contain?
State the new fact and, when useful, the key consequence, figure, date or location. Avoid slogans and manufactured urgency.
7. How long should the email pitch be?
Keep it concise. Many journalists prefer pitches under 200 words, but relevance and clarity matter more than a fixed count.
8. How long should the press release be?
About 300 to 600 words works for many announcements. Complex scientific, financial or regulatory stories may require more structured context.
9. What is the best day to send a press release?
There is no universal best day. Choose the window that fits the target outlet’s deadlines, time zone, agenda and the availability of your spokesperson.
10. What is the best time to send it?
Send early enough for the journalist to act, but not so early that the story is buried. Research the specific publication and programme schedule.
11. How many journalists should receive one release?
There is no ideal number. A smaller well-researched list is usually better than a large list whose relevance cannot be explained.
12. How often can a company send press releases?
Send whenever there is meaningful news for a defined audience. Regularity can build familiarity, but frequency without value creates fatigue.
13. How many times should a journalist be followed up?
One useful follow-up is often enough. Continue only when the journalist has replied or genuinely new information changes the story.
14. Can a journalist be called after the email?
Yes when telephone contact is appropriate to the journalist and the story is relevant. Avoid repetitive calls and newsroom deadline periods.
15. What makes a press release newsworthy?
A new fact, public or sector relevance, credible evidence, timely consequences and a clear reason for the target publication to cover it.
16. Is press release distribution worth it?
It can be worthwhile for a genuine announcement with strong targeting and follow-up. It is not a guarantee of independent coverage or search rankings.
17. How much does 24Presse distribution cost?
The source page lists indicative prices from €395 for one release, with lower average costs in packs. Check the current pricing page before ordering.
18. What is the difference between a distribution platform and a PR agency?
A platform supports database access and delivery. An agency also provides strategy, relationships, pitching, interviews, issue management and campaign advice.
19. What is a media database?
It is a maintained record of media outlets, journalists, beats, contact routes, preferences, recent work and interaction history.
20. How often should a media database be updated?
Check important records before every campaign and record the verification date. Roles and editorial responsibilities change continuously.
21. Can press releases be sent to freelancers?
Yes. Research the freelancer’s current subjects and commissioning outlets, then pitch the story rather than treating the contact as a generic list entry.
22. Can they be sent to bloggers and influencers?
Yes when the audience and format are relevant. Keep editorial outreach separate from paid or gifted collaborations and follow disclosure requirements.
23. What should an image link include?
High-resolution files, factual captions, names, location, date, photographer credit, rights owner and clear reuse conditions.
24. What should be included with research data?
Provide the full report, methodology, sample, fieldwork dates, definitions, limitations and a contact who can explain the analysis.
25. What is an embargo?
An embargo is an agreed publication date and time. Ask the journalist to accept it before sharing restricted information.
26. What is an exclusive?
An exclusive gives one publication defined access, information or timing. The scope must be clear and must not be offered simultaneously elsewhere.
27. Can AI write or distribute the release?
AI can assist with drafting, research organisation and list analysis, but humans must verify every fact, source, quote, recipient and privacy decision.
28. Does distribution improve SEO?
It may generate discovery, mentions, branded searches and links, but publication or ranking is not guaranteed. Avoid duplicate low-value syndication strategies.
29. How do you optimise a release for AI search?
Use clear entities, dated facts, concise answers, source links, tables, consistent terminology, identifiable authors and explicit distinctions between fact and opinion.
30. Can a press release appear in Google Discover?
An indexable, policy-compliant page may be eligible. Large relevant images, original value and accurate headlines help, but appearance is never guaranteed.
31. What does Google News transparency require?
Publish clear information about authors, dates, the publisher, editorial responsibility and contact routes, and follow Google’s content policies.
32. How is distribution success measured?
Measure delivery, relevant replies, interviews, editorial coverage, accuracy, audience quality and contribution to the campaign objective.
33. What should happen after coverage appears?
Verify accuracy, thank the journalist appropriately, record the result, share the coverage responsibly and analyse which facts and angles were used.
34. What should you do if an article contains an error?
Identify the exact factual error, provide the correction and attach a reliable source. Do not confuse an error with disagreement over the journalist’s angle.
35. Can the company approve the article before publication?
Normally no. A journalist may offer a technical fact check, but editorial wording, selection and interpretation remain the publication’s responsibility.
Methodology, source policy and update process
This guide retains the original page’s subject, URL, WordPress-managed H1, useful internal and external links, images, videos, pricing information, author references, FAQ topics and linked press release examples. The content has been rewritten to separate factual guidance, first-party 24Presse experience, external survey evidence and practical recommendations.
Source hierarchy
- Primary sources: official reports, platform documentation, research methodology, company documents and public statements.
- Professional standards: recognised journalism, public-relations and search-engine guidance.
- 24Presse first-party information: service process, pricing pages, database organisation and operational observations, clearly identified as such.
- Examples: published releases used to illustrate formats, not to prove independent coverage or campaign success.
Main external sources
- Cision, State of the Media 2025
- Muck Rack, State of Journalism 2025
- Google, Gmail sender guidelines
- Google Search Central, Discover
- Google News transparency guidance
- Google Search Central, publication dates
- Reuters, standards and values
- PRSA, all about public relations
- Harvard Business Review, freelance professional practice
- Forbes, historical press release writing guidance
Update policy
Statistics, prices, technical requirements, platform policies, example links and service descriptions should be reviewed whenever the page receives a substantive update. Minor typographical corrections alone should not trigger a new editorial date.
Conclusion: make the journalist’s decision easier
The strongest distribution campaign does not begin with a large database. It begins with a fact that matters, evidence that survives scrutiny and a clear understanding of the people who cover the subject.
Before sending, ask four questions: What is new? Why does it matter to this recipient? Can every important claim be verified? Who will answer immediately? When those answers are strong, the email becomes shorter, the list becomes smaller and the campaign becomes more credible.
Send your next press release with 24Presse
Provide the subject, target date, countries, languages, priority media sectors, existing assets and communication objective. The team can recommend professional writing, targeted distribution, translation, a press kit or broader PR support.
