How to Distribute Your Press Release For Maximum Exposure

Press releases are a great way to gain maximum exposure for your brand. Not only do they provide backlinks from authority sources, but they also get your company in front of thousands of eyes.

But surprisingly, so many organizations today lack the basic skills when it comes to press release distribution. That’s what inspired me to write this guide.

Start With One Top PR Wire Service (and Don’t Go Crazy Submitting to Dozens of Free Sites)

Focus on quality over quantity here. I’d rather get featured on just one really great PR site then be featured on a bunch of cheesy bottom-feeders. Here’s why.

The chances of other websites picking up your press release will really increase if they find it on a high-quality authority source. But if the PR site is filled with ads, popups, and spam, people won’t wont to click, read, or share it.

You’ll pay more with this route, but you’ll also get more coverage.

Some examples of solid PR sites include:

• Marketwire.com
• Businesswire.com
• PRWeb.com
• Prnewswire.com

The cost to distribute a press release through one of the above services can range from $150 to $300 per release to as much as $600 to $1,000 or more for national releases with extra features. Spending just under $300 often does the trick.

A few free press release submission sites:

• prleap.com
• i-newswire.com
• prfree.com

These free sites change constantly and are much weaker in terms of distribution reach and SEO potential than the paid sites.

Make Sure You Format Your Press Release Correctly

Proper formatting is key to ensure your press release not only looks professional and credible, but also makes it easier for people to grasp the information you’re presenting.

Here are some formatting tips to keep in mind:

• Start with a compelling headline, centered at the top of the page
• Add a date with your city and state at the beginning of the first paragraph
• Keep your paragraphs short (typically 2-4 sentences each)
• Use subheadings to break up longer press releases
• Include quotes from key people in your company
• Try to keep the press release to just one page
• Start with the most important information (inverted pyramid style)
• Proofread everything for spelling, grammar, and factual accuracy

Some PR sites might have slight variations in the submission guidelines. So you’ll need to adjust accordingly based on those rules.

Timing is Everything

Make sure your best ideas launch when people will be searching for them or when the topic will be on people’s minds.

Things like news cycles, time zones, and major events can either positively or negatively effect the impact of your press release.

For example, the Golf Zone could run a press release during the PGA Championship.

I would avoid releasing major news events when something else can overshadow your store. For most businesses, you’ll have success sending these out in the middle of the week (Tuesdays to Thursdays).

Where do you submit your press releases for maximum exposure?