Press Release Distribution: Choosing the Right Channels for Your Message

After writing a good press release, distributing it is another level to master. This involves choosing the right channel and the distribution process. 

By mastering press release distribution, your press release will be picked up by the right media partner and reach its target. 

Press Release Distribution Process 

The first thing you need to do is understand the distribution process. Here are a few steps to distributing your well-written press release:

1. Set the Goals 

Every press release starts with clear objectives.  The primary goal of press releases is to share important news about a brand. But there are many other goals, one of which is to deflect negative issues. 

If you want to deflect a small negative issue, you may just want your release to be published on the media partner's website. 

But if you want to deflect (a) major negative issue(s), other than on the media partner's website, your press release also needs to be shared on their social media. 

2. Identify the Target Audience 

Rather than distributing a press release to a wider and less affinitive group, it is much more effective to distribute the release to a small group based on your niche. 

For example, your brand is launching a new beauty product. Write the explanation and benefits of this product. Then distribute it to a media partner that focuses on beauty. Your target audience will read your release through that media partner's website and/or social media. 

If you send it to a major news site, it is likely to be an ineffective way of reaching your target audience. 

3. Distribute the Release 

You can choose between two basic approaches: working with a distribution partner or distributing it yourself.   

If you prefer to distribute it yourself, you will need to build a media contact list consisting of the names of media partners, journalists, media partner contact information, and release submission guidelines. 

To find this information, you will need to dive into LinkedIn or search engines. However, there is no guarantee that your release will be published.  

But if you don't have the time, you can pay a distribution partner a reasonable fee and get a publication guarantee. 

Just type "press release distribution partner" into your search engines and you will find a number of distribution partner lists. The distribution partners already have the media contact list. So they can immediately distribute your release to the right journalists, media contacts, and even influencers.      

How Do I Choose the Right Distribution Channel for My Press Release? 

If you decide to distribute the release yourself, you will need to do your research to ensure that your media partners meet your objectives. 

Find out about their website traffic and social media insight to get the best media coverage. Also consider whether they have your target audience. 

For example, you sell a healthy snack for vegetarians. Then you need to find a media partner that focuses on health. 

If you decide to work with a distributor, here are some things you should consider to find the right one:  

A reasonable price based on your capabilities and services.  
-Reviews from other brands. 
-Plenty of media that fits your niche (beauty, automotive, etc.) because more is always better. 
-Additional services such as: interactive content, great backlink, customisable, etc. 
-Best support, such as 24/7 availability, SEO-friendly editing, etc. 
-Free trial to test visibility.  
-Full reporting to measure the success of your press release.       

Once you have found the right partner, here are the steps: 
-Find the best press release distribution partner.
-Select a partner and schedule.
-Select a release date and target audience based on demographics.
-Submit your release and visuals.
-Select any additional services you require, such as: website and social media posting, national media, automotive media, or direct email to journalists.
-Complete payment. 

Choosing the right media partner to publish your release can be time-consuming. This is why you can use a press release distribution partner like VRITIMES to get your release published with the right media partner.