You have something to say. Something really worthwhile. Your company is doing good work, you're launching something new or you have an opinion on something going on in your sector. You know there are people who want or even need to hear about it. Instead of sending out a press release, that story is left lying around. On your desk, in your head, somewhere in a draft folder on your laptop.
It's a shame.
As a knowledge entrepreneur with a social purpose, you have more to say than you think. And the media are genuinely interested in it, provided you get it right.
In doing so, sending out a press release is one of the most powerful tools you have. It is not an advertisement. You don't pay for it. It is an invitation to journalists to tell your story to a large audience. Free publicity, increased visibility, and expert status that you don't buy but earn.
Only: most entrepreneurs don't know exactly how it works. Sending a press release to a random list is often the chosen strategy. They hear nothing back and think: it won't work anyway. While the problem is rarely the story, but almost always the approach.
This article answers the questions that come up most often about sending a press release. What should it contain, who do you send it to, when do you do it, what does it cost and how do you make sure it is actually read? After reading, you will know exactly what is involved, and why this work requires more than an hour of googling and sending.
How do you get in touch with a journalist?
This is immediately the question most entrepreneurs stumble with. Reaching out to a journalist is not the same as sending someone an email.
A good journalist is not waiting for a generic press release that he or she receives along with hundreds of other messages. What does work is relevance. A journalist who regularly writes about your industry is the person you want to reach. Not the editor-in-chief, not the news desk in general.
Do a targeted search. Who writes about topics that touch on what you do? Read a few articles by that person. Understand how he or she thinks. And approach him or her as a human being, not as a conduit.
LinkedIn, Twitter and media websites are good starting points to find contact details. Many journalists themselves mention how and what they want to be contacted about. Use that information. A message that ties in with what someone is already writing has a much greater chance of being read.
Sending a press release, how do you do it?
Most press releases are sent by e-mail. Or via a dedicated form on the medium's website. But the press release itself is not the only thing that counts. The mail you write around it is just as important.
That email is the envelope of your message and your first impression. Start with the journalist's name, not "Dear Editor" or "To whom this reads. In two or three sentences, write why you are sending this message to this person. Not what you gain from it, but what makes it interesting for his or her readers.
How to distribute a press release
This is where many entrepreneurs make a fallacy. They think: the more people I send it to, the more likely it will be published. But that's not how it works.
Big PR agencies often pitch their clients' news to just one journalist at a time. This makes the story exclusive, gives the journalist room to make something great out of it, and increases the chances of actual publication.
This does not mean that you always reach only one person. But it does mean being selective. Send your press release to people who can really use it, not to everyone whose e-mail address you have. A well-selected list of 10 journalists is more valuable than a generic list of 100.
Should you send a press release as an attachment?
Yes and no. Journalists are under a lot of pressure to deliver articles on time for publication. So you want to make it as easy as possible for them to read and use your message. So sending a press release is done by putting the press release in the body of your e-mail. This way, it is immediately readable and the journalist does not have to click extra.
You should also send the press release as a plain text Word document in the attachment, so that the journalist can easily make any changes if they wish. You should also include visual material as an attachment. Alternatively, include a link in the email to your press kit where the journalist can download photos or videos themselves. This gives them freedom of choice and makes you easy to work with.
Where should I send my press release?
It depends on your story and your target audience. Ask yourself: who do I want to reach with this publication? What medium is my audience reading?
If you operate in a specific sector, trade journals and industry-specific media are a logical first step. If you have a story with broader social relevance, you could also consider newspapers, news sites or programmes on radio and television.
Regional media are often underestimated but very valuable, especially if you have a local or regional target audience. An article in a regional daily or on a local news site can generate much more direct response than a spot in a major national medium. Find out which magazine or station this story would fit best with and find out who writes about your subject there. Send your press release preferably directly to the right journalist and not to a general e-mail address.
When should I send my press release?
Timing plays a role, but less than many people think. Research among thousands of press releases sent out shows that, provided you have a good story, it is almost always opened. Regardless of when you send it.
What does matter: don't send your press release on the day something takes place. Journalists need time to react, contact and prepare something. Also take into account the type of medium. Newspapers work with daily deadlines, magazines work weeks or sometimes even months ahead. And if there is a big national or international event, it will crowd out your story. In that case, choose another time.
What is the best day to send a press release?
Tuesday, Wednesday and Thursday are mentioned most often. Monday everyone starts the week with a full inbox from the weekend. On Friday, many journalists are already wrapping up.
But honestly, the day matters less than you might expect. Research among tens of thousands of press releases shows that the opening rate hardly differs between weekdays. What has the most influence on whether someone opens your message is the length of the subject line. Keep it short and specific, preferably under ten words. A catchy subject line always beats a perfect sending day.
Do you have to pay to send a press release?
No. A press release is free by nature. This is exactly what makes free publicity so powerful: you don't pay for placement, but you deserve attention because you have a message of value to many people.
Sending via press release services or distribution platforms does come at a cost. These bring your message to a wide network of journalists and editors. Useful if you want to reach many people quickly, but it does not replace personal contact.
If you write the message yourself and send it directly to your own press contacts, the cost, besides the time you invest, is zero.
What is the cost of a press release?
Costs vary greatly depending on how you go about it. If you write and send everything yourself, you only pay for your own time. That sounds attractive, but don't underestimate that time investment. Writing a good press release, finding the right people, personalising the mail, making follow-up calls: that's hours of work per press release.
When you hire a PR professional, you’re paying for their expertise, network and execution. This can range from a few hundred euros for a one-off assignment to several thousand euros a month for ongoing support.
What are the costs of sending a press release?
If you use a distribution service, you pay per release sent or by subscription. Rates range from around €350 to €500 per release, depending on reach and service. Some platforms offer monthly subscriptions with unlimited sending.
Useful if you need an up-to-date journalist database and want to move quickly. But keep in mind: a well-maintained personal network of journalists has more long-term value than any database.
Want real results?
Sending out a press release rarely automatically produces a stream of publications. PR works cumulatively. The more often you are visible, the better known your name becomes to journalists, the easier it becomes to be in the news.
This requires a strategy. When do you send what? To whom? With what purpose? How do you follow up? How do you ensure that one publication leads to the next?
Linda Graanoogst knows how it works. She worked for years as a journalist on the other side of the table and has been entrepreneurial for more than 15 years with the belief that your story is worth being told. She understands how editors think, what appeals to a journalist and why so many press releases go unread into the bin.
But she goes beyond PR tactics alone. She is also a hypnotherapist for entrepreneurs. Because sometimes the obstacle is not in the message, but in the person telling it. The entrepreneur who thinks: who am I to be in the newspaper? Or: my story is not interesting enough. These roadblocks are just as real as a poorly written press release. Here, too, Linda helps you break through them.
Would you like to know where the opportunities lie for your business? Then book a strategy session with Linda. Together, you’ll assess where you currently stand in terms of visibility, where you want to go, and what it takes to consistently make the news with ease. That way, you’ll know exactly what the next step is. Book your strategy session with Linda here.
