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Press Release Tutorial Part 2 - Email Distribution Guidelines

You’ve followed the guidelines on how to write, format and design your press release. Now, you have to decide who to send it to, the best delivery format, and should you include attachments?

Public Relations Templates

Press Release Tools and Templates

1 Public Relations Templates

2.Press Release Email Distribution

Here’s a run-down of what you need to consider:

Contacting Journalists

Send your release only to those that are interested in your subject matter. Forget those who are outside of your field.

Don’t waste their and your time. To do this, look through the publications you want it to be published in, for example, IT magazines or gadget websites. Most publish their email address.

Develop a targeted media list

I have an excel spreadsheet where I have the name of journalists, their position (e.g. tech editor), email address and phone number.

If you can’t find their contact details, call the publication and ask for them. It’s important to get their direct email addresses otherwise the press release goes to a general email address.

Email the press release in advance of calling. Send the information before calling, so when you do call the journalists know what you are talking about.

Delivery format

Find out the best way to contact the journalists.

They may have a preference for snail mail, email, or fax? Some may not have email access.

Subject heading

Make the subject heading: Press Release – and title of the press release.

Learn to wait

Wait 2 days and then call the journalists.

Don’t ask them if they are going to publish it. Just confirm if they received it and if they would like further information or images.

Be prepared

Be prepared to answer their questions.

“No I didn’t get the release”. Journalists get hundreds of releases a day. If they haven’t got it, resend it to them. Confirm you have their correct email address.

No Attachments

Don't include attachments with email releases. It’s not the done thing. Add links to where they can download high-resolution images.


Get a list of the editor’s deadlines and work towards those.

Publish on your Website

Put the press release on your own website before you send it out.

If you don’t make the effort to publish it on your site, why should they write about it on their site?


Press Release Templates

Built in MS Word for easy editing and customization, this template helps you design a press relations program to create company awareness in the media, the general populace, and business communities. A well-designed Public Relations Strategy targets the right publications, delivers the right message, and schedules releases that reinforce other elements in your marketing mix. More tips at  Go To Market PR templates

Press Release Email Distribution

We use AWeber to send out press releases.

What’s impressive about it is that, even when we send our emails that go to over 1000 (opt-in) customers, it doesn’t get caught in their company’s spam filters.

Learn more at http://www.aweber.com

Press Release Analytics

What do you think of these guidelines? What have I missed?

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