Common PRWeb Distribution Questions, Answered

Authored by Steven D’Adamo, Shannon Krehely, and Mahdis Marzooghian

Have you been thinking about sending out a press release through PRWeb? Here are the most common questions you may have as you submit your release, and our answers to help make the process easy for you.

Is my Release Tied to a Current Event or Evergreen?

The first step is ensuring that your news announcement will have an impact on your target audience:

Current Events: Media outlets want to see that your release is relevant — something that their audience will find useful or interesting during that news cycle. Try to tailor your release around a recent event, milestone, or even a major news story. How does it impact your company? What value does it provide for your audience? Generally, press releases constructed around topics that are both relevant and timely will see higher pickups in the media, therefore giving your press release a higher chance of success.

Evergreen: If you can’t always focus the release around a specific recent topic, try writing about a topic that will always be relevant, no matter the date of distribution. This type of content is known as Evergreen, and it seeks to always be significant and applicable – popular examples of this are feature stories, or releases offering tips or advice.

When Should I Send My Release?

When considering the time/date for your release to be published, multiple factors come into play. Are you releasing the press release as part of a broader campaign? If so, then it might be helpful to coordinate the time of publication along with the campaign itself. Best practices suggest that you want to send releases in the morning, e.g. prior to 9 AM ET. You may even want to consider sticking with an off-hour time, such as 7:20AM ET or 8:55AM ET, in order to ensure that your news will stand out amongst the other releases sent along the wire.

Generally, look to avoid sending releases out on Fridays, unless you are submitting Evergreen content. Evergreen content should usually not be sent at the same time as business or financial news releases, so aim for midday instead. Sending out news announcements at the end of the week rather than the beginning can risk that news missing media attention and online audience engagement.

What Should My Release Include?

How often do you read a 1,500-word article in its entirety? In the Age of Content, most readers skim articles and releases for the information they want, then move on to the next headline.

Your press release does its best work when it is short, sweet, and to the point; 300-800 words should be sufficient. Get in, tell the reader what they need to know, and get out. You can provide informational links to direct the reader to your website and provide the details.

Headline and Summary/Subhead: Your headline and summary should give your readers the necessary information in as concise a space as possible. The headlines should be 16-22 words maximum, while the summary should be 1-2 concise sentences, rather than a full paragraph of content.

Newsworthy Copy: Seems obvious, right? Excite reader interest with original research, executive quotes, new ideas, and more. Make it original; make it exciting.

Multimedia Elements: Add images, videos, and informational links to your release to engage your audience in different ways. Just be sure these boost your release content with relevant information.

Point of View: Unless in a direct quote or a tips-sheet format, we recommend that you avoid using direct address (you, your, we, us, our, etc.) in your press release. This will prevent your release from sounding like an advertisement and will help in maintaining a consistent and professional tone.

Should I Target Specific Media Lists?

The media lists are designed to add an extra layer of distribution to your release. Even if your company is national (or global), each list adds a larger variety of media outlets to your distribution list. You can view the outlets included in each list here, and this can give you a better idea of the variety of outlets included in the PRWeb network.

How Do I Target Niche Industries?

Want a way to specify your release even more and aim it towards media outlets and publications interested in your industry? Our Industry Topics option does just that by allowing you to pick several categories and subcategories that are relevant to your news and industry. We recommend picking as many relevant and varied topics as you can. For a full alphabetized list of topics, you may refer here.

How Can I Get My Release to the Right Person?

The Regional tags option allows our clients to select certain cities that they would further like to target for distribution. This in no way limits distribution to just those cities, and you will still have nationwide distribution. However, this capability further targets the cities you select in order to boost the distribution of your press release. If you don’t already have any cities in mind, we recommend that clients pick the heavily populated, metropolitan cities on either coast (i.e. New York on the East Coast, Los Angeles on the West Coast, and so on) or to select the city or cities that their company is located in for a more localized distribution. Chicago and Washington, D.C. are also great choices. Think of it as strategic targeting in order to increase your distribution — who doesn’t want that?

For More Information

Get started with your PRWeb account and submit a press release today!