Sending press releases.

If your press release is being distributed on a small scale, then it’s easy enough to get the telephone numbers of the targeted newspapers, radio and tv stations, ring and find the named journalist you should address it to. Often, you’ll be told: "send it to the newsdesk." Don’t let that stop you from asking for a name.

If you’re sending your press releases to a much wider audience (public relations companies will often distribute releases to more than 500 media outlets in the UK), your best bet will be to use one of the distribution agencies listed in the recommended links directory on this website.

Regardless of whether you have an agency distribute your press release, or you send it out yourself, there are only a limited number of ways it can be delivered on a normal budget:

E-mail is fast and cost-effective. Journalists like it because they can lift copy straight from the e-mail.

Having said that, it's hard to make an e-mail stand out from the in-box. And unless you do, yours could just ‘fall off' the bottom of the journalist's screen, never to resurface.

So, more than anything else, e-mail press releases must always be sent with a truly attention-grabbing headline. We recommend that you use the convention: "Press Release - Interesting Title" in order that your e-mail doesn't get lumped in with those trying to tempt the journo with 400 Viagra tablets, a $4.2M lottery win, some farmyard porn and a diploma.

Press releases should also be sent in plain text format only, as a certain percentage of recipients will have elected to refuse html e-mail. We don't know what that percentage is, but rather safe than sorry.

Don't send large image files. Better to add a link to a website where a journalist can view and download accompanying photographs.

Traditional post gives you the greatest flexibility as regards presentation, and what you include with your press release. In addition, a letter demands more of the addressee’s attention, even if it’s only to open the envelope and look inside.

What’s the point?

Last updated: February 2007

Related public relations idea guides and resources:

• What is public relations?
• When and how to use public relations
• Choosing a PR agency
• Writing a press release
• The media embargo
• Targeting press releases
• Ringing journalists
• Measuring and evaluating PR
• Consultheguru for a PR idea for your business