How and When to Write a Press Release: Best Practices & Tips [+ Free Template]

Should You Pay to Play (Using services like PRWeb or PRNewswire)?

Once you’ve mastered how to write a press release, you may become curious about distribution services like PRWeb or PR Newswire. If you are interested in either, take a look at our post: PRWeb vs. PR Newswire^[2]. Without delving deep into either, a few insights can be made:
If you’re looking to get your release posted as widely as possible:

Then go for it! Pay for a press release distribution service. But keep in mind that your release may be buried deep on most sites, not adding much value or exposure to actual readers. You might get lucky, but there may be much better ways to spend that money. With this being said, paying for distribution is an effective way to get widely picked up without much effort.

If you’re looking for results that gain impressions to the right audience and builds quality links:

Save the money and invest some time into researching relevant publications and reporters. Take the time to learn where your release provides value and pitch it to those individuals. You’ll gain relevant links as well as exposure to the proper audience. In addition, you’ll begin to build relationships that will help your distribution efforts in the future. Getting featured in niche locations will do a better job of driving traffic and may lead to future link building opportunities.

Of course, investing both time and money would be the best option, but we understand this isn’t always an option.

Press Release Tips from the Best in the Business

The following top marketers, reporters and writers have spent years pitching and getting pitched, so they know better than anyone how to write a press release. Use their insight to help craft professional and effective press releases. 

Subject Lines Are Important

Rick Fabrizio, Managing Editor of The Portsmouth Herald/Seacoast Online^[3], knows that reporters are strapped for time. Make sure your “subject line clearly states the subject matter as it relates to the source of distribution.” Allowing for quick scans for relevance will ensure your email gets opened.