How to Send a Press Release to Journalists

Sending a press release directly to journalists is a targeting exercise, not a volume exercise. The best list is usually smaller and more relevant than a generic media database export.

Build the list by beat

Start with journalists who already cover the industry, location, company type or problem related to your announcement. Read recent work before pitching.

Write a short pitch

The email should explain the news and why it fits that journalist’s audience. Put the most important fact first, link to the full release or paste a concise version below, and make it easy to reach a real person for follow-up.

Follow up carefully

One relevant follow-up can be reasonable. Repeated generic follow-ups and mass blasts usually make the pitch less effective. Distribution can complement outreach, but it does not replace relevance.