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Press Release Distribution
Checklist

25-point checklist to make sure your press release gets maximum coverage. Used by PR professionals and startups alike.

25 Items•5 Sections•Print-friendly

Before You Write

Confirm your news is actually newsworthy (would a journalist care?)CriticalIdentify your target journalists and publicationsCriticalResearch what similar stories they've covered recentlyCheck for competing news that day (avoid major events)Gather all facts, quotes, and supporting dataCritical

Writing Checklist

Headline is under 100 characters with key news upfrontCriticalLead paragraph answers Who, What, When, Where, WhyCriticalNo "We are excited to announce" or similar clichésCriticalIncludes specific numbers and data (not vague claims)CriticalQuote sounds human, adds perspective (not just restates facts)Total length is 400-600 wordsBoilerplate is current and concise (3-4 sentences)Contact information is complete and testedCritical

Pre-Distribution

Proofread for typos, grammar, and factual errorsCriticalAll links work and go to the right pagesCriticalEmbargo date/time is clearly stated (if applicable)Images are high-resolution and properly captionedInternal stakeholders have approved the releaseCritical

Distribution

Send Tuesday-Thursday, 9am-11am recipient's time zonePersonalize subject line for each key journalistCriticalInclude release in email body (not just as attachment)CriticalBCC mass sends, or use proper PR software

Follow-Up

Wait 24-48 hours before following upFollow-up email is short (2-3 sentences max)CriticalTrack opens, clicks, and responsesRespond to journalist questions within 2 hoursCriticalShare coverage on your social channels

Pro Tips

Best Days to Send

Tuesday, Wednesday, and Thursday get the highest open rates. Avoid Monday (inbox overload) and Friday (weekend mode).

Best Time to Send

9am-11am in the journalist's time zone. Early enough to make the day's coverage, late enough that they're at their desk.

Follow-Up Rule

One follow-up, 24-48 hours later. Keep it to 2-3 sentences. More than that crosses into annoying territory.

Related Resources

Press Release Template

Copy-paste template with formatting guide.

Get Template

Press Release Examples

Real examples that got coverage.

See Examples

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