PR Tips · July 24, 2026
How to Send a Press Release: Distribution Guide + Template
By Virgo PR Editorial
Writing the release is the part most people worry about. Sending it correctly is what determines whether anyone reads it. A well-written press release delivered to the wrong list, at the wrong time, with no follow-up plan, produces the same result as no release at all: silence.
How to send a press release: the short version
- Build a targeted media list of journalists and outlets who actually cover your beat.
- Choose your distribution channels: direct pitches, a wire service, or both.
- Decide on an embargo, and set clear terms if you use one.
- Time the send for a day and hour when your target reporters are actually working the story.
- Send the release in the body of the email (not just as an attachment), with a clear subject line.
- Follow up once, briefly, and only if it adds information.
1. Build a targeted media list before you write a single email
A press release sent to a broad, unfiltered list of media contacts almost always underperforms one sent to fifty relevant names. Start by identifying the reporters, editors, and outlets who cover your industry, your competitors, or the specific news category your announcement falls into.
Segment the list by relevance and tailor the pitch note that accompanies the release accordingly.
2. Choose distribution channels that match the scale of the news
Direct outreach to your media list. This is the highest-effort, highest-return option, and the one that produces actual coverage. For most companies, direct outreach should be the primary channel.
Wire and distribution services. These are useful for building a public record of an announcement, supporting SEO, and satisfying investor-relations disclosure requirements. They rarely generate earned coverage on their own.
Before you distribute through either channel, confirm the release itself follows a standard structure. Our press release format guide walks through headline, dateline, boilerplate, and formatting conventions.
3. Set embargo terms clearly, or skip the embargo altogether
An embargo asks a journalist to hold a story until a specified date and time, in exchange for advance access to the news. State the embargo date and time at the top of the email, not buried in the release itself. Use a specific time zone: "Embargoed until 9:00 a.m. ET, Tuesday, July 28."
Only offer an embargo to journalists you have a working relationship with, or to those who explicitly request advance access.
4. Time the send for the news cycle, not your internal calendar
Tuesday through Thursday mornings tend to outperform Mondays and Fridays. Late morning, in the recipient's local time zone, is a reasonable default. Avoid major news days and holiday weeks whenever the announcement timing is flexible.
5. Send the release the way journalists actually want to receive it
Paste the release into the body of the email; don't send it as an attachment only. A clear, specific subject line matters more than most companies give it credit for: lead with the news, not your company tagline. Include a short, personalized note above the release explaining why it's relevant to that specific reporter's beat.
6. Follow up once, briefly, and only if you have something to add
A single follow-up two to four business days after the initial send is standard practice. Keep it short. Avoid following up more than once on the same release.
Where press release distribution stalls
Sending to a purchased or outdated list. Contact databases go stale quickly.
Treating the wire service as the whole strategy. A wire send without direct outreach produces a syndicated listing that nobody reads.
Over-embargoing. Putting an embargo on routine news trains journalists to deprioritize your future embargoed releases.
No follow-up plan, or too much follow-up. Both extremes cost coverage.
FAQ
How many journalists should be on a press release distribution list?
A tightly targeted list of 20 to 50 relevant reporters typically outperforms a generic list of several hundred.
Should I use a wire service, direct outreach, or both?
Use direct outreach as the primary channel for most announcements. Add a wire service when you need a public record, SEO benefit, or disclosure compliance.
What's the best day to send a press release?
Tuesday through Thursday mornings generally perform better than Mondays, Fridays, or send times close to major holidays.
Do I need to offer an embargo?
No. Embargoes are useful when there's a real reason for advance notice. Routine announcements usually don't need one.
How soon should I follow up after sending a press release?
Two to four business days after the initial send is standard. Keep the follow-up short, and limit it to one message per release.
Getting the distribution right
A press release is only as effective as the list, channel, and timing behind it. Virgo PR runs media relations and distribution for clients across our sector specialties.
