A press release plays a crucial role as a bridge between an organization and the public through the media.
A press release isn’t merely an announcement, it is actually a strategic tool for building a strong brand presence, showing credibility, and expanding information reach and exposure.
Every type of organization uses press releases, from large corporations and startups to government agencies and nonprofits. It is an effective method to share important news professionally, accurately, and credibly.
With a professional tone and clear structure, a press release ensures the main message comes across clearly while capturing the attention of journalists and readers alike.
What exactly is a press release, and what does it look like? RadVoice Indonesia has put together a guide for you.
Read more: CSR Press Release Essentials: Key Steps to Effective Communication
According to PR Newswire, a press release, also called a media release or news release, is an official statement issued by an organization to share important information with the media and the public.
For example, a company might use a press release to announce a product launch, a strategic partnership, a leadership change, or to clarify a crisis.
Through a press release, you can communicate your organization’s message to journalists or attract positive media attention. When done correctly, a press release becomes an essential part of a communication strategy.
Read more: How to Get Media Coverage in Indonesia: A Practical Guide for Businesses
Getting the press release in front of the right journalist is harder than most think; many brands struggle to reach media effectively without connections or specialized tools. An effective press release isn’t just about the news; it’s about how you present it.
Journalists receive countless releases daily, so only concise, factual, and relevant content stands out. BuzzStream and MediaBoard note that a journalistic style and focus on news value over promotion are key.
Even with a strong story, reaching the right journalist is challenging. Some organizations handle outreach themselves, but success often depends on timing and relevance.
Many companies turn to PR agencies for their media connections, formatting expertise, and follow-up strategies to improve coverage.
Read more: PR Agency vs. PR In-House: Which One Is Right for Your Business?
The first step to gaining media coverage is having a press release with a story that’s relevant to the audience and presented from an interesting angle.
But did you know that how you distribute your press release is also key to its success? Distribution can be a deciding factor in turning your story into actual news coverage.
Here are five common ways to distribute a press release, along with an overview of their advantages and limitations.
Understand who will be most interested in your story and which journalists or outlets cover that topic. Tailoring your release to the right audience increases the chances of it being noticed.
For example, if your story is about a new startup product, your target audience could be tech- or business-focused journalists. If it’s a lifestyle topic, focus on media that cover culture, wellness, or fashion.
Decide whether to send your release via email, online distribution platforms, or directly to journalists. Each channel has its strengths and limitations depending on your goals.
For instance, you can send the press release via email and then follow up with a short WhatsApp message like, “Hi [Name], just wanted to check if you saw our release, happy to share more info!” or even a quick text for a faster response.
Read more: How to Invite Foreign Media to Cover Your Event
Write a concise, factual, and engaging summary of your story. Highlight why it matters to the audience without overloading it with promotional content.
Example: Instead of just listing features, explain the benefit: “This tool helps small businesses save five hours a week on bookkeeping.”
Consider when journalists are most likely to see and cover your story. Proper timing can help your release stand out in a crowded news cycle.
Reach out to journalists after sending your release to answer questions or provide additional information. Tracking coverage and engagement helps you measure the effectiveness of your distribution.
You can keep a simple table on Excel or manually to note who responded, coverage published, and audience engagement metrics like clicks or shares.
Read more: Product Press Release 101: Why It’s Important and How to Create One
Effective press release distribution plays a crucial role in ensuring your message reaches the right journalists and gains media coverage.
Beyond strong writing, elements such as audience targeting, distribution channels, timing, and follow-up significantly influence a press release’s success.
When these elements work together, a press release becomes more than an announcement, it strengthens brand credibility and visibility.
The key lies in combining a newsworthy story with a thoughtful, well-planned distribution strategy.
RadVoice is ready to help you craft and distribute press releases that reach the right media and audience, ensuring your brand story gets the attention it deserves.
Tell us about your project, and we will get back to you within one business day.
