Before you send: is it news?
A newsroom receives dozens of press releases every day. It is more likely to pick up stories with new, dated and verifiable information: an investment, a contract, an appointment, results or a new site opening. An announcement without figures or a date is rarely picked up.
Who to send your press release to
Keep your recipient list short, but choose the right people. A press release sent to a thousand generic addresses is less likely to be read than one sent to twenty journalists who cover your subject.
- The regional press for a new site, local recruitment or investment.
- The trade press in your sector for a contract, product or certification.
- The national business press for a major fundraising round, results or an acquisition.
Sending a press release to the trade press
Trade publications follow their sectors closely, including industry, healthcare, digital, energy and retail. They are often keen to cover a specific announcement, provided it includes technical details or figures.
- identify the journalist who covers your subject by reading their recent articles;
- include details that matter to a professional audience: volumes, technology, clients and timelines;
- offer a technical contact as well as a press contact.
Clarsource does not send your press releases to newsrooms: you are responsible for sending them. Publish it on Clarsource too, so journalists can verify the issuer and check your figures.
Sending a press release to the regional press
Regional daily newspapers are organised into local newsrooms. Send your press release to the local office in your town or county, not to head office. For an event, local press correspondents may also help spread the word. Always include the town in the headline: that is how the newsroom sorts the information it receives.
Sending a press release by email
The subject line
Use the press release headline, keep it under 80 characters and include the key figure. Avoid using “Press release” on its own.
The email body
Paste the standfirst and opening paragraphs directly into the email. Many journalists do not open attachments. Include a link to the online version.
Attachments
Attach a small, copyright-cleared photo and the press release as a PDF. Share high-resolution images via a link rather than as attachments.
Sending
Email each recipient individually, or use BCC. Never show a list of journalists in the To or CC fields.
What day and time should you send a press release?
There is no perfect time, but a few practices hold true in most newsrooms:
- send it in the morning, before editorial meetings;
- aim for midweek; avoid Friday afternoons and the day before a bank holiday;
- for an event, send it one to two weeks in advance, then send a reminder the day before;
- for an announcement expected in advance, set an embargo to lift at a fixed time.
Publish it online too
A press release published on a verified online page serves two purposes: journalists can check the issuer and the figures, and search engines and AI assistants can find the announcement. On Clarsource, publication is free, the issuer is identified by its SIREN and each piece of data displays its verification level.
Following up without being a nuisance
Follow up just once, two or three days after sending, by email or phone if you know the journalist. Include something new: a photo, an available spokesperson or a local figure.
The checklist before you send
- A new, dated and quantified fact
- A headline with the key figure and location
- A standfirst that answers who, what, where, when and how much
- A press contact available by phone that day
- An online version to link to
- A targeted recipient list
- Sent in the morning, midweek
Publish your press release online for free
A page verified against your SIREN, which journalists can check before calling you.
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