How should you distribute a press release to journalists?

Personal email is most effective

Identify specific journalists who cover your space and email them directly. Do brief research: read recent articles they've written, reference their work in your note. A personalized message to five relevant journalists outperforms a mass blast to hundreds.

Build your own list

Collect reporter contact information from mastheads, bylines, and media websites in your field. Verify emails work before adding them. Over time, you'll build a quality list that beats buying media lists.

When mass distribution makes sense

If your announcement is truly broad (a major policy change affecting multiple industries), distribution services that categorize journalists by beat can be useful. But even then, follow up with personal outreach to key contacts.

Timing your send

Send press releases on weekday mornings (Tuesday–Thursday tend to be best, early morning before inboxes fill). Avoid Mondays and Fridays when journalists are catching up or wrapping up. Time zones matter if your list is national.

Follow-up matters

A brief email follow-up 2–3 days later, asking if they have questions, shows you're serious. Don't be pushy. One follow-up is professional; multiple follow-ups are annoying.