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Social Media Strategy: How to Distribute a Press Release

14 Sep, 2015 McKell Naegle

The rise of digital marketing and the use of the Internet has affected every facet of advertising and public relations. Because of this, the use of press releases—especially online press releases—is more important than ever.

This article will focus primarily on how to distribute a press release, but a quick background about why press releases are important is necessary. There are a few reasons to distribute a press release. One of the most important reasons is for SEO. More links pointing to your website are important to your SEO ranking, especially when the links are coming from a reputable and well-known site. Another reason is to get your message out there. By sending a press release out online, you will reach a much broader audience. In the past, a press release was only sent to journalists. Today everyone can have access.


Distributing a press release today is easier than ever. Below are several different methods.


Company Blog

As mentioned before, you don’t have to go the traditional route to distribute your press release. A viable alternative today is simply posting the release on your company website or blog. This is often much easier than other methods, and it is certainly much cheaper. Depending on your readership and following, this may or may not be effective. If you don’t have a large audience, few people will see it. This won’t do much to improve your SEO, but it does provide a platform to push content to your readers.


Social Media

In the past, this would have never been possible or accepted. However, it is something that you occasionally see today. Many businesses issue an informal press release on social media as a quick way to get a brand reputation message out.

This is free, as you don’t have to pay for a press release service, and it is fast. It could be contained in a longer Facebook post, a short tweet, or even an image sent out on Instagram. The main advantages of sending a press release out through social media are that it is fast and your followers will see it.



It is important to build a relationship with journalists today, even in a time of digital media. Many big businesses email out their press releases to reporters, who can then share that information and write on the story. This is a good way to control who sees your information, giving trusted journalists the right to share and comment on it with their audience. If you are a company trying to build links and focus on SEO, then this isn’t the method for you. This method is primarily used with big businesses that want to control how their message gets distributed.


Distribution Networks

This is the most common, and in many ways, the most effective method. This process involves writing a press release and submitting it to a press release distribution company. The company then sends it to various outlets across the web. This is not limiting distribution, like sending it to journalists, but the goal is to get it to a broad network. This method is much more SEO friendly, and it is a good way for a growing business to share its information. Many companies and SEO firms use distribution networks primarily as an SEO strategy.


Choosing a press release service is not a simple task. There are many different services with very different costs. Believe it or not, but there are many services that provide distribution for free. These are usually not very good quality, and the sites they send the release out to may be spammy or very limited. There are also many different paid services, ranging from a few dollars per release up to $1,000 or more for a premium service. It is important to research and see which service is best for your needs.


Press releases are an important part of any business’s content marketing strategy and SEO plan, but it is important to not abandon focus on other areas. Decide how much you want to focus and spend on press releases as part of a well-rounded plan, and choose the distribution method that fits your company best.

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