There are two primary ways to distribute a press release: Partner with a news distribution service or do it yourself. There are distinct benefits to both approaches, but most public relations professionals work with a distribution partner. Your goals and target audience will help inform which route you take.

Distributing an international press release can be time consuming, ineffective, and costly. To help the PR pro get the most out of the process, we’ve provided a few easy-to-follow tips, such as identifying your target markets, partnering with a newswire with local media relationships, distributing in local languages, and more.

Throughout the press release distribution industry, cost centers on an antiquated model rife with inefficiencies, such as an extended editorial review cycle and geographic dissemination. Instead, it should better reflect how content is created, distributed, and consumed today.