The press release is a key component of any robust public relations practice. And It’s only become more valuable as communication channels have evolved to reach larger and more influential audiences. But how long should a press release be? We provide guidance on what to include in a press release, such as a summary and headline, optional elements, as well as how long the finished piece should run, and more.

Distributing a press release yourself includes several risks, such as misidentifying your target audiences and media contacts, taking too much time, not personalizing journalist pitches, and so much more.

Anyone can distribute a press release, but not every release achieves audience engagement or earned media. This is often due to common mistakes, such as distributing unnewsworthy content, not targeting audiences, limiting your distribution channels, and many more.

In the public relations (PR) and communications industries, a newswire is a company or service that distributes press releases to the media. It plays an important role, and can vary in size, features, capabilities, benefits, disadvantages, and more.

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.