Press release checklist: The ultimate step-by-step guide

10. Click send:

Once you have your press release ready to go, it is important to send it out to the right people. Whether you have access to a database or you have created your own list, pitching your news with a personalised message to a network of media contacts will give you that extra push you need to get your story picked up.

Don’t know where to start? Check out this advice from three PR experts on how to build a network of media contacts.^[24]

Bonus tips!

• Short and concise: be upfront on what the most important information is. Try to keep your press release to the length of a page, so between 400-500 words. 
• Remember to proofread! A silly typo can cost you some credibility. Buy your colleague a cup of coffee in return for having them read through your press release.  
• Using industry slang – or jargon – depends on who you are targeting. For example, if you are pursuing trade publications, your voice can reflect your expertise on the subject. In case you are looking for widespread and more generalised reach, keep technical words to a minimum. It’s okay to have different versions of your press release tailor-made for each audience.  
• Bear in mind that everyone is working with deadlines. Make sure to send out complete information before the publishing date you are aiming for. 
• Although timing news is beneficial, embargoes can be tricky for journalists, especially if they are sent weeks ahead of the given time. Give journalists enough time to craft their article and send out a reminder email a day before the embargo ends as a heads-up. Also provide correct dates and times (don’t forget timezones!) when publishing your news.