Press Release Distribution 101: Frequently Asked Questions

Writing a great release is only half the job – making sure it reaches the right audience is just as important.  

But press release distribution isn’t always straightforward.

• Should you use a newswire service?
• When should you send it?
• How do you make sure it shows up in AI search results – or even in AI tools like ChatGPT and Google Gemini? 

Our simple, practical FAQs will answer all of this - and more.

Whether you’re a seasoned pro or just starting out, these tips will help you share your story more effectively and reach the audiences who matter most.

What Is Press Release Distribution?

Press release distribution is the process of delivering your release to your intended audience – whether that’s journalists, customers, investors or even search engines and AI platforms (like ChatGPT and Google Gemini). 

Distribution ensures your story doesn't just sit on your desktop – it gets out into the world, where people (and algorithms) can discover, read and act on it. 

What Are the Main Press Release Distribution Channels?

There are three primary distribution channels to consider: 

• Commercial newswire services  

• Direct journalist outreach (media list) 

• Owned channels (e.g. social media) 

1. What Are Commercial Newswires?

Commercial newswire services (like GlobeNewswire by Notified) distribute your press releases across a wide network – including media outlets, financial platforms, search engines and sometimes directly to journalists’ inboxes. 

Why Use a Newswire for Releases? 

• Wide reach without building your own list 

• Credibility with media, investors and search engines 

• Built-in optimization for SEO and AI discoverability 

• Analytics that show who’s engaging and what’s performing 

2. Direct Journalist Outreach

While a newswire gives you broad reach to your overall story, direct outreach to a curated media list can lead to more meaningful coverage – especially if your story is niche, local or highly targeted. 

So, how do you pitch a press release to a journalist? 

The key is not to just copy and paste your press release into an email. Instead, send a short, thoughtful note that shows you’ve done your homework and understand their beat. For example: 

Hi [First Name],  

I read your recent piece on how Americans are navigating rising healthcare costs – really thoughtful take. I thought this story might be a good fit for your coverage, especially with [specific detail or stat]. Happy to share more if it’s helpful. 

This kind of outreach – personalized, relevant and familiar with their work – can make the difference between getting ignored or getting featured. 

And if you don’t have a robust media list? You’re not alone and that’s where the right tool makes all the difference. Our media contacts database is built for modern PR workflows and is seamlessly connected to GlobeNewswire.

What sets it apart?  

• Personalized Pitch - Our new feature blends AI with human input to help you quickly create and send customized, one-to-one email pitches that match a journalist’s beat, audience and past stories. 
  

• Smart Search – Powered by semantic technology that understands intent, not just keywords. It’s faster, more accurate and way more effective than traditional filters alone – helping you reach the right contacts with greater precision. 
  

➡️Learn more about our media database.

3. Owned Channels (Social Media)

Don’t let your newswire do all the work. Repurpose and share your news directly to: 

• LinkedIn and X 

• Your company newsroom 

• Email newsletters 

Add visuals, summarize the "why" and keep it conversational.

Should I Segment My Press Release Distribution by Audience or Region?

Absolutely. In today’s media landscape, a one-size-fits-all approach doesn’t work.

To get real results, your distribution should reflect who you're talking to – and where they are. 

Here’s how to segment smartly: 

By Region

• Go regional when your news is tied to a specific market – like a local event, office opening or city-level launch. 

• Go global when you’re sharing international news – such as a funding round, product launch or industry-wide trend. 

• Use a combo when your story has multiple angles for different markets – for example, investor-related updates in APAC and product announcements in North America. 

• • Pro Tip: This is a perfect chance to expand beyond your published press release. A media database can help you identify the right journalists for each angle and region – so you can pitch more targeted follow-ups that didn’t make it into the original announcement. 

By Audience 

• Reporters and readers want audience benefit-led messaging. 

• Analysts might prefer market impact data. 

• Media need a clear hook and story angle. 
  
  

When Is the Best Time To Send a Press Release?

Here's what works best: 

• ✅ Best days: Tuesday - Thursday 

• ✅ Best time: Early morning (7–9 AM in your target region).  

• ❌ Avoid: Late Fridays, weekends and days before major holidays 

• ✅ For Financials: Align with market hours and regulatory deadlines. 

Pro tip: Consider sending your release at an off-minute – like 8:12 AM instead of exactly 8:00. Many companies schedule releases right on the hour, so choosing a slightly offbeat time can help your news stand out and avoid getting buried in the flood of announcements.

How Often Should I Send Press Releases?

You don’t need to publish every week – but consistency matters. What’s more important is showing up with the right stories at the right time.  

Focus on: 

• Relevance – Is this story newsworthy and timely? 

• Rhythm – Are you showing up regularly in front of your audience? 

Being consistent helps build trust and keeps your brand visible and, on the radar, especially with journalists, analysts and investors. 

Tip: Build a simple content calendar that maps out your press release themes for the quarter. Common topics might include: 

• Product launches or updates 

• Partnerships or acquisitions 

• Executive hires or leadership commentary 

• Funding milestones 

• ESG or DEI initiatives 

• Event participation or earned media wins 

And if you’re wondering how to structure each release? 

• Download our free guide on how to format a press release for AI 

• Get our press release template eBook to make writing easier – and smarter.
   

How Do I Optimize My Press Release for AI Search?

Tools like ChatGPT and Google Gemini aren’t just surfacing any content – they prioritize content that’s clear, credible and structured. And we’ve built our GlobeNewswire platform to deliver exceptional visibility across AI-powered platforms, leading the competition.  

From structured formatting to metadata and multimedia optimization, every press release is designed to surface quickly and clearly in conversational search and AI responses. 

How To Stay AI-Friendly

• Use structured formatting: headlines, bullet points, short paragraphs. 

• Add keywords naturally (e.g., “press release distribution,” “newswire,” “syndication”). 

• Write in natural, conversational language: Like you're answering a question. AI tools favor content that mirrors how people speak and search. 

• Include multimedia: AI can scan images, videos, captions and metadata – all of which boost your visibility. 

• • And let’s be clear – press releases today are not just blocks of text. They’re multimedia news packages. No image? Less visibility. No video or logo? Less engagement. Including rich media helps your story get noticed and increases your chances of coverage and discovery – especially in AI-powered environments. 

• Link to your website or newsroom: Press releases that provide context and a path forward (e.g., a call-to-action or supporting link) not only serve the reader but also help AI understand the source and relevance of your content. 

• Make your headline benefit-driven, not just descriptive 

• Focus on credible, high-quality content: AI prioritizes credible sources. A release on a trusted newswire is more likely to rank than a blog or social post. 

• Be consistent and use the same boilerplate, so AI surfaces the most accurate results about your organization. 

Why this matters: 

• AI assistants now crawl web content in real-time, meaning newswire-distributed releases are more likely to be found and displayed. 

• Structured, informative press releases are easier for AI to summarize and serve in response to questions. 

• Multimedia-rich press releases offer more discovery points and improve your chances of ranking in AI-powered results. 

What To Expect From Press Release Distribution

Press release distribution today isn’t just about getting covered – it’s about building influence, discoverability and trust across every channel, from media outlets to AI-powered search tools. 

With a smart distribution strategy, you can: 

• Build visibility and trust - Reach the right journalists, investors and stakeholders with well-structured press releases that boost credibility, spark engagement and improve visibility across search engines and AI platforms.

• Strengthen media and stakeholder relationships - Announce key milestones to ignite conversations, generate coverage and reinforce your brand narrative with consistent, trustworthy updates.

• Measure what matters and optimize performance - Use detailed analytics to track engagement, reader behavior, and content trends - so you can continuously refine your messaging and maximize future impact.

Your Next Step: Smarter Distribution Starts Here

If you’re spending time crafting a press release, don’t let it fall flat. 

• Distribute it smartly. 

• Use multiple channels. 

• Optimize for both humans and machines. 

Want a partner that gets all of this – from 24/7 support to AI visibility? Learn more about GlobeNewswire by Notified today.