Once your press release is finalized, the next step is to craft and send out the press release email. While this may appear to be a simple task, it is important to follow certain steps to ensure that your email effectively reaches the intended media outlets and garners the desired support.

6 steps to a press release email  

1) Subject line

This is the most important part of your press release email. After all, your email is more likely to be opened if there is an interesting, eye-catching topic. If you create the right hook, you have a very good shot of getting great media coverage. If you mess it up, it is likely that your email will go straight to a journalist’s trash folder and never be read.

Try and create a subject line that is different from your press release headline. While it makes sense to use your press release headline as your email subject, it may not seem interesting enough to open for the reader. You need to create a subject line that is concise and gives a better clue about what the press release is about. Depending on the type of media support you are looking for, try and also make it relevant to them.

2) Greeting

They have already opened your email – now you need to keep them engaged. The greeting is an overlooked but important part of email marketing. It sets the tone for the rest of the document.

Try not to be overly familiar, especially if you’re talking to someone that you have not interacted with before, but a nice touch would be to include the recipient’s name. It will keep them interested in reading your email because it shows that you have written this email specifically for them and it isn’t just a copy-paste job that you have sent to multiple journalists.

3) Introduction

There are two scenarios that an introduction can create: It can make the journalist regret giving you attention or it can make them more interested in who you are and your business. All brands aim for the second scenario. The only way that that can happen is if you prove that you can stand out in your industry. You need to prove to a journalist why they should give you the time of day because other people are probably trying to send the same pitch.

The best way to get a journalist’s attention is by making a connection with them by referencing a story they’ve worked on recently. You can also compliment them on their work, show your appreciation for things they have done, etc.

4) Email body

If your email recipient has gotten to your email’s body, then you have managed to retain their attention. This is a really good thing.

At this stage, the rest of your email should be about your press release so you want to keep all other text to a minimum. Your goal is to make the connection between your press release and what you mentioned in your introduction.

5) Closing 

You want to keep your closing short and sweet, but also professional.

It is important to remember to share your contact details so that your email recipients can connect with you if they need additional information. That is possibly the most important thing. This isn’t an exaggeration – if you don’t provide them with your details, they may not proceed with your press release.

6) Paste your press release

Once you are done with your text, you can paste your press release document directly into the email document you are sending out. It is better if there are no attachment links as I will explain later.

Post-email etiquette

Now it is just a waiting game.

You have sent out the email and now you need to wait for their response. You do not want to appear too needy, but if they haven’t responded after a few days, then you should send them a follow-up email.

If there is still no response from them, then they probably didn’t find anything interesting in your press release and you can move on. Avoid sending more than two follow-up emails. This not only looks unprofessional but it could also annoy all the media professionals you’ve pitched to.

5 tips for press release email success

a) No attachments

You want to make the journalist’s life as easy as possible. As a result, you shouldn’t force them to open another link to get the information they are expected to read. Downloading a document can be risky for anyone and no one wants to accidentally download a virus to get a story. As we said above, the best way to go about including your press release in the email is by pasting it directly into the email.

b) Avoid mass emails

It is possible – even convenient – to use press release distribution services. For the best results, you should compliment this with some targeted pitching. Targeted pitching helps you build relationships with journalists who can help you generate the publicity your brand deserves in the future.


Keep it simple well. Don’t ramble – rather, keep everything brief. Just let the journalist know why you’re emailing them, how you can help them, and where to contact you if they need more information.

d) Spellcheck

Make sure that your grammar and spelling have no errors because mistakes show that you don’t really care about your press release and you’re not bothered about coming across as a professional. Make sure you copyedit your press release before you send it out. One wrong move could end in rejection.

e) Keep the relationship going

Once your press release has been accepted, try and keep the relationship going. Try and help these journalists write more good stories in the future. This way, you can build mutually beneficial relationships with your media contacts. If you can consistently be a valuable source of information for a journalist, then they will happily be a source of positive media coverage for your brand.

f) Thank the journalist for the coverage

If a journalist or media outlet decides to feature your brand in a story, don’t simply tick this item off your to-do list and move on with your day. Instead, take a moment to thank the media contact for the time they’ve dedicated to writing about your brand. While a simple thank you is usually enough, if you go out of your way to thank a journalist in a way that matters to them, they are likely to remember you later on. For example, you could send them tickets to an industry event with no strings attached. Alternatively, you could introduce them to a network of thought leaders who they can turn to for quotes and valuable information while writing future pieces.


Getting media coverage by email is not easy. However, if you have got the right tools and tips, you will be able to hit the ground running right with the perfect pitch to match the perfect press release.

Do you need help developing the perfect targeted pitching strategy to go with your press release? At Pressfarm, we can help you do this…and more! We are skilled at helping brands in different industries to create quality content such as professional press releases, compelling guest posts, and creative media kits. Beyond helping you to create this content, we can also help you to put it in front of the right eyes.

By submitting your content to respected media outlets and startup directories, we can help boost your brand’s online visibility in relevant search results across different search engines. With access to a database of over 1 million journalists across different industries, you can do media outreach for your brand long after we are done working on your campaign at Pressfarm. Likewise, with a curated media list built personally by an account executive, you can connect with the best journalists in your niche. The best part is that you get all of these without paying exorbitant agency fees. With any of our affordable packages you can start generating the publicity your brand deserves today.