Your press release is done. You have got your list of appropriate media contacts. Now, all you have to do is send out the emails. While sending out an email may seem easy, there are quite a few steps to get it just right so that you get the right media support.

Remember, you can always hire Pressfarm to write, distribute and do media outreach for your press release with incredible success.

6 steps to a press release email  

#1) Subject Line

This is the most important part of your press release email because more than likely an email will 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 their trash and never be looked at.

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 often 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 it is 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 do: It can make the journalist regret giving you attention or it can make them more interested in who you are and your business. I am pretty sure that you want 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 them why they should give you the time of day because they get pitches all the time and it is likely that there are other people trying to send the same pitch.

The best way to get a journalist’s attention is by making a connection with them by referencing something they have done recently, complimenting them about their work, show your appreciation for things they have done, etc.

#4) Email Body

You have managed to keep their attention, which 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 of your press release with 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 they can connect with you if they need other information. That is possibly the most important thing because 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 on the email document you are able to send 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, send them a follow-up email.

If there is still no response from them whether good news or bad, then they have most likely passed on your press release and you can move on. Avoid sending more than one follow-up because it will not look professional and might annoy all the media influencers you’ve pitched to.

5 Tips for Press Release Email Success

#1) No Attachments

You want to make the journalist’s life as easy as possible, which means that they don’t want 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.

#2) Avoid Mass Emails

It is possible to use press release distribution services and while that may seem convenient and easy for you, it shows that you don’t really care where you are going to get a mention and you are just mass-emailing as many companies as you can. You are just hoping that you will be out there in the media universe.

#3) KISS

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

#4) Spellcheck

Make sure that your grammar and spelling has no errors because it will show that you don’t really care about your press release and you’re not bothered. Make sure you double and triple check before you send it out. One wrong move and it could be a rejection.

#5) Keep the Relationship Going

Once your press release has been accepted, try and keep the relationship going. Try and work with each other in certain situations so you can be a helpful source to each other. They can be your person for regular press coverage.


Getting media coverage by email is not easy, but if you have got the right tools and tips, you will be able to hit the ground running right after you have created your perfect press release.

Pressfarm has worked with hundreds of startups every year to hone their email pitches, help out with writing their press releases, and even successfully distribute to thousands of journalists. We save you all that effort and time for startup prices. Give us a try!

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