First, you need to create a social media press release. For more information on what a social media press release entails, read our article on types of press releases^[16]. To write a social media press release, adhere to the character limitations of the social media platform you wish to advertise your release. Write a couple of sentences telling your target audience why the story is valuable to them. Add a photo or video (for increased engagement) and a link to your full press release. Then, mark it as a press release with the hashtag #press release.

Once you’ve written your press release^[17], use the platform’s advertising process to target your press release to publications you want to cover the story. For example, on Facebook, you can create an ad on Facebook.

To get started, follow the instructions in our ultimate guide to Facebook advertising^[18]. Then, when choosing your targeting options, select the “detailed targeting” box, then “browse > demographics > work > employers.” Type in the publications you want your ad to reach. Then, continue creating and launching your ad. Your press release will be advertised in the news feeds of employees who work at that publication.

For more information on sending a press release, read our ultimate guide on how to send a press release^[19].

Pitching Journalists vs Using a Distribution Service

We recommend both pitching your release to journalists and distributing it via a paid distribution service for best business results. While pitching to individual journalists allows you to target and build relationships with key journalists via a personalized approach, a distribution service allows you to reach a mass audience and highly targeted outlets without spending a large amount of money pitching and targeting thousands of outlets in time for your story to be covered.

Pitch Directly to Journalists

Here are the pros of pitching your press release via email directly to individual journalists:

• Build win-win relationships: When you reach out to journalists individually, you can demonstrate a deep knowledge of each journalist’s audience and the ability to meet their audience’s expectations and needs. In turn, you can slowly earn future coverage of stories as you continue to reach out as a valuable resource that journalists can use to bring value to their audiences, resulting in a win-win relationship.
• Earn coverage in must-have publications: Mass distribution may guarantee a lot of coverage, but you can’t hand-pick who your story goes out to. In contrast, sending your press release directly to a handful of journalists in addition to using a distribution service allows you to boost the likelihood of getting coverage by the journalists you feel are most valuable in covering your story.

Distribute Using a Distribution Service

Here are the added benefits you can enjoy by also using a distribution service: