There are many factors that play in to effective news release writing and press release distribution. The biggest one, perhaps, is having a newsworthy angle to tackle and present to the journalists receiving the release. The Guardian published a report noting the essentials of effective press release practices, stating that in order to catch the eye of news outlets, there must be a story that would be of interest to their readers.
This highlights the importance of careful screening when directly sending out press releases. Press release distribution services can reach a wide audience almost instantly, putting the story of a brand in front of both national and international journalists. This is often a better way to go than sending the release to individual outlets on your own, largely because you won’t have to do the research on correct outlets. No matter which path you choose, a news funnel that is catchy and interesting is the most effective way to lure the public into your story.