The most common way to distribute a press release for an event is through a public relations agency. Their job is to be well connected, so they will already have a long list of media outlets to send it to.
Not only do they have the contacts, but they also know how to approach them in a way that increases the likelihood that your press release will be published. You can even take it a step further and ask the public relations agency to help you write the best press release distribution service. They will have experience with that as it is also part of their job description.
A good public relations agency will know what to charge for its services. The more services you require, the higher the price. Another drawback of using public relations agencies is that not all the media like to deal with them. Some establishments will prefer a personal touch and will find the agencies as too "corporate".
A press release distribution service is a platform that allows you to send your press release to a long list of media contacts. It is generally a much cheaper option than hiring a public relations agency. You can filter the media and journalists by category. That's very helpful and will help you target your press release to the people most likely to post it.
Both public relations agencies and distribution platforms will help you reach a large audience. However, a distribution service is just that: distribution. No personal touch and no follow-up. If you're in the game of long-term event planning, it may be profitable to create your own media list to contact when you have a press release to distribute.
It takes a lot of time, but if you have the time, money, and human resources, then start searching the internet for press contacts that you can add to your list. The benefit of having your own list, in addition to having it, is that it can also add a personal touch to the scope. Many journalists will appreciate hearing from you directly.
If you have chosen to make your own media contact list, it is essential that you pay attention to each point of sale submission guidelines for press releases. As you can probably imagine, the media is flooded with queries every day. They don't have time to examine them all. Your submission guidelines are there to filter spam.
Once you've identified the media outlets you'd like to reach out to and read your individual submission guidelines, it's time to send them the press release. It is vital that you send your press release promptly. Do not leave it until the last minute. Give the media a few weeks to read and publish your press release.
There are many ways to distribute a press release. How you approach this depends primarily on your event and business style. A personal email or an email written by a professional from a public relations agency are the most effective ways ... but also the most expensive and the most time consuming.
A distribution service can make your message go faster and cheaper, but with the risk that your press release will be marked as spam and not picked up by the media.