You finish the press release, read it twice, tighten the headline, clean up the quote, and feel good about the announcement. Then the key question arises: how do you distribute press release content so it gets picked up? Strong announcements die. Not because the release was weak, but because the distribution was lazy, broad, mistimed, or impossible to measure afterward. A lot of teams still treat distribution like the administrative step after the strategic work. In practice, distribution is the strategic work. A release that reaches the wrong inbox is invisible. A release that lands with the right reporter, supported
Continue reading