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Best press release distribution agency

Leverage creativity to maximize the distribution of your press release, catch the attention of and win over the media, optimize the understanding of the message to convey to the final audience, and thus get maximum coverage as well as final results.

The mission

Design and execute the distribution of your press release in an original way to catch journalists' attention, win them over, and get maximum coverage.

Objectives

  • Define an original concept for the distribution campaign: impactful, clear, and attention-grabbing
  • Define the incentives to produce to catch journalists' attention upon receiving the release and/or maximize press coverage
  • Identify the media and journalists fitting the release's topic, the target audience, and the brand's universe
  • Ensure the proper distribution of the release within the possible schedule constraints
  • Ensure the alignment of the concept with the topic and content of the release
  • Secure all the possible risks of the coverage (bad buzz, excess demand, ...)

Key steps

  1. Benchmark
    • identify trends
    • operations run by similar brands
    • other inspirations
  2. Strategic framing
    • main objective and expected coverage
    • distribution channels
    • distribution format
    • positioning
    • content of the release
    • release date
    • incentives & gifts budget
    • watchpoints
    • definition of the media selection criteria (category, writing style, online/offline, ...)
  3. Ideation
    • working session to identify up to 10 distribution concepts matching the defined strategy
  4. Concept refinement
    • evaluation of each operation concept according to the estimated performance (coverage, brand image, achievement of the main objective)
  5. Operational framing
    • specification of the tasks
    • specification of the resources
    • identification of the watchpoints
  6. Execution
    • production of the distribution list
    • aggregation of the resources
    • production of the content
    • distribution of the press release
    • risk monitoring / risk management
  7. Report
    • retrospective evaluation of the press coverage
    • identification of complementary opportunities to maximize the results

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