NOTE: A “Quick Jump” Menu can be found on left side of page to jump to specific topics.
Minimum Content Requirements
You may find it useful to first click or tap the thumbnail image at right to see a visual example of what a proper press release looks like, with sections identified by numbers 1 through 5. We'll be using those numbers in a moment to explain each section as simply as possible. Generally, we follow AP Style. Example files are also found below, which you may download to review and/or use as a starting point for your own project with Send2Press®.
We accept MS Word (.doc/.docx), Rich Text (.rtf), OpenOffice (.odt), and text (.txt) files for submitted press releases only. We cannot use PDFs, or any design program file. If using Apple Pages or similar, please “save as” (or export) to MS Word format.
Word Length Limit Reminder:
Please remember that distribution plans have a specific word length limit which includes all of the required elements noted below. You calculate the “word length” by using the word count feature in your word processor (they all have this function).
Specifically, our “Standard” level distribution plans have a base word length limit of 800-1,200 words (no actual limit, this is recommended guideline), and our “Premium” level dissemination plans have a base word length limit of either 400 or 500 words total. You can learn more about word length limits below, this page. 300-500 words is an optimum word length for any modern press release. Word length limits are specified in our Plan Comparison Charts.
Content Requirements - Step by Step:
All press releases start with a headline (or “title”). This is the main element used to link to your news online, used as the subject line in emails to media folk, and describes what it is you're announcing as news. It should contain your most important focus keywords. Headlines are now done as Initial Capped and not ALL CAPS.
NOTE: Your headline should not be longer than 20 words or Google News may skip your story entirely and it may be severely truncated when shared to social media.
Also note, only ONE secondary headline (or “subhead,” sometimes called a “deck”) is supported, which also should not be longer than 20 words for best results online. If you are submitting the same release to multiple newswires, or mixing junk free posting sites with legitimate wire services, you should change the headline and first paragraph on the junk site to avoid duplicate content problems with Google (content coming from a newswire like Send2Press is identified to Google as the “syndication source”).
2The First Paragraph:
All press releases have (following a headline and optional sub-head, as noted above) a first paragraph which is sometimes called the summary. This is primarily what is seen in social media (e.g., Twitter Card, Facebook, Google+, etc.), Google News, and most search engines related to your press release. This section always starts with the “dateline” which is the city and state where the news is originating (such as where the business/company is, or an event location).
The city is done ALL CAPS, and the state is abbreviated to AP Style and not post office abbreviations (we'll fix this if needed), and then the date the release is being issued (not a date in the past). The dateline is followed by our wire service identifier which is
(SEND2PRESS NEWSWIRE) and then two hyphens, then the text of the summary about your news. See examples in next section.
3News Source Attribution:
This first paragraph section should also include your most important focus keywords (for SEO), and must have what is called “attribution,” which is the name of the news source announcing the news to make clear who is issuing this press release (Cogsworth Cog Co. in two examples below, or Neotrope in the graphic example).
For example, in a press release being issued by Cogsworth Cog Co., the agency submitting the project is not the source, nor is the product being announced. The “news source” would be Cogsworth Cog Co. No release will be issued without proper attribution (we do not accept anonymous news or fake articles about a company written in positive light). The entire summary section should generally be one solid paragraph of your most important information and never more than 80 words or less than 20 words.
Two examples follow with attribution highlighted and with example datelines:
LOS ANGELES, Calif., July 1, 2013 (SEND2PRESS NEWSWIRE) -- Cogsworth Cog Co. today announced their new line of whacky widgets to wash wonderful rabbits for relief from wrestling....
CHICAGO, Ill., Sept. 1, 2015 (SEND2PRESS NEWSWIRE) -- A new line of cogs for logs shaped like dogs will be revealed at the 20th anniversary CogShow in Chicago, Cogsworth Cog Co. announced today. Cogsworth will be showing the new systems at booth #1234 in Coggy Hall, Sept. 20-24.
4Body of Press Release:
The body continues the first paragraph information (not repeating it), and this is the meat and potatoes of what you want somebody in the media to know about your news and why they should consider it of interest to their audience. The last paragraph in a release is often used for a “boilerplate” which is a section about the company, or about a person such as a book author along with link to a website for further information. Between the first paragraph and the boilerplate, a quote from someone at the company, or from a book author, or musician doing self-promotion, is always recommended as modern “lazy media” will often take a quote from the release and never contact you.
All quotes from a person at the company should be properly attributed to that person by real name and title, as applicable. Anonymous quotes are not acceptable or elements like According to a company executive.... A press release is news coming from you (or your client), not being written about you. Similarly, use of aliases or abbreviations for a person's name is not proper attribution. Media folk won't quote or work with people trying to hide who they are. International firms should not be shy about using real names as there is no bias in the media for a particular ethnic or non-English family name.
Multimedia elements (links to image(s) or video), and social media links are often put at bottom after the main news text, and before the media contact info.
Using anchor links (links to your website on words/phrases, or visible URLs) is allowed for up to ten links, however be aware that due to Google's guideline changes as of Aug. 1, 2013, these kinds of links will likely no longer help your SEO as they will be set as “rel=nofollow.” Visible (or “naked”) URLs/URIs are recommended. A visible URL link to your main home page will be a “dofollow” for SEO link juice. (See using anchor links section, below this page, for additional information on this topic.)
Using Charts and Tables:
It's best to avoid trying to include charts/tables in a press release as the column width varies on websites and tends to break the layout due to differences in local HTML style sheets, font sizes, etc. Copies in email which push as plain text may no longer line-up and defeat the purpose of the information. For charts — such as tables with columns and rows — using a web .jpg, or including a link to PDF, or a detailed web page, is preferable.
5Media Contact Info:
All press releases issued must have a contact person for the media; this is not optional. This includes a person by full name, company or agency, phone and valid email address. Normally this is coded “for media only” but you may also instruct us to make the information visible to all online. Note than even if coded media-only, it's no guarantee it won't be visible online. You cannot issue a release anonymously or without a point of contact for media.
Public and Media Only Contact Options:
In some cases you may want to have some contact info be for the public, and print online with all the release copies, and also have the normal “for media only” contact info which is required — and this can be totally different information. In these cases, the simplest way to let us know what should be public is to put three number signs (also called hash marks) at bottom of your text as ###. So, anything above the ### will be public, and anything below will be only for media, including any true note to editors, link to a press kit or other.
NOTE: When we send the release by email, we do put the media contact at top as per traditional practice. For online copies any public media contact goes at bottom.
Copr. © 1999-2013 by Christopher Laird Simmons and Neotrope® - all rights reserved.
Included with all of our “Standard” and “Premium” level distribution plans, we provide a review of your provided content and will attempt to correct any AP Style issues, and/or minor typographical and grammatical errors. This free review is not a revision service. On request we will provide a “checking copy” of our changes, for your review/approval. However, if you need to have us make back-and-forth changes on approval, with additional revisions to drafts, we do offer a one- or two-draft re-write service, which is an optional paid service. While we will try to catch all your mistakes with the free review, if any, we cannot guarantee we will catch all errors in provided text. Ultimately, it's your responsibility to provide properly written and error-free materials. Just for reference, on average we catch 5 typographical errors (typos) and 4 AP Style errors per project.
Example Press Release Files
|These example file downloads show what a typical press release looks like as far as formatting, following the requirements specified above.|
|When you click/tap button you will need to save to your local hard disk or cloud app to open.|
Example Press Releases Online:
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Understanding Word Length Limits
The concept of having “word length limits” goes back to the days when most press releases were sent by fax, and typically a 400 word release in Times Roman font would fit on one page. So, if a release were longer than that it would require an additional page, and take longer to send by fax machine. Most newswire services would charge more for the extra page(s). hence the upcharge on word length.
Of course, today there is no intrinsic difference between a 400 or 800 word long press release when sent electronically by email or published online. However, most of the traditional newswires like PR Newswire®, BusinessWire® and others, still charge based on word length and their justification is that it covers cost of proofing and formatting.
“Standard” Level Distribution Plans:
Neotrope's Send2Press® Newswire service plans, which we call our “Standard” level plans, have a base word length limit of 800-1,200 words, which includes the headline, dateline, body of release, links to any multimedia, and the media contact info.
“Premium” Level Distribution Plans:
Because our “Premium” level plans extend our services by including additional distribution and syndication from PR Newswire®, we must charge PRN's rate for word length since they pass that fee along to us. So, we must pass that upcharge to you, as you might expect. Our Premium National PLUS and Premium National MAX plans have a 400 word base length limit, while the Premium National LITE and Premium National plans have a 500 word base length limit.
All plans with International Add-ons:
All plans with international add-ons have a base word length limit of 400 words. And there is an upcharge for the international distribution in addition to any domestic word length fee.
What is the best word length for a release?
The optimum word length for a press release is 300-500 words. Too short, and there may be some issues with Google and syndication. Too long and it may be flagged as spam by mail servers when the release is sent to editors. Remember than in the old days, a release was the main communication about the news, while today custom web sites, landing pages, and online press kits, can all be simply linked to from the release to provide in-depth backgrounders, bios, high-resolution images, video, and downloadable PDFs or other materials.
|Example Upcharge by Plan Level — as of March 1, 2014|
|Distribution Plan Level||Word Length of Release|
|400 Words||500 Words||Additional Words|
|Standard Level Distribution Plan (U.S.)||No Upcharge|
|Standard Level National Distribution Plans with International Add-on Option(s)||No Upcharge||Upcharge for each 100 words over 400, for international fee (UK, Canada, etc.)|
|Premium National PLUS and Premium 4-States PLUS Distribution (U.S.)||No Upcharge||$105 each 100 words or fraction over 400 words|
|Premium National MAX Distribution (U.S.)||No Upcharge||$195 each 100 words or fraction over 400 words|
|Premium National PLUS and National MAX Distribution (U.S.), with International Add-on Option(s)||No Upcharge||Length fee each 100 over 400 for U.S., PLUS fee for the International Circuit per 100 words over 400.|
|Premium National LITE Distribution (U.S.)||No Upcharge||Additional fee each 100 words or fraction over 500 words|
|Premium National LITE Distribution (U.S.), with International Add-on Option(s)||No Upcharge||Length fee each 100 over 500 for U.S., PLUS fee for the International Circuit per 100 words over 400.|
• PRN raises their word length fee typically each year on first day of March.
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Using Anchor Links in Press Releases
IMPORTANT: Our anchor link policy changed Aug. 1, 2013. Anchor links on words/phrases no longer serve any purpose for SEO.
Using hyperlinks (anchor links, or “backlinks”) on words/phrases is allowed for up to FIVE (5) links, however be aware that due to Google's guideline changes as of Aug. 1, 2013, these kinds of links will no longer help your SEO as they will be set as “rel=nofollow.” Visible (or “naked”) URLs/URIs (e.g., www.send2press.com) are recommended for clarity in place of links on words/phrases.
All sites syndicating/cloning our news will set anchor links to nofollow and may remove links on words/phrases entirely. Anchor links on words do not appear in emails sent Direct-to-Editors™, only visible URLs.
One “Dofollow” Link Allowed:
A visible URL link to your main home page will be a “dofollow” for SEO link juice, which is allowed per Google's guidelines for links in press release content. This link will only be dofollow on our main site. As noted above, all sites “cloning” our news will add nofollow to all links on words/phrases. Blogs or legitimate sites which may pickup your story and create an article or mention, may use dofollow links depending on their editorial/site policies, but this is understandably outside our control.
How to Specify Anchor Links:
To insert anchor links in your release on words/phrases, simply highlight the word/phrase in MS Word and right-mouse-click to select hyperlink and then insert the link you want the word(s) to link to on your website. See the built-in help in your word processor to learn how to insert hyperlinks. You do not need to insert hyperlinks on visible URLs like
While you may use anchors on any phrase in your text, we highly recommend for clarity you consider only using these three link types: a link on a CEO name to his/her bio page, a link on the company's main product in the release to the product page on website, and perhaps a link on company name to homepage. “Spammy” anchors, such as multiple links on a book title to different pages is not allowed. A visible URL cannot link to a different URL than what is shown.
Links on phrases like “California's Best Chicken Soup” serve no purpose anymore for SEO, or in helping a reader link to something relevant in your news text (however, having the phrase in the release does help the SEO for that phrase). It's highly possible Google will still follow links tagged as rel=nofollow but simply not assign value to the link (aka “link juice”).
If you want links to be visible in emails to media, and on most sites cloning news, you should only use visible URLs (e.g., www.site.com/pagename/). For very long link strings (more than 60 characters), you may want to use Google's URL Shortener service.
Tracking and Affiliate Links:
We do not allow any “affiliate links” in press releases (such as links to Amazon or iTunes with affiliate IDs in the URL). We used to disallow campaign tracking links such as
myurl.xyz?utm=id1234, as they used to appear as advertising to Google. However, we now allow these links in text of a press release (all tracking links will be “rel=nofollow”). Some sites will strip these kinds of links out entirely, which may defeat their purpose.
Normal “clean” URLs are always preferred. It's best to avoid temporary landing page, or short-term campaign links of any kind in your releases.
NOTE: You cannot change out or modify links at a later point in time as a press release is not an advertising program. Any anchor links on words/phrases in press releases on SendPress.com prior to Aug. 15, 2013 have been disabled to comply with Google's requirements and to ensure existing clients do not receive any “unnatural links” warnings related to our archival content. (Thankfully, for content from 2000-2010 we didn't allow such links on this parent site anyway, only on syndicated copies.)
CAUTION: While we allow hyperlinks on words/phrases, it is entirely possible at some point Google (and/or Bing, etc.) may consider ALL such links as “spammy” links in press release content, since it's not organic material such as an article or review on a magazine or newspaper site. Be aware that if, let us say two years from now, Google suddenly decides these kinds of links are “bad” or spammy, we cannot guarantee we will have any option to remove the links from any site, including our own. Use of any such links is done entirely at your own risk. Again, as noted above, visible URLs are recommended moving forward over links on words/phrases in all press releases.
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Image Usage and Requirements
All Send2Press news distribution plans include one (1) free web-resolution photo or logo which will appear online with the story on many sites (including Google News, Twitter, G+, Facebook, Pinterest, etc.). All “National” plans include a free print-resolution image (300dpi) for media use. This is typically a product image, book jacket or music CD cover, or headshot of a new hire or company CEO being quoted in the text (cannot be an ad banner). A company logo can be used instead of a photo, if no photo is available; however, a photo is always preferred.
Where do Images Appear?
Images with our press releases appear online on most sites syndicating the Send2Press version. With “Premium” level plans, the PRN versions appear as link to image only, unless you opt for the PRN Internet Photo Distribution option (see below, this section). Common places online showing the image with the text include: Google News, Twitter Cards, Facebook, Pinterest, LinkedIn, Scoop.it, Stumbleupon, Bing News, etc.
Images will appear on many sites as 600x450 pixel images, however will run smaller on responsive layouts. This size works well in being enlarged or reduced in size to fit modern mobile-friendly and desktop/notebook layouts.
NOTE: that from time to time certain sites (including Google News and Facebook) have “hiccups” outside our control, and may skip image import with story content/excerpts. With Facebook this seems to happen more often when the image is a logo instead of photo due to limited color range.
Using Multiple Images:
You may optionally pay a small fee to include an additional image online and/or for print, however most sites and social media only use the “main” image, so having a second image is typically only done when there is something like a joint announcement where two CEOs each need their name (and photo) in the online release copies. Remember you can link to a press page, event image gallery, or slide show in your release to direct readers to in-depth photo coverage on your own site or media repository.
Accepted Image Formats:
We accept images in any file format (except animated GIF), up to 10MB when submitted on a project form (maximum 3MB any files sent to us by email). We prefer images provided separately from the MS Word (or other word processor) file, however we can now easily extract an image from MS Word if necessary. For books, we can also use a PDF proof provided by the publisher to grab the front cover image. We will always check and correct/optimize any images prior to issuance.
UPDATE: As of May 15, 2016, images in our network for press release content appear as 600x450 pixels (upgraded from 500x375 pixels of past few years) web-optimized images, so ideally any provided image should be at least this size. Print images for media are provided as link to 4x5-inch 300dpi RGB Photoshop .jpg files with quality factor of 7 to 10 (depending on image type); we will conform scanned provided images with oddball sizes (like 24-inches tall and 96dpi) to correct print-friendly format for media. Note that for the free web image we do put a small identifier bottom right of image outside border, so "actual" image area is closer to 600x425px. As always please review any of our current news pages to see live examples of how images appear in our news. Copies for media do not have our name on them, only the web images - to identify where the image is being loaded from when copied to other websites, or when it's being loaded off our server without permission, or via syndicators.
If your image requires a photographer credit, we can put a stripe across bottom of web image identifying the credit and © if needed (this should also be in your release text with an appropriate image caption). It's your responsibility to ensure you have a signed release from the photographer for use of the image online and for replication across the internet and in social media. You assume all legal responsibility for use of image with your press release, per our Terms of Service (TOS).
Images We Cannot Accept:
We do not accept any images which look like ad banners as media cannot use them, and they would appear as advertising on sites which clone both our text and image. We also cannot use “stock” (royalty free) images, as we are unable to verify that you have the licensing rights to extend usage and publication across the internet in perpetuity (most stock image licenses only provide for your own use, not reassigning rights to others for use).
NOTE: Image(s) in press release cannot link to your website or landing page because Google requires the image “unlinked” to capture in Google News and Image Search.
Photoshop “Guru” on Staff:
One of the most under-rated value-add services which Send2Press has provided its clients the past decade has been having a Photoshop “guru” (Christopher Simmons) on staff to help do minor fixes to images, as time permits. Sometimes this is simple color correction (removing yellow or blue cast from non-studio lighting), making yellow teeth white, or fixing a photo shot at a bad angle with a low quality digital camera. While this extra free service is not always available, we do try to correct images where possible.
NOTE: Pre-approval of custom corrections not available, except at added cost of $25 per image, on request. Custom work not available for budget “Standard” Online-Only/Focus plans.
Optional PRN Photo Distribution:
With our Premium National PLUS and Premium National MAX plans, you may optionally order an add-on option which is $325 (as of March 1, 2014), which will embed your photo with the PRN copies of news announcement online, on up to 1,200+ sites worldwide and image will be downloadable for online blog/media use. Image must be at least 800 pixels in one direction (length or height) and can be photograph or logo. This option is NOT available with the Premium National LITE, Premium State, or Premium Online Only plans. However, these “lite” plan includes a basic online-only image on PRN networks at no added cost.
Optional Times Square Billboard with PRN Photo Distribution:
For clients using Send2Press' Premium Industry PLUS, Premium 4-State/Regional PLUS, Premium National PLUS and Premium National MAX plans that add distribution via PR Newswire®, you may optionally order an Time Square + Internet Photo Distribution package for $495 which will include your photo along with release text on up to 1,200 web sites including Yahoo!, MarketWatch, ABC affiliates, etc., plus high-res snapshot of your news live in Times Square.
With the selected PRN photo upgrade, the image will appear on The Reuters Sign in N.Y. Times Square. Multiple low-resolution webcam snapshots of your photo displayed on the 23-stories tall Reuters Sign will be provided for your use after story is live, within 5-7 working days. Note: the example Times Square image shown above-right has been cropped and reduced in size to fit this space from the optional “high resolution” image (the low-resolution image is generally only useful for proof the story ran in Times Square). Full size example image of the high-resolution option available on request.
Requirements for PRN Internet Photo Distribution package:
Provided image must be 300dpi and 9 inches on one side to meet PRN format, or it cannot be used. A Photoshop .jpeg, RGB, with quality of 7-10 is preferred (NOT web-optimized). You can send us image in advance to verify it will be accepted. For the more costly Times Square option, you cannot schedule the time it will appear in Times Square, but it will appear on multiple days in 15-second time windows.
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Overview of Basic AP Style Usage
Send2Press® Newswire follows what is called “AP Style,” which was originated by the Associated Press (AP). The common guidelines are used by most news organizations, publishers, and major legitimate newswire services. We will correct your release to AP style as appropriate.
Some of the basic guidelines include putting commas and periods inside of quotes, using the word percent in place of the % mark, and using the words inches and feet in place of inch or foot marks; and using slightly different abbreviations for dates and U.S. states. We have provided some “cheat sheets” as downloads in PDF format and also some quick reference examples below.
All U.K. English text will be conformed to U.S. English usage, for North American media.
Example Associated Press (AP) Style Guides (PDFs):
NOTE: These downloads require Adobe Acrobat Reader to open/view.
When you click/tap button you will need to save to your local hard disk or cloud app to open.
Quick Guide to AP Style U.S. State Abbreviations:The following chart shows the general AP rules for usage of state abbreviations when used in datelines, and in the body text of a news announcement.
Don't Abbreviate Eight:
Post Office Codes:
LOS ANGELES, Calif. / ST. LOUIS, Mo. / PHOENIX, Ariz. / DALLAS, Texas
Big Bad Company, 123 My Street, Los Angeles, CA 90000.
LOS ANGELES, Calif., July 1, 2013 (SEND2PRESS NEWSWIRE) --
|Months in dateline, and AP date abbreviations:|
|Spell out months when used alone or with either a date or year but abbreviate them to the following when used with a date and year. All months with five letters or less are never abbreviated. Never abbreviate days of the week.|
|January ‐ Jan.
February ‐ Feb.
March ‐ March
April ‐ April
|May ‐ May
June ‐ June
July ‐ July
August ‐ Aug.
|September ‐ Sept.|
October ‐ Oct.
November ‐ Nov.
December ‐ Dec.
Brooks went missing on Tuesday, Jan. 31, 2012.
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News Content We Won't Accept
Because Send2Press® Newswire syndicates news across multiple high-quality news sites as well as traditional information systems like Lexis Nexis, we hold our content to a higher standard than most. This means we turn away most of the news content “allowed” by the junk free posting sites, and all-you-can-eat services which don't work with major syndicators.
Specifically, we will not accept any of the following content:
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Deadlines and Scheduling
With all Send2Press targeted distribution plans (both “Standard” and “Premium” plans), you may specify when you want your release to push to the media and post online, as either “ASAP” (default), or a future date/time. The Premium National LITE and Standard Online Post plans can only be scheduled for next morning or future date, and not same day.
All news is scheduled based on Eastern Time (EST/EDT) and must be specified as such. EST is Eastern Standard Time. EDT is Eastern Daylight Time (aka “Daylight Saving Time”).
Our Normal Business Hours
|Pacific Time PST/PDT||Mountain Time MST/MDT||Central Time CST/CDT||Eastern Time EST/EDT|
|9 a.m. to 5 p.m.||10 a.m. to 6 p.m.||11 a.m. to 7 p.m.||12 p.m. to 8 p.m.|
|Open Monday through Friday; Closed Weekends (Sat. and Sun.) and holidays.|
|Daylight Saving Time begins at 2 a.m. local time on the second Sunday in March. On the first Sunday in November areas on Daylight Saving Time return to Standard Time at 2 a.m. The names in each time zone change along with Daylight Saving Time. Eastern Standard Time (EST) becomes Eastern Daylight Time (EDT), and so forth. Arizona, Puerto Rico, Hawaii, U.S. Virgin Islands and American Samoa do not observe Daylight Saving Time.|
|NOTE: You may order and submit projects 24/7 365 days a year.|
2015 U.S. Holiday Hours
|Closed January 1 (Thursday).
Limited hours Dec. 31 and Jan. 2 (Friday): 9 a.m. to 12 p.m. PST.
|Closed May 25 (Monday).|
|Closed July 4 (Saturday).
Limited hours July 3 (Friday): 9 a.m. to 12 p.m. PST.
|Closed September 7 (Monday).|
|Closed Nov. 26 (Thursday) and Nov. 27 (Friday).
Limited hours Nov. 25 (Wed.): 9 a.m. to 12 p.m. PST.
|Closed December 24 (Thursday) and December 25 (Friday).|
New Years Eve
|Closed December 31 (Thursday) and January 1, 2016 (Friday).|
Neotrope/Send2Press is open most U.S. “bank holidays” (observed Presidential birthdays) but we are closed for all major U.S. holidays such as Memorial Day, Independence Day, Labor Day, Thanksgiving, Christmas, and New Year's Day. When a holiday falls on a Tuesday or Thursday, we will be closed the Monday or Friday as part of the “long weekend” for that holiday. You can order plans and submit projects while we are closed, however nobody will personally confirm your project(s) until the next business day.
Same Day Distribution:
Typically we can issue a properly-formatted release (per our “requirements”) within 1-3 hours during our normal business hours. In certain instances, such as last/first day of the month, this may actually be longer depending on work load. We can issue news the same day if received by 2 p.m. PST/PDT (5 p.m. EST/EDT). Items received after 2 p.m. PST/PDT will be set-up for the following morning, typically for 8 a.m. EST/EDT (Eastern Time). We are closed weekends and major U.S. holidays.
We issue news in the order received and asking for “rush” service is not applicable to our service, as all same-day news is considered time-sensitive.
For the fastest possible service, please ensure:
- Your release meets our requirements for proper headline, dateline, attribution, and media contact.
- Is fully proofed for common spelling errors (run spell-check).
- Conform things like Cogsworth Co., Inc. and CogsWorth Co. Inc. to consistent format for capitalization and commas.
- Check that the word length matches, and does not exceed, the base word length limit for your chosen plan — especially “PREMIUM” level plans which normally have a 400- or 500-word length limit.
Next Day or Future Day/Time Distribution:
When you submit a project for distribution, you can specify any future day/time (per the chart found below). While the “Premium” level plans may be set for any day/time 24/7, the “Standard” level plans can typically only be scheduled for mornings (based on our legacy 2005-2013 system; upcoming 2015 system will support any time 24/7).
NOTE: While it should be self-evident, it's worth noting that if you submit a project after hours, you obviously cannot schedule it to go out prior to when we open the next day. Similarly if you submit a project on Sunday, it cannot go out prior to when we open on Monday.
|Example Scheduling Options by Plan Level|
|Standard Plans||Premium Plans|
May be scheduled for:
• ASAP (default)
• 6/7/8/9 a.m. EST/EDT*
Monday through Friday
*(half hours or quarter hours not supported)
• 8 a.m. EDT/EST Saturday or Sunday
May be scheduled for:
• ASAP (default)
• Any time 24/7 EST/EDT*
*(half hours and quarter hours supported;
example: 8:15 a.m. EST)
|“ASAP” typically means within 1-3 hours, during our normal business hours of 9 a.m. to 5 p.m., Monday through Friday, Pacific Time (PST/PDT). Standard Online Post plan and Premium National LITE plan can only be scheduled for next monrning or future date. For Premium National plan, allow 4 hours for PRN version to push.|
International Add-on Options:
With our “Premium” level plans, or selected “Standard” plans, we have additional options for international distribution. For the U.K. and Canada, news in English will push at approximately the same time as the U.S. version. For other countries, such as Japan, there may be 1-2 day delay for the professional translation and local approvals and when markets are open. (Pre-approval of translation not available.)
Hold for Call Option:
In some instances you may wish to submit your finalized release and have us prepare it to be "ready to go,” while you're waiting for a website update, an app to be approved by the App Store, or a book to be added to Amazon, or similar event. When you submit any distribution project, or hire us to write and distribute your release, you may specify to hold for call. This means we'll keep the release on hold until you're ready. When you're ready to go, you can simply email us and specify your desired push time, per the above noted scheduling (e.g., “ASAP” or future day/time).
Best Day/Time for Distribution:
With modern social media and instant syndication of news, there is no longer a “best day” for news to go out, contrary to what you may be told by some folks. One PRSA (Public Relations Society of America) study in early 2013 implied that sending news later in day got better response from daily media (e.g., newspapers/broadcast), while our experience as of 2013 has shown no specific time of day is best. The exception is financial news which should always push/post start of day (e.g., 7 a.m. EST/EDT) whenever possible. Newspapers typically want event news at least 14 days in advance of an event.
Optional Embargo Time for Premium Level Plans:
Please note that with all of our “Premium” level distribution plans, which push via PR Newswire® in addition to Send2Press®, we will normally push the S2P version an hour ahead of the PRN version to minimize overlap with some wire systems which pull news and syndicate from both wire services. Specifically, this means that if you schedule a release for 7 a.m. EST/EDT, some copies will begin to appear online 1-2 hours ahead of that push time; this is normal.
In some rare instances, you may need to specify an “embargo time” such as where you may be doing a product reveal at a specific time at a trade show, or similar event and don't want anything to appear prior to that time. You can specify the embargo time for “Premium” plans, on the project form when submitting your press release.
Concierge Style Service:
Please remember that our “concierge style” news distribution service doesn't require you to paste your text into an online system and do all the work. With our service, we proof and edit your text from your original word processor file then conform that to AP Style, and then format for email and online versions. We also need to set-up any photo/logo, verify hyperlinks actually work, and run the final version through a second spell check prior to issuance before adding to our two systems for dissemination (email and online syndication). This all takes a little bit of time, as you might expect. Since we cannot fully “retract” a press release once it's “in the wild” we try to ensure the news announcement is as error-free as humanly and technically possible.
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Answers to Top Frequently Asked Questions (FAQs)
New Customers FAQs
You must review our minimum content requirements prior to submitting any press release distribution project.
View Plan Comparison Charts
|Standard Level Distribution
Distribution by Send2Press® Newswire to U.S. daily media (newspapers, broadcast), national trade media (magazines), online media, social media, news syndicators, Google News, search engines, clipping services.
|Premium Level Distribution|
Distribution by Send2Press® Newswire, plus distribution via PR Newswire® to up to 5,000 online media points, PRN daily media in one U.S. state, national magazines (“comp trades”), and more.
|Example Standard Plan Levels|
Target daily media in ONE state, plus social media.
Target daily media in up to four states, social media, and national trade pubs.
Target daily media nationwide, plus social media and national trade pubs.
Target daily media in ONE state, social media, and national trade pubs.
Target online sites, social media. Not sent to daily or trade media.
If you wish to primarily reach national trade publications by industry (such as computing, finance, or medical), you might consider the Industry Focus Plan. If you need to reach daily media in all U.S. states, and applicable national magazines, then of course you would consider the National Plan. If you want to reach daily media in multiple states (e.g., NY+NJ+CT) along with national trade pubs, then you'd consider the 4-States Plan. If you are simply announcing a local event and don't need to reach trade pubs, then our State Plan is for just such announcements. And, if all you care about is online placement, our Online Focus plan does that.
NOTE: As of March 1, 2014, we began rolling out a simpler plan matrix, led by our new for 2014 “Premium” level plans which replace and simplify our old and now retired “Extended” plans.
A next day “final” SiteWatch report provides some updated information including initial reads tracking across multiple sites and our Engagement Score which quantifies the initial views of your news which we can verify. Reports with distribution also include list of example media your news was sent to by email Direct-to-Editors™. NOTES: (1) This is NOT a “media monitoring” service. (2) Our PRTrax™ Dashboard is being re-tooled for 2014, and is currently offline.
All plans include a custom PRpurls™ click-through tracking dashboard for the story shortcode, which shows how many click-throughs are generated from our social media campaign for your story. This shows ROI of actual full text reads vs. simply being shared on social media.
Our Premium National PLUS and Premium National MAX plans also include enhanced Visibility Reports with metrics on which media have read story, geo data, and readership on the PRN network.
An example report will be provided on request, provided it's not from a free (anonymous) email account.
If you need to have us make changes on approval, with additional revisions to drafts, we do offer a one- or two-draft re-write service, which is an optional paid service.
If you need links to additional rich media, simply put link to the landing page in your release text (e.g., SoundCloud playlist, Flickr gallery, etc.).
Send2Press 3.0 System for 2014:
With our upcoming 2014 news system revamp we will also support SoundCloud inline with text, as well as photo galleries and additional multimedia features at no added cost.
Christopher Simmons, CEO Neotrope/Send2Press.:
The response your news receives is directly related to how “newsworthy” the receiving media outlet considers it to their respective audience, and is NOT related to the high quality of our distribution service. The response varies wildly as it's not the same as direct marketing, since you're not targeting potential customers, but are reaching out to the media who can be highly jaded and even biased on certain topics.
I have seen clients get calls from The Hollywood Reporter the same day, get called by CNN for an on-air expert appearance 3 months after a release goes out, and one book author got interviewed a year after a release by the Christian Science Monitor (who called us to track down the author after his media rep took a hike).
I also know one teenage poetry author who issued a release in early 2013, then called his local paper and they said, “Hey! We were just reading your press release and were going to call you about an interview.” The same young poet called another paper, and they told him they had already run a story about him in their paper. Two weeks later an online magazine did an article about him. Needless to say, he was highly ecstatic over all of this. But your mileage may vary. Some folks get no media response whatsoever — which is the nature of doing press releases.
Your release should be considered an “invitation” to the media to consider your news, and it's entirely up to the receiving person to decide what, if anything, to do with it. So, please remember it can take hours, days, weeks for somebody to actually use your news in many cases; it doesn't often “explode” in the first couple of hours unless it's truly remarkable or unless one major outlet like AP runs with it.
Note that magazines have 1-3 month lead times for print editions (changing with shift to online and digital media), newspapers can sometimes post online if no print space and need 14-21 days for event news, broadcast outlets tend to take only human interest or offbeat news, and online sources are difficult to measure (some “clone” stories, some make short mention on a page with ten other news snippets, and so forth). So-called “advertorial” news gets very little - if any - response (“we're having a sale/promotion/giveaway”).
Pricing and Payments FAQs
Plans don't expire, so you can plan a campaign for the year (such as doing one release per month), or for agencies you could use plans for multiple clients. Discounts only apply when the quantity purchase is made on the same order, not cumulative single orders over time, or back-dated purchases.
We also provide quantity discounts on “Premium” level plans which is typically a 10% discount when you purchase three (3) plans at one time. Inquire for assistance.
How to Apply:
To obtain the discount code, your organization simply needs to provide the IRS confirmation letter showing your org's 501(c)3 charity status and EIN (you are required to provide this document on request). Well-funded trade groups supporting large companies will not qualify for the discount, nor will so-called “not-for-profit” groups not recognized as 501(c)3 charities, or political action committees (PACs).
We offer a 10% discount on writing (keep in mind we pay our writers per project). We also offer a 10% discount on “Premium” level plans. Note these plans already include a 20% discount off PRN's services when added in addition to our own. This program is being revised Spring 2014 (pardon the mess!).
NOTE: Non-profit discounts are provided at our sole discretion and subject to verification of 501(c)3 charitable status. Services are pre-paid and ordered online through our secure order system.
The Send2Press® Newswire service is more of a traditional wire service, based on our traditional PR offerings, and 30+ years in the business of news distribution. With our accredited staff of public relations professionals, working journalists and content creators, we offer more of a “concierge service” than a simple online posting service. We spend a minimum of one hour on every project, if not longer. Those cheap all-you-can-eat services, don't offer our level of expertise. Send2Press was launched in 1999 as a spin-off of Neotrope, which has been in this industry since 1983.
Or, put another way, we're more in the wedding cake business than the burger flipping business.
Without boring you with the back-story, we require pre-payment for all projects to keep costs down, maintain a focus on client interaction and not managing collections, and pre-payment is also used as a security verification function. If you wish to “pay over time” without using a credit card, you can opt to use the alternate PayPal payment method at checkout (which offers credit terms separate from our service) instead of using a personal or company credit card.
Existing Customers FAQs
Secure Order Center:
If you need to place an order you will note at top and bottom of all pages on our website the links to “Order Services.” This takes you to our Secure Order Center, where you can log-in to place an order by adding a service to your cart, completing checkout (payment), and then submitting your project after checkout. You can also look up past orders (later than 2010), and print order receipts if needed.
Submit a Project Form:
Our Project Form to submit a press release does not require a log-in, but it is not a public page and cannot be reached from the site navigation. A link to the project form page is found in your order receipt(s), and is shown on the checkout complete page. If you cannot find the link in your receipt(s), please contact us for assistance during our normal business hours. All services are pre-paid and ordered online before submitting a project form.
If you have pre-paid for an agency/multi-pack, or multiple plans in advance, or are a recipient of our Non-Profit PR Grants™ program, your welcome letter should have the link to the project form. If you have misplaced that, or never saw it in your email box, please contact us to re-send, or email you the link to the project form.
PRpurls™ Social Media Click Through Tracking
A link to your per-story click tracking is provided in each clear time confirmation email and your SiteWatch™ reports. There is no central account to log-in to in order to view all your click-tracking from single account.
PRTrax™ Reader Metrics Dashboard:
Our classic PRTrax Reader Metrics dashboard offered from 2007-2012 is no longer available, and was retired due to the current privacy settings in modern web browsers making its tracking system largely irrelevant. A new version of this system, using server-side tracking, will be available starting in 2015.