Press Release Distribution Template for Education & Training
A procedure for writing, approving, and distributing press releases to media contacts and distribution services to generate earned media coverage.
Purpose
To effectively communicate newsworthy organisational announcements to the media and public, generating coverage that enhances brand visibility and credibility.
Scope
Covers all press releases issued by the organisation including course announcements, company news, executive appointments, partnerships, awards, and event announcements.
Prerequisites
- Newsworthy announcement or event approved for public communication
- Media contact list and distribution service access
- Spokesperson briefed and available for media enquiries
Supports compliance with the ESOS framework, CRICOS requirements, ASQA standards, and state education department reporting.
Step-by-Step Procedure
Draft the Press Release
Write the press release following the standard format including headline, dateline, lead paragraph, body, and boilerplate.
- 1.1Write a compelling headline that summarises the news
- 1.2Draft the lead paragraph answering who, what, when, where, and why
- 1.3Include supporting details, quotes from spokespeople, and relevant data
- 1.4Add the company boilerplate and media contact information
Review and Approve
Submit the press release for review by the marketing manager, legal team if required, and any quoted spokespeople.
- 2.1Submit the draft for marketing manager review
- 2.2Obtain legal review for sensitive or regulated announcements
- 2.3Get approval from any individuals quoted in the release
Prepare Distribution List
Select the appropriate media contacts and distribution channels based on the target audience and news category.
- 3.1Select relevant journalists and media outlets from the media database
- 3.2Identify industry-specific publications and online news sites
- 3.3Prepare the distribution list for the press release distribution service
Distribute the Press Release
Send the approved press release to the selected media contacts and submit it through the distribution service.
- 4.1Send personalised pitches to key journalists with the press release attached
- 4.2Submit the press release through the wire distribution service
- 4.3Publish the press release on the company newsroom or website
Follow Up with Media
Follow up with key journalists to answer questions, offer additional information, and arrange interviews if needed.
- 5.1Follow up with priority media contacts within 24 hours
- 5.2Respond promptly to any media enquiries
- 5.3Coordinate interview requests with the designated spokesperson
- Personalise follow-up messages and offer exclusive angles to key journalists
Monitor Coverage and Report
Track media coverage resulting from the press release and compile a coverage report.
- 6.1Monitor media mentions using media monitoring tools
- 6.2Compile a coverage report listing all placements with reach estimates
- 6.3Share the coverage report with internal stakeholders
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Number of media outlets that publish or cover the press release content.
Combined audience reach of all media placements resulting from the press release.
Frequently Asked Questions
When is the best time to distribute a press release?
Mid-week, early morning distributions tend to get the most attention from journalists. Avoid distributing late on Friday or over weekends unless the news is time-sensitive.
Should we use a paid distribution service?
Paid distribution services provide broad reach and are useful for major announcements. For targeted industry coverage, personalised pitches to key journalists are often more effective and should complement any wire distribution.
What makes a press release newsworthy?
Newsworthy press releases cover genuinely significant events such as new course launches, major partnerships, research findings, awards, executive appointments, or events of public interest. Routine business updates are generally not newsworthy.
Want this customised for YOUR business?
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