Introduction

A press release is only useful if people can find it. Distribution is the step that takes a finished release and places it on news sites, financial portals and other outlets where journalists, customers and search engines can pick it up. If you resell PR, understanding this process helps you set honest expectations with your clients.

From upload to publication

It starts with the upload. The client, or you on their behalf, submits the release along with the basics: a headline, the body text, company details, a media contact and usually an image or logo. The distribution package chosen at this point decides which outlets the release is sent to.

Next comes review. Distribution partners and publishers have editorial guidelines, and releases are generally checked before they go out. A release may come back for changes if it reads like an advert, makes claims that cannot be supported or is missing contact details. Publishers can also decline or edit content, so it is worth telling clients that up front.

Once approved, the release is formatted and sent to the outlets included in the package. Timing depends on the outlet and the package. When the release is live, the client typically receives a report with links to the published pages.

What this means for resellers

Most avoidable delays come from the release itself. A clear, newsworthy headline, factual language, a named contact and a proper company description make review smoother and rejections rarer. A short checklist for your clients saves everyone time.

With WhiteLabelPR, this whole flow runs under your own brand. Orders are processed automatically, distribution time is 30 minutes, and distribution outlets include USA Today, AP News, Barchart and StreetInsider. Start free to see it from the inside.