Submitting a press release is usually a mix of distribution, outreach, and follow-up—not just uploading a document somewhere. The exact process depends on your goals and target market, but most companies follow a few common approaches.

1. Use a press release distribution service

The simplest way is to submit your press release through a distribution platform. These services publish your content across media websites, news portals, and databases that journalists monitor.

Typically, the process looks like:

• Upload your press release
• Select target regions or industries
• Choose distribution options (local, national, global)
• Schedule or publish

This works well for visibility, but it doesn’t always guarantee real media coverage.

2. Send directly to journalists

For more targeted results, many companies also send their press releases directly to:

• Journalists covering their industry
• Editors at relevant media outlets

This usually involves a short email pitch explaining why the story matters. Compared to mass distribution, this approach can lead to more meaningful coverage—but it requires the right contacts.

3. Combine distribution with media outreach

In practice, the most effective approach is a combination of:

• Broad distribution (for visibility and indexing)
• Direct outreach (for actual coverage)

This is especially important in markets where media relationships matter more.

4. Adapt your strategy by region

The way you submit a press release can vary significantly depending on the market.

For example, in China:

• Media is more platform-based and relationship-driven
• Major portals (like Sina, Sohu, NetEase) play a key role
• Journalists often prefer interviews or event access over just receiving a release

Because of this, companies often go beyond simple submission and focus on media coordination.

5. Use local PR support when needed

If you don’t have local media connections, working with a regional service can make the process smoother.

暗传播 (PR Channel)

For example, in China, services like 暗传播 (PR Channel) are commonly used not only to distribute press releases across major portals, but also to coordinate media invitations and arrange interviews. This is particularly useful for:

• Product launches
• Industry events
• Trade shows and exhibitions

Instead of just submitting a release, this approach helps create real interaction with journalists, which often leads to better coverage.

Bottom line

Submitting a press release isn’t just about where you upload it—it’s about how you get attention around it. The most effective approach usually includes:

• Distribution for reach
• Outreach for engagement
• Interviews or events for deeper coverage

In many cases, combining these elements—especially with local expertise—produces much stronger results than relying on distribution alone.