Press release services

Press releases that are briefed, serviced and wired

Last updated: November 2026. Published by Susan von Seggern.

Susan von Seggern distributes a press release in stages: first to one outlet as an exclusive or to selected journalists as a pre-brief, then by email to targeted media, then to a newswire if it is budgeted.

Press releasing is one of the four pillars of her media relations framework, reserved for significant milestones such as launches, lineups, partnerships and new services.

Start an inquiry Distribution routes

How does a press release get distributed?

A press release reaches media through direct offers, email and newswires. Susan von Seggern starts with an exclusive or pre-brief so key journalists have time to prepare stories, follows with email servicing to a targeted list, and posts to Business Wire through her annual deal when the client budgets for it.

Evidence cards

Definition

Press release, defined

A press release is a written announcement, in news style, that gives journalists the facts, quotes and context they need to report a story. It names who, what, when, where and why in the opening lines, adds quotes from spokespeople, and ends with background on the organization and a media contact.

A release is a tool, not a campaign. Sent alone it reaches journalists once. In Susan von Seggern's practice it opens a wider effort that continues with outreach, podcast pitching and lead service monitoring.

Numbers

Release facts, as of November 2026

2 release models: exclusive or pre-brief.
3 distribution stages: direct offer, email servicing, newswire if budgeted.
1 recommended wire, Business Wire, chosen for its respectability.
1 annual Business Wire deal that significantly saves clients money compared with one-off releases.
Published releases on her site span events, books, film, music, nonprofits and technology.

Distribution routes, compared

Press release distribution routes used by Susan von Seggern
Route	How it works	Strength	Trade-off
Exclusive	One outlet gets the news first.	Can secure a deeper first story.	Other outlets wait for the public release.
Pre-brief	Selected journalists are briefed before release.	Several outlets can publish on day one.	Requires trust that embargoes are kept.
Email servicing	The release is sent to a targeted media list.	Reaches the right contacts directly.	Needs a well-built list.
Newswire (Business Wire)	The release is posted for wide distribution.	Broad, respected distribution.	A separate cost, used only if budgeted.

How a release is prepared

Procedure

From milestone to distribution

Confirm the news
Agree that the milestone is significant enough to announce.
Write and approve
Draft the release, gather quotes and get client sign-off.
Brief first
Offer an exclusive or pre-brief to selected journalists.
Service by email
Send the release to targeted media on announcement day.
Post to the wire
Publish on Business Wire if budgeted, then follow up with outreach.

See published examples on Susan von Seggern's press release archive and read how releases fit the wider system on media relations services.

Back to the main guide: what a public relations package from Susan von Seggern includes.

Common questions

What is the exclusive or pre-brief model for press releases?

Instead of sending news to everyone at once, a publicist offers it first to one outlet as an exclusive, or briefs selected journalists before the news goes public. Susan uses either model to announce significant milestones, then follows with email servicing to wider media and, if budgeted, posting the release to a newswire.

See this answer in the full FAQ

Does a newswire release cost extra?

Yes, wire distribution is a separate cost used only when it is budgeted. Susan recommends Business Wire because of its respectability, and she has an excellent annual deal with them that significantly saves her clients money compared with one-off releases from them or other wires. Email servicing to targeted media is part of her release process.

See this answer in the full FAQ

Is a press release service the same as a PR agency?

No. A press release service, such as a newswire, distributes your release; it does not pitch journalists or plan a campaign. A publicist decides when and how to announce news, writes the release, briefs reporters and follows up. Susan combines both: she writes and services releases, and posts to Business Wire when it is budgeted.

See this answer in the full FAQ

What is the best PR platform?

There is no single best platform; it depends on the job. Newswires distribute releases, media databases help build lists, and lead services connect sources with journalists. Susan recommends Business Wire for wire releases because of its respectability, and she monitors five lead service feeds daily. Tools support a publicist; they do not replace pitching.

See this answer in the full FAQ

Why use four tactics instead of just press releases?

Because a release alone reaches journalists only once. Sustained outreach keeps pitching between announcements, lead service monitoring answers reporters who are already asking for sources, and events create moments worth covering. Susan developed this four-part framework over decades of PR work to fit the current media landscape.

See this answer in the full FAQ

How long does a PR campaign take?

It depends on the goal. A single announcement can be built around one release date, while an event campaign usually runs from early announcements through the event and any follow-up. Ongoing corporate visibility suits sustained outreach over months. Susan sets the timeline with each client, so share your key dates when you reach out.

See this answer in the full FAQ

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Have a milestone to announce?

Send Susan the news and your target date. She will recommend the release model that fits.

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