Updated October 2026. Press release distribution gets your news in front of journalists and editors who might cover it. In Kenya, a release that is genuinely newsworthy, well written and sent to the right people still earns coverage, links and credibility.
Who this guide is for: Companies, NGOs, startups and agencies with genuine news to share.
Contents
Is it news?
Ask whether a reader outside your company would care. New data, a launch that changes something for customers, a partnership, an appointment, a milestone or an event usually qualify. A product feature update usually does not.
Write a release journalists can use
- A headline that states the news plainly.
- A first paragraph covering who, what, when, where and why.
- One or two quotes from a named spokesperson that add opinion, not repetition.
- Supporting facts, figures and sources.
- A short company boilerplate and media contact details.
Keep it to about one page. Include photos or charts as links, not large attachments.
Data reports earn the most coverage
Original data, such as a survey, a price index or an analysis of public figures, gives journalists a story they cannot get elsewhere. Publish the full report on your website with the method explained, and link to it from the release so coverage links back.
Build a media list
- Target the reporters who cover your sector at each outlet, not the general newsroom only.
- Include online publishers, newsletters, podcasts and trade publications.
- Keep the list current; reporters move.
Distribution options
Direct email to a targeted list works best for most Kenyan stories. Paid wire services add reach across regions. Posting the release on your own newsroom page and social channels makes it easy to find.
Follow up
One short follow-up offering an interview or extra data is fine. Track coverage, links and mentions afterwards.
Key terms in press release distribution
- Boilerplate
- A standard paragraph describing your organisation.
- Embargo
- A request that news is not published before a set time.
- Media list
- A list of journalists and outlets to contact.
- Newsroom page
- A page on your site with releases and media resources.
- Wire service
- A paid service that distributes releases widely.
- Earned media
- Coverage you gain without paying for it.
Questions to ask before you hire help with press release distribution
- Is the news genuinely newsworthy?
- Who is the spokesperson?
- Who is on the media list?
- What data or visuals support it?
- How will coverage be tracked?
Press release distribution: mistakes to avoid
- Sending releases with no real news.
- Mass-mailing every journalist.
- Burying the news in the fourth paragraph.
- No contact person available.
- Large attachments.
How to measure success
Track coverage pieces, links to your site, mentions, interview requests and referral traffic from coverage.
What is different in Kenya
Kenyan newsrooms receive many releases daily. Releases with local data, a Kenyan angle and an available spokesperson for interviews in English or Swahili stand out.
Costs to plan for
Direct outreach costs staff time; paid wire distribution and media monitoring tools add fees.
A worked example
Imagine a fintech startup that analyses a year of public interest-rate data and finds a clear trend affecting borrowers. It publishes the full report on its website with charts and a method note. The release leads with the finding in one sentence, adds a quote from the founder explaining what it means for households, and links to the report. The team sends it on a Tuesday morning to twenty reporters who cover business and personal finance, with a short personal line to each.
One follow-up offers an interview and the raw data. Two outlets run stories linking to the report, and a radio show invites the founder on air. The team logs each piece of coverage and the links earned, and plans the next report for the following quarter. The lesson: original data and a reachable spokesperson matter more than the number of recipients.
Press release distribution: a 30-day starter plan
- Week 1: confirm the news angle and gather data and quotes.
- Week 2: write the release and build the media list.
- Week 3: distribute and follow up once.
- Week 4: track coverage and publish a roundup.
Summary
This guide to press release distribution covered: Is it news?; Write a release journalists can use; Data reports earn the most coverage; Build a media list; Distribution options; Follow up. Work through them in order, measure as you go, and keep every fact tied to an official or first-hand source.
Sources
- Media Council of Kenya (accessed October 2026)
- Kenya News Agency (accessed October 2026)
Need this done for you? See our PR and communications.
Frequently asked questions
Do press releases still work?
Yes, when the news is real and the release reaches the right journalists. Mass-sending weak releases rarely works.
What is the best day to send a press release?
Early on a weekday morning, avoiding major national news days, is a practical rule.
Should I pay for distribution?
Direct, targeted outreach works for most Kenyan stories; paid wires add regional reach.
Should I send a release as an attachment?
Paste it into the email body and link to photos and the full report.
What is an embargo?
A request that journalists hold the story until a set date and time.
How long should a press release be?
About one page, roughly 400 to 600 words.
Can I send releases on WhatsApp?
Some journalists accept it; email remains the standard, with WhatsApp for a short heads-up.
Should releases include links?
Yes, to the full report, photos and your newsroom page.
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