How Many News Releases Should an Organization Distribute?

We recently had a client ask us how many news releases they should be distributing in a year. While the short answer is it all depends on how much news an organization has to share, every organization should focus on conducting an ongoing publicity and media relations campaign. This requires regular and ongoing news release development and distribution.

When conducting publicity and media relations the goal is to provide more quality releases to the media than focusing on quantity. However, the more quality releases distributed to the media and the more media follow up conducted, the more likely quality editorial coverage will appear.

For almost all organizations, we recommend developing and distributing one news release per month for a total of 12 releases at the minimum.

The maximum number of releases really depends on the overall goals of the organization, the quantity of news you have to share and who is receiving the releases. For example, are releases being created to support SEO? Are they being created to educate investors? Are they being created to secure media coverage?

We can also look at the question in reverse … can you ever distribute too many news release? The short answer is yes. If too many news releases are being distributed to the same media contacts over and over and the news releases are not high quality and engaging, it can exhaust the media.

The bottom line is it is better to focus on developing quality releases than focusing on the number of releases. However, if you need to set a goal for your organization to ensure regular communication with the media, shoot for one news release a month at the minimum.