Without an effective method of distribution, your well written news release will be ineffective. The correct method of distribution is critical to the success or failure of your message.

Whether to release your message to only press, radio,  or television, or a combination of two, or all three, is a matter that needs to be carefully thought about.

For example, a news release about a technical topic might be more effective if given exclusively to the specialist press such as a technical magazine or trade newspaper rather than to a general newspaper like China Daily.