Most press releases fail before anyone reads past the first line. The story is vague, the dates are missing, or there is no one to call with questions. A good submission does the opposite: it makes the editor’s decision easy. This guide covers what to put in a release, what to send alongside it, and what to avoid. Even a perfect submission is no guarantee of coverage, but a complete one gives your news its best chance of being considered.

What Is a Press Release Submission?

A press release submission is the package you send to an editorial team: the release itself plus the details they need to judge it.

The process is short:

1. 1. Prepare the release, company details and imagery.

2. 2. Send the key information, links and contact details.

3. 3. Wait for editorial review.

A strong PR submission answers four questions in the first few lines. What happened? Why does it matter? Who is involved? When and where is it taking place?

What Belongs in the Release Itself?

Keep the release factual and focused on one announcement.

• A clear headline: say what the news is, not how good you are.

• Accurate names: people, businesses and places, spelled correctly.

• Dates and locations: exact, not “soon” or “this autumn.”

• Useful background: one or two lines that explain why the story matters.

• Website links: so the editor can check details quickly.

• A media contact: someone who can answer questions about the story.

Skip general promotional copy. A genuine announcement is the point.

What Should You Send Alongside It?

The release is only half the package. Add:

• High-quality images, especially for a new venue, product, person or event.

• Supporting links, such as a website page or booking page.

• Embargo information, if there is a date before which the story cannot run.

• Everything in one place, so the editor does not have to chase you.

PR agencies and marketing teams can submit on a client’s behalf. The information just needs to be accurate, complete and approved for publication.

What Makes a Submission Easier to Say Yes To?

Editors weigh relevance, news value, timing and suitability for their audience. You can help on each count.

• Relevance: the story should connect to the county or be useful to people who live, visit or work there. Your head office does not need to be in Kent if the news has a local link, such as an opening, partnership, event or investment.

• News value: launches, openings, appointments, expansions, awards, partnerships, milestones and community initiatives all qualify.

• Timing: send it while the news is fresh, not after the event.

A few habits sink otherwise good releases:

Missing dates, names or contact details

• Pure sales language with no real announcement

• No link to Kent, or no local angle at all

• Blurry or missing images

• Sending pieces separately instead of one complete package

No. Every submission goes through editorial review, and publication is never guaranteed.

If you want guaranteed visibility, advertising and sponsored content are separate options. Paid promotion does not influence whether a submitted release is selected for editorial coverage.

Putting It Together

Before you hit send, read the release as if you had never heard of your business. Could you explain the story in one sentence? Is every date and name correct? Is there a person to call?

A well-prepared Kent press release submission also has a clear local angle, a media contact and good imagery attached. Those three details make a submission much easier to assess, and that is what gives it a fair chance of reaching readers online.

Conclusion

Better visibility starts with a better submission. State the news plainly, give the facts, attach the images and make the story relevant to Kent. Then be realistic: you are asking for consideration, not promising coverage.