What Happens After You Submit a Press Release to a Distribution Service?

Submitting a press release to a distribution service can feel like dropping a message into a bottle. You hit publish, it disappears into the ocean of the internet, and you start imagining it washing up on the desk of a perfect journalist who immediately calls you for an interview.

Sometimes that happens. Often, what happens is less dramatic but still valuable. Press release distribution is not a single event, it is a chain of behind-the-scenes steps: review, processing, syndication, indexing, and then the messy human part, where outlets decide whether to pick it up.

In this article, you will learn what typically happens after you submit a press release to a distribution service, what results you should realistically expect, and how to follow up so your release does more than just exist online.

Step 1: Intake And Basic Processing

After you submit your press release, most distribution services run it through an intake process. This can include:

• Confirming your contact information and company details
• Capturing your headline, summary, and keywords
• Checking for missing fields, such as location and date
• Making sure any links are valid and properly formatted

Some services provide a dashboard where you can review your release before it goes live. Others may send a confirmation email or a preview.

Step 2: Editorial Review Or Compliance Checks

Many distribution services run submissions through some form of editorial review or compliance screening. The level of review varies by provider and package, but the goal is usually to ensure the release meets guidelines and is not misleading, defamatory, or full of obvious spam signals.

What They May Flag Or Request

• Overly promotional language that reads like an advertisement
• Unsupported claims (especially medical, financial, or “best” claims)
• Misleading headlines that do not match the content
• Formatting issues, broken links, or missing contact details
• Excessive keyword stuffing

This step can feel annoying, but it can also protect you. A cleaner, more factual release is more likely to be published and taken seriously.

Step 3: Formatting And Structuring For Distribution

Distribution services often convert your release into standardized formats that work across their networks. This may involve:

• Applying consistent headings and metadata
• Formatting paragraphs for syndication feeds
• Handling links, images, and embeds based on platform rules
• Creating versions for different output channels

This is a big reason distribution can be helpful. Most small businesses do not have access to those syndication formats on their own.

Step 4: Scheduling And Release Timing

Some services let you choose a distribution time. Others publish as soon as review is complete. Timing matters more than many people realize.

Why Timing Matters

• Journalists scan feeds and inboxes at certain times
• Weekend distribution can be quieter for some industries
• Time zones affect visibility for national and international coverage
• Event announcements need lead time for calendars

If you can schedule, aim for a time when your audience and relevant outlets are more likely to be active.

Step 5: Syndication Through Networks And Feeds

Once the release goes live, it is distributed across the service’s network. This is where the “distribution” part actually happens.

Depending on the provider and package, syndication may include:

• Placement on newswire-style feeds and partner sites
• Inclusion in databases and monitoring tools used by media professionals
• Distribution to category channels (industry, region, topic)
• Optional targeting to specific lists or segments

This does not guarantee a journalist will write about you. It does increase the chance your announcement is discovered in places where journalists and publishers already look.

Step 6: Pickup And Republishing By Other Sites

After syndication, your release may be republished or referenced by other sites. This is commonly called “pickup.” Pickup can look like:

• The release appearing on partner news sites
• Industry blogs reposting the content
• Local or niche sites referencing your announcement
• Journalists using the release as a source for a separate story

Not all pickup is equal. Some pickup is automated reposting, while other pickup is editorial coverage where someone wrote a story about your news. Editorial coverage is usually more valuable, but both can contribute to visibility and credibility.

What Pickup Usually Depends On

• How newsworthy the announcement is
• How clear and factual the release is
• Whether the angle matches what outlets cover
• Whether your story includes proof points and real impact

Step 7: Indexing, Search Visibility, And Brand Footprint

As your release appears across sites and feeds, it may be indexed by search engines over time. This can increase your brand footprint, especially when people search your business name or the announcement topic.

It is important to have realistic expectations here. Press releases are not a guaranteed SEO shortcut. But a broader web presence and more brand mentions can be helpful, especially when combined with a strong landing page and ongoing content.

Step 8: Reporting And Analytics

Most distribution services provide some form of reporting. Depending on the provider, reporting might include:

• Where the release was posted or republished
• Estimated reach or impressions
• Link clicks or engagement metrics (in some cases)
• Downloadable reports for documentation

Reports are useful, but do not treat them as the whole story. “Reach” numbers can be estimates. What you really want to track is business impact: traffic, inquiries, bookings, and credibility outcomes.

What You Should Do After Distribution

This is where small businesses can dramatically improve results. The distribution service handles the network part. You handle the leverage part.

1) Publish A Matching Announcement Page

Even if the release is distributed broadly, you should have a page on your website that expands the story and includes a clear next step. This is where conversion happens.

2) Pitch A Short List Of Perfect-Fit Outlets

Use distribution as your foundation, then pitch 5 to 15 outlets that are a perfect match. Your pitch can reference that the release is available and offer an interview or additional details.

3) Share The News With Your Network

Partners, suppliers, and customers can amplify your announcement. Send a simple email and make it easy to share.

4) Repurpose The Release Into Content

Turn the release into a blog post, email, and social content over a couple of weeks. This keeps the announcement alive beyond one day.

5) Update Your Credibility Assets

Add placements and mentions to a press page. Update your bio and sales materials if the announcement is meaningful. Credibility grows when you reuse proof points.

Common Misunderstandings About Distribution

“Distribution Guarantees Coverage”

It does not. Distribution increases discoverability and creates a public record. Coverage still depends on newsworthiness and editorial decisions.

“If I Don’t Get A Feature, It Failed”

Not necessarily. The release can still support credibility, brand footprint, outreach, and future opportunities, especially when you reuse it well.

“I Can Submit And Forget It”

You can, but you will get fewer results. Follow-through is where small businesses win.

A Simple Timeline Of What To Expect

While every service is different, a practical timeline often looks like this:

• Same day to 1 day: submission confirmation, review, scheduling, release goes live
• 1 to 3 days: syndication spreads, early pickup begins
• 3 to 14 days: more pickup, indexing, possible outreach replies
• 2 to 6 weeks: longer-tail mentions, search indexing, follow-up coverage if you pitch well

The fastest wins happen early, but the best wins often come from what you do after distribution.

Submitting a press release to a distribution service is the start of a process, not the finish line. The service helps your announcement travel through networks you cannot easily access alone. Your job is to make the release newsworthy, respond quickly to opportunities, and reuse the announcement as a credibility asset. Do that, and your press release becomes more than a document, it becomes a tool that supports visibility and growth.

Frequently Asked Questions

How Long Does It Take For A Press Release To Go Live After Submission?

It depends on the service and review process. Some releases publish the same day, while others take longer due to editorial checks or scheduling options.

Does A Distribution Service Guarantee Media Coverage?

No. Distribution increases reach and discoverability, but journalists still decide what to cover. Newsworthiness and relevance are the biggest factors.

What Is “Pickup” After Distribution?

Pickup refers to other sites reposting or referencing your release. Some pickup is automated reposting, while other pickup is editorial coverage where someone writes about your news.

What Should I Do After My Press Release Is Distributed?

Publish a matching landing page, pitch a short list of perfect-fit outlets, share the news with your network, repurpose the content into blog and email, and update your credibility assets with any mentions.