Reuters is one of the largest and oldest agencies in the world, and has achieved international acclaim as a reputable news source with particular focus on business and finance.
To land a press release announcement in such an esteemed publication would likely have a positive impact for any individual, company, business, or organization.
With over 2,500 reporters working around the clock, however, Retuers doesn’t actually rely on press releases to produce content. But, if you believe that your press release features a newsworthy announcement, it’s always worth a shot.
In this guide, we’ll cover Reuters’ press release submission process, and answer questions like:
- What does Reuters consider a “newsworthy” press release?
- How should I format a press release to submit to Reuters?
- What are my submission options when sending a press release to Reuters?
- How do I know if my press release has been published on Reuters?
- What else can I do to generate media coverage?
What press releases do Reuters consider “newsworthy”?
Reuters covers a broad range of news with multiple desks, including international, business, and technology. What makes a feature “newsworthy” at Reuters largely depends on the subject and its relevance to current trends within its industry.
If your press release is decidedly topical, for instance, it has a higher chance of being picked up.
What’s important to remember is, personnel at agencies like Reuters are inundated with press releases each and every day. What this means is, it’s of the utmost importance that your press release has the potential to resonate with readers so it stands out from the rest.
Press releases to consider sharing with Reuters that could be considered newsworthy might be:
- New product launch. If your business is bringing innovative new products to market, there’s a chance that industry-specific reporters will want to know about it.
- Major new partnerships. Upcoming collaborations with major industry players or partnerships with cultural influencers can help land your news in big media outlets.
- Closing a funding round. If you hit a specific funding goal, it means you’ve got interest from investors. Finance reporters might want to know your business strategy.
- Expanding to new territory. You might be opening a new office in a new state or country. New opportunities in this territory might interest readers.
Now, having said all that, there are also several press releases unlikely to get coverage from Reuters. Avoid these in order to give yourself the best chance of getting featured:
- News about sales promotions. News publications don’t want to be an advertisement for your business or products. What’s more, publications must remain impartial—too much promotional news is off-putting for readers.
- Insignificant product updates. Minor changes within your business model simply won’t interest reporters or their readers. With so much industry news being shared every day, there’s only a certain amount of editorial space for press releases.
- Insignificant hiring news. Don’t bother with this. Every company hires new team members, it’s hardly a groundbreaking announcement. The only exception might be a substantial C-suite hire within a large company.
How do I format a press release when submitting to Reuters?
First things first, the most important things to keep in mind when writing any press release is to keep it short, keep it objective, and keep it in the third person.
In fact, to submit to Retuers, your press release should read like it was written by Reuters.
Also, media outlets expect press releases to be submitted in a standard press release format, with the most important information at the top, followed by supplemental details in order of importance.
Below, we’ve got a rough blueprint of what this “inverted pyramid” structure should look like.
- Title: Explain the specifics of the announcement here, in as few words as possible.
- First paragraph: This concise summary should answer the “5 Ws”—“who, what, when, where, and why.”
- Second and third paragraph: Here, provide more detail about the announcement, building an angle by framing it in a broader context.
- Fourth paragraph: Usually you will include a quote from any important member of the feature of the press release.
- Fifth paragraph: This contains additional information to round out the announcement.
- Boilerplate: A press release staple, this provides a short overview of the organization issuing the press release—you can copy-paste from the website’s “About” section.
- Contact info: Here, provide the name and email address of any individuals who are handling press queries. A phone number can also be included, but that’s optional.
What are my press release submission options at Reuters?
As mentioned, Reuters doesn’t rely on press releases to fill their white space. That’s because they have thousands of reporters working for them around the world.
However, this is not to say that getting a submitted press release featured in Reuters doesn’t happen. Truth be told, though, this success is reserved for a lucky few. But, knowing how to submit your press releases and performing the process right is key.
Submit your press release manually
Yes, you can absolutely send a press release to Reuters manually, and is actually the preferred method of submission. It’s also the best way to get your news in publication.
To get started, you can just send a general message to Reuters through this Reuters Liaison contact form. But, we’d advise you email the relevant bureau or reporter directly, as it can make the pitch more impactful. A global list of Reuters offices can be found here.
To find out more about relevant journalists and contacts, visit the Reuters section your industry news relates to. Here, you can view writer bylines below article headings and click to view writer profiles. Also, many Reuters writers share professional emails within their Twitter profiles.
It’s worth noting the difficulty of getting through to reporters working at major publications like Reuters. “Cold” pitches, or press releases sent without a working relationship, fill their inboxes to the brim, some of which are never even opened.
Submit your press release via distribution service
Unlike many other outlets, Reuters doesn’t appear to have a syndication partnership with notable press release distribution services like PR Newswire or Business Wire.
Instead, the agency prides itself on generating and distributing original news pieces, content that’s favored in Google rankings. Many premiere publications appreciate providing this exclusive content, because it stems from original reporting by staff writers.
So, what that unfortunately means is, you won’t be able to pay a newswire to get your announcement featured on Reuters. What it suggests, though, is that if Reuters is ultimately interested in your press release, your news really does stand out.
How will I know if Reuters published my press release?
Typically, if a reporter happens to pick up your press release, it’s highly likely they’ll send an email confirmation to let you know they plan to use it. They might even request more information or a comment to quote from you or your team members.
If you don’t receive a confirmation, you can easily verify where your news was shared by simply conducting a quick Internet search. The “News” tab on Google should reveal where a feature or article was published, and where, if at all, it was syndicated.
Sadly, most larger media outlets aren’t interested in industry announcements from smaller companies or startups. If the news isn’t guaranteed to resonate with readers and ensure page views, outlets like Reuters are simply not going to publish it.
The art of “cold” pitching can be quite disheartening unless your brand is a household name.
Don’t be dismayed if your press release isn’t featured in Reuters, though. Rejection is merely an opportunity to reflect and improve on your press release skills. It can also help build a working relationship with media contacts and help you deliver a better pitch next time.
What else can I do to generate media coverage?
As you can see, cold pitching a press release to a top-tier news agency or publication in the hope of getting coverage is very difficult.
But, for any SMB, growing brand awareness by connecting with smaller publications and getting features in industry-specific outlets can be a more effective strategy. While a Reuters feature will boost your brand’s position, no doubt, never underestimate consistent mid-tier coverage.
Since there’s often less competition for industry-specific outlets, you’re also more likely to get a response to a press release pitch, as well as securing a spot for your news to be published. This means that with this approach you can achieve a better ROI overall.
Furthermore, press releases are just a fraction of what makes up a company or organization’s effective PR strategy. Other tactics that might help secure media coverage include:
- Pitching guest articles: Act as guest reporter with an article or op-ed for a publication. Within it, show off your expertise in the sector and offer a unique perspective.
Unlike typical freelancing, some companies will write a guest article for free in exchange for the coverage, and editors typically provide a link to the company site alongside a byline. This can lead to increased backlinks and help establish your company’s credibility.
- Pitching commentaries: Be a source and provide a “take” to secure coverage. To do this, pitch relevant insights in response to topical news pieces.
Many reporters look for specialists to provide quotes for industry insight or opinion. In this case, time is of the essence, as reporters often work on tight deadlines. Be ready to pitch a commentary as soon as you spot an interesting story.
Looking for more coverage options? make sure to check out our other press release submission guides:
Submit a press release to AP
How to submit a press release to the New York Times
How to submit a press release to Google News
How to submit a press release to Yahoo News
Wrapping up on Reuters press release submissions
Still not sure where to start to get quality media coverage?
Well, whether you need a skilled copywriter to help create a well-researched guest article, or a PR professional to connect you with top journalists, Intelligent Relations has you covered.
We combine cutting-edge technology with human expertise to bring you top PR results. Tap into either our DIY solutions or an all-inclusive PR service for press releases that truly deliver.