What actually happens to your announcement
The whole pipeline, named. If you would rather run it yourself, everything here is documented well enough for you to do that — the free tools will get you most of the way.
How do you distribute a press release?
To distribute a press release: publish it at a permanent canonical URL, add NewsArticle structured data, publish machine-readable companions, expose it in RSS, Atom, JSON Feed and Media RSS, push the URL to search engines through IndexNow, narrate it for audio directories, and record every destination publicly. Those seven steps are mechanical and verifiable. What search engines and AI systems do afterwards is not.
The seven technical steps
Reviewed and updated September 27, 2026. We date these pages because the rules in this field change and undated advice ages badly.
Every one of these is something you can verify happened on your own release.
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Publish at a permanent canonical URL
One address that stays live and is declared the original. Every syndicated copy points back to it with rel="canonical", so the original keeps the credit instead of competing with its own reprints.
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Mark it up so machines can parse it
NewsArticle and Organization JSON-LD, with the publishing organization linked to its real profiles so systems can tell which business this is. Validated before publishing, never after. Our schema generator produces the same markup free.
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Publish the machine-readable companions
A claims file listing your facts as discrete attributed statements, and a markdown mirror with no navigation or styling. Both exist because retrieval systems quote sentences, not pages, and structure beats prose when something has to lift a fact cleanly.
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Expose it in syndication feeds
RSS, Atom, JSON Feed and Media RSS, plus feeds filtered by industry and region so a publisher can subscribe to only the news relevant to them. Feeds are still how publishing platforms ingest content, and our Media RSS follows the specification Microsoft Start documents for its partners.
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Push the URL to search engines
An IndexNow notification goes to the participating engines within minutes of publishing. Google does not take part in IndexNow, so for Google the route is a news sitemap plus normal crawling.
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Narrate it and publish the audio
The release is converted to speech, encoded and added to our podcast feed, which carries to the major directories. AI narration is disclosed on every episode. You get the file and the transcript.
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Record where it landed
Every destination is written to a public receipt page with a date and a working link. If a channel did not accept it, that is on the receipt too.
What happens after, and what nobody controls
Everything above is deterministic. We run it, it either succeeded or it did not, and the receipt says which.
What comes next is not. Whether a search engine indexes the page, whether a news product surfaces it, whether an answer engine quotes it, whether a journalist picks it up — all of that is decided by systems with their own rules, which change without notice. Anyone who tells you otherwise is selling you certainty they do not have.
The honest version: distribution is the part that can be guaranteed because it is mechanical. Attention is the part that cannot. We sell the first and we try hard at the second by writing releases that are actually worth quoting.
Want us to run it?
Or run it yourself with the free tools. Both are fine by us.
How distribution works
How do I distribute a press release?
Write the announcement with the facts in the opening lines, publish it at a permanent URL you control, mark it up with NewsArticle structured data, expose it in a syndication feed, push the URL to search engines that accept push notifications, post it on open social protocols, and keep a record of where it landed. A distribution service does those steps for you.
Can I distribute a press release myself for free?
Yes, and the free tools on this site exist to help you do exactly that. You can write it with the template builder, mark it up with the schema generator, publish it on your own site, build a feed and submit that feed yourself. It is genuinely doable. What you are buying from us is that it happens automatically, correctly and every time.
What is IndexNow and why does it matter?
IndexNow is an open protocol for telling search engines that a URL has changed, instead of waiting for a crawler. Bing, Yandex, Naver and Seznam participate, and Bing matters because ChatGPT Search and Copilot draw on the Bing index. Google does not participate. It affects how quickly a page is discovered, not how well it ranks.
What is a canonical URL and why does the newsroom copy have to be it?
The canonical URL tells search engines which copy of duplicated content is the original. When a release appears on several sites, the syndicated copies point back to the one authoritative page. Getting this wrong is the most common technical mistake in syndicated publishing, and it means the wrong copy gets the credit.
How long until my release appears anywhere?
Feeds, social posts and the search push happen within minutes of publishing. Directory and podcast indexing usually takes hours to a couple of days. Search engine indexing and any appearance in news or AI products runs entirely on their schedule and is never guaranteed.