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Powerful Press Release
Distribution Tips
©2006 By Diana Barnum
While press release writing is important, press
release
distribution plays an equally important role in
your return on
investment (ROI) with this marketing / public
relations tool.
Because without targeted distribution, many
prospects, clients
and other interested parties may not even read
your latest
announcement or hear about it via other
channels; TV, radio,
print publications, etc.
In order to bring your news to light with more
of your targeted
audience, try some of these tips for a more
successful
distribution:
Media List Management
Start a folder on your computer and in hard copy
form for media
lists in order to keep a list of contacts
readily available and
updated. Identify media outlets - both online
and off - in
your targeted industries; for example: Business
and Marketing.
Add local, regional, national and International
channels to
cover television, radio, newspapers, magazines,
online
publications, newswire and other services.
A targeted media list is an invaluable tool for
most businesses.
The best way to build your list is to carefully
watch, read and
listen, then track media publications and shows,
and to identify
reporters and producers who would be interested
in your story.
Contact the media outlets as needed for their
most recent
contact name, email address, phone and fax
number, before
sending your information.
Tip: Using a contact management software program
such as ACT! or
Maximizer for this purpose can help you build
and maintain
relationships with the media. Even using Excel
to create your
own spreadsheets helps with organization.
There are several sources online that will help
you build your
media list; however, keep in mind that not all
of these sources
will have up-to-date media information.
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Newswires
Newswires distribute your press release directly to editors,
other media outlets like Routers and they also publish the
press
releases on their website. Many journalists rely on newswire
sites for information and story ideas. Wires are often used
by
larger companies and non-profit organizations. They have the
advantage of immediately reaching a broad range of media
outlets
across the country. The cost is usually $275 - $600 to send
a
single release, with pricing based on the number of words in
your release (a minimum word count will usually apply.)
Mail, Fax, or Email
You can send the news release directly to the media
yourself,
using the mail, fax, or email. When in doubt about the best
option, ask the journalists you will be sending your release
to.
This can have the advantage of creating a more personal
connection with the people you send the release to. It can
also
be a more cost-effective option if you are targeting a small
list of journalists.
Database Building
Newswires offer a fast way to send your press release to a
large
number of editors. However, you can also build your own list
of
media contacts using any of a number of media databases.
Most
charge either a monthly, annual or per use subscription fee.
Search
online for “media databases” and “media lists.”
Timing
It is best to send your news release early in the day and
you
will have a better chance of getting your story noticed if
your
release is not sent on a busy news day. For example, sending
a
news release out as a major strike or natural disaster was
taking place would not be good timing. Monday and Tuesdays
are
usually busy news days and by Friday most assignments have
been
handed out as journalists get ready for the weekend.
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Helpful Tips:
1. Don't send email press releases with attachments - they
will
be deleted immediately upon receipt.
2. If sending an email release, make sure to write the
release
within the body of the message.
3. Don't bug editors. Editors receive hundreds of press
releases
on a daily basis. Chances are you will irritate most editors
by
making a second contact to ask if they received your press
release.
4. Know deadlines of editors. If you are sending a
time-sensitive
release, don't expect a magazine editor to cover your event
scheduled for next week. Find out what the appropriate "lead
time" is to send your press release for possible
distribution in
their media.
5. If writing about a web site, make sure the site is
updated
before you send your release. Editors will visit the site if
they have an interest in your product/service.
6. For further assistance and other helpful information
visit
www.prweb.com
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Resources
Here are some handy resources to help with your press
releases:
- Check out Jack Humphrey’s Content Desk and Content
Propulsion Lab,
for “Do It Yourself” companies who would love the benefits
of easy
step-by-step content site building, monetizing and promoting
systems for the best ROI, and high-end Public Relations
firms
with low-end budgets, online at
http://www.ContentLabInfo.com
and
http://www.ContentDeskInfo.com .
- For a super profit system, head to SEO (search engine
optimization)
expert Keith Baxter’s Easy Net Marketing (EAN) Profit System
at
http://bplansite.com
The program has only about a one- to two-hour
learning curve to get all set up and going. Articles,
content and
more -all-in-one.
- Learn how to write with good correspondence courses like
those offered by the American Writers & Artists Institute;
many are described here:
http://presssuccess.com/specialty.html
So when you focus on getting your press releases out, focus
on
distribution, too. Try some of the tips above to increase
success with your promotions, and keep a copy of the these
tips
around for handy reference!
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