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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
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.
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.)
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.
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.”
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.
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
4. Know editor's deadlines. 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
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
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!
Presented to you by:
Diana Barnum, president of Moving Ahead Communications,
at: (614) 529-9459 (EST). Grab her freebies, tips and help at: