You have permission to
publish this article electronically
or in print, free of charge,
as long as the bylines are
included. A courtesy copy of
your publication would be
appreciated - send to:
diana@ohiohelp.net
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:
---------------------
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.
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 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
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
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!
-30-
Presented to you by:
Diana Barnum, president of
Moving Ahead Communications,
at: (614) 529-9459 (EST).
Grab her freebies, tips and help at:
http://presssuccess.com/bookstore and http://OhioHelp.net