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Powerful Press Release Distribution Tips  


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



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.






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.”






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



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!




Presented to you by:


Diana Barnum, president of Moving Ahead Communications,

at: (614) 529-9459 (EST). Grab her freebies, tips and help at:  and