Press release distribution – where to start?
By Publicity Heaven writer Susan Connolly
So, you have written an intriguing, interesting press release with a catchy headline and a killer story. Surely now you can sit back, relax and wait for the publicity to bring customers to your door? Unfortunately, it’s not that simple. You need to get started on your press release distribution.
Here are some steps you can take to get started with press release distribution so that your story will get into the public eye.
Make a list of publication that you think will be interested in your story.
You should consider newspapers, radio programmes, television programmes and magazines. Don’t just target those with national coverage, remember your local publications, trade magazines and niche media – they may be more likely to find your story compelling. You should also include online-only outlets such as related websites and blogs.
Look up the contact details for your list of publications
Try and find the contact details for the specific area you are interested in. If you can only find a general email or telephone number, get in touch with them and ask for the details and name of who you need to speak with to get your press release noticed – otherwise someone who does not understand your area may think your story is irrelevant when a knowledgeable person would immediately see its importance.
An advanced tip: Write down who you spoke to so that you can indicate how you got your target’s contact details. It will make you seem professional and courteous.
Now that you know who you need to contact surely it is time to send out your press releases?
Still no! Go back to your press release and see if you can tailor it to each contact. For example, print publications will be especially interested in whether or not photos are available, and you may want to take a slightly different angle on your story to take account of the target audience of the publication and their level of knowledge of your area. A press release for a construction trade magazine can go into more technical detail than one for a national newspaper.
It’s finally time to get started with your press release distribution
The most important thing to do at this stage is carefully read over each letter or email that you send. Make sure you have addressed your submissions to the right person and spelled their name correctly. There is nothing worse than realising you have sent a press release to the wrong person just after you have sent it.
Of course, your work is not done yet!
Keep a record of who you contacted and mark down how your press release was received. Some of those who you contact may not reply at all, and others may run with your story. The most valuable information will be from those who come back to you with questions or feedback. You can use all of this information for your next press release distribution and improve on your successes.
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