News release basics: distributing a press release

So now that you’ve learned how to write a press release, you need to know how to properly distribute it so your release gets noticed by media outlets. This is easier said than done. While a well written press release will undoubtedly garner more attention than a poorly written one, there are also a few things that you can keep in mind to help yourself out.

1) Think about when you send your release. Too early in the morning (5 am) and it’s likely to be so far down in people’s inboxes that they’ll never get to it. Send it too late in the day (noon) and it gets lost in the shuffle. While this isn’t an exact science, I personally get the best response from releases sent out in the 7-9 am time frame.

2) Regardless of when you send your release, follow up. I mentioned this in my last post, but it bears repeating. Give your contact a call around mid-day to make sure they don’t have any lingering questions, or need further information. Don’t be pushy, be helpful.

3) Establish a personal media list, not a generic one. This takes time, but is incredibly beneficial. Instead of just compiling a list of media contacts based on what info is on their website, reach out and network. As you meet journalists and make personal contacts, add them to their list. Send a few emails to a media group and determine who is really interested in helping your group get the word out. Then add them to your list instead of a generic email. While building a contact list is hard work, it’s also one of the most prized possessions of a PR professional, or anyone looking to get media attention.

4) Make sure you allow enough time. Don’t send your press release out weeks before an event, but don’t send it out days before, either. Make sure you give a journalist enough time to pick up the story, and contact you if needed.

Basically, getting your press release out there is a matter of using common sense and thinking realistically. Journalism is fast paced, so make sure your release has an edge, is current, and includes quotes and pictures.

As always, if you have questions, comments or suggestions, I’d love to hear them! Email me at jessicaswider35@gmail.com.

 

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