Q: How do I send a press release?
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Distribute Via Newswire Posting and Targeted Electronic Distribution ServiceConsider a press release service like eReleases that combines both traditional newswire submission (through its partnership with industry leader PR Newswire) and direct email distribution to its database of subscribing journalists. Be sure your release includes key industry terms that will trigger distribution to the maximum number of people.
Targeting JournalistsYou can distribute a press release yourself. If you have the time and are willing to do the research, you can target key media by email, fax, telephone, and mail. It is important to know by name each journalist who is most likely to cover your industry. Sending a telecom press release to a fashion editor, or simply to the newsroom of a large news outlet, is a waste of time for all parties involved. You need to reach the journalist responsible for writing the types of articles within your industry. Check the web site of the media outlet to find journalists that cover products or services like yours.
Using Newswires and Targeted Electronic Distribution ServicePRWeb Tip: Some distribution companies offer both traditional newswire submissions and electronic distribution. Some offer traditional distribution through a partnership with newswires as well as via direct e-mail distribution to its database of subscribing journalists. Distribution companies search on key industry terms, so be sure your release includes all of the relevant terms to trigger distribution to the maximum number of people.
How to Send a Press ReleaseAfter a press release has been written, the most important aspect of a PR campaign is to send the press release to the media. The key to success when sending a release is to make sure to send it to the right person, and to be sure that you're sending the information they want to get. You can pay a service like eReleases to send your release over the wire and to selected journalists; you can send it only over the wire; or you can send it yourself to selected journalists.
Post Your Press Release on a NewswireYou can post your press release on a newswire through a service like PR Newswire (included in eReleases press release distribution), which is the oldest and largest distributor of press releases. This is the easiest and most cost-effective way to deliver your press release to all the news bureaus across the country. The downside is that this is a very passive distribution. The newswire presupposes that journalists are on the lookout for press releases. In addition, there is a lot of noise out there as thousands of other companies send their news over the wire.
Post Your Press Release Through an Electronic Distribution ServiceYou can use a press release service that sends each press release directly to journalists through email as well as submits the press release to search engines. There are many companies out there that offer such a service, but these companies are only as valuable as their databases. Most use large, purchased databases and have no real connection to the journalists. This often results in the spamming of journalists, and spamming has very limited success. It is best to use a company like eReleases, which only distributes to subscribing journalists. Because these journalists recognize the press release distribution service, they are more inclined to read the press release. Unlike the passive distribution of a newswire posting, a distribution in which a press release actually hits a subscribing journalists' email in-box stands a stronger chance of attracting attention.
Sending a Press ReleaseOnce your release is written, be sure it reaches the right people. The key to success is to 1) send it to the right person, and 2) send the information that person wants. You can pay a press release distribution service to send your release both over the newswire and to selected journalists in your industry. You can also choose to send it over the newswire only. You can also send it yourself to journalists and analysts in your industry.
About NewswiresA newswire is a distribution service. Some, such as the Associated Press newswire, only allow their own writers to post stories. Others serve as a press release distribution service. Posting your press release or "sending it over the wire" is the easiest and most cost-effective way to get your release to all the news bureaus in the country--or even in the world. However, if you only send your release over the wire, you're trusting that the journalists who cover your company or industry will see your release (among the thousands they see) and act on it.
About Electronic Distribution ServicesPRWeb Tip: Electronic distribution services will send your press release directly to journalists via e-mail. They will also submit your release to search engines. There are many companies that do this, so look carefully before you choose. A reputable electronic distribution service should 1) have its own database (as opposed to one that is purchased), and 2) charge a subscription fee or require journalists to opt in to the service. Journalists are far more likely to read a release they've paid to receive than one that is, essentially, spam.
Targeting JournalistsIt's important to target the journalists that report on your company or industry for trade publications, national business magazines, and other media outlets. Sending a press release to the newsroom--or worse, to a journalist who covers another beat entirely--is a waste of time. Check the Web site of each media outlet you're targeting to find the names and contact information of journalists who cover companies such as yours. Be sure to look to see which journalists are covering your competitors, and target your release to them as well.
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Press Release Frequently Asked Questions
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Who will be affected by my press release?
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Does your press release answer these basic questions?
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