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Once you've written your press release, you need to submit it to online and print publications as well as radio and television outlets if you think it is appropriate. There are a few ways to do this. You can send your release over a newswire. The service will electronically distribute your release to thousands of journalists worldwide. You can specify certain target markets, such as technology or international. The fee to distribute your release over a wire service varies, but is usually several hundred dollars. You can also send your release directly to journalists. To do this, you'll need to identify the publications that cover companies such as yours and direct your release to the appropriate editor. It pays to do your homework here. Sending a release to the wrong editor can be worse that not sending one at all, because it can brand you as a time-waster. Editors and journalists are very busy, and they appreciate receiving releases that are relevant to their "beat" but resent receiving those that aren't.
|Jennifer Mathes, Ph.D.|