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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.
Do your homework so you'll be sure to send your press release to the right person at each media outlet. Most outlets list reporters, editors, and their "beats" on the publication's Web site. If a release goes to the wrong person, it will be ignored. Your e-mail address may even be blocked, preventing future e-mails from reaching the anyone at the organization.
If you are working on a press release to promote a specific product, these are often called advertorials. Submitting them to newspapers and magazines will most likely get no response unless you hit them at a time they are in need of that particular subject matter. If you are writing about a product for cats, you can submit this to publications that are specifically for cats.
Another place to try submission of this press release would be to those companies that specialize in advertorials. There are several large companies who offer this service and they could be found by doing a search for "advertorials."
Another GREAT place to send your press release about a cat product, one that you have designed and created, would be to the newspaper that services your area. If you have a weekly community paper available there, they would love to brag about you in their paper and, in the process, help you promote your product.