How to Distribute Publicity Materials

Distributing press materials is more time consuming than difficult. Planning ahead, having a calendar and a great press list will help keep you organized.

Instructions

Difficulty: Moderate

Things You’ll Need:

• A press release or media alert
• Internet Connection
• Fax Machine
• Envelopes, labels and postage
• A press list

1. Have a timeline and stick to it. Create a calendar and a timeline for your launch or event date, and work backwards. Allow yourself plenty of time and stick to your deadlines.
   All journalists and publications have strict lead times and deadlines. Do not expect to send information out a couple days in advance and receive any kind of coverage.
2. Keep an updated distribution list. Your list should contain contact information on general press outlets, calendar and event listings, print and online sources and journalists specific to whatever you are promoting.
3. Sub-divide your list. A mistake that is often made is blanket promotion. Save yourself some wasted effort, and make sure you are sending information out to appropriate media and persons, who are interested in your product, event and your market or demographic.
4. Make sure you distribute your information the way the journalist wants to receive it. Some prefer faxes, some prefer email, and some prefer hard copy mail. This is very important! You do not want to alienate your press or appear unable to follow simple instructions.
5. Don’t forget online journalists, Web sites, online communities like Myspace and Facebook and blogs. Viral marketing and word of mouth is powerful. A simple Google search will bring up hundreds of hits, many of which could be useful contacts in helping spread the word. It helps to send personal emails to bloggers and online journalists at smaller publications. This is time consuming, but worth the effort.
6. Make follow up calls - After you send your information out, follow up with calls or emails, especially to key press you want coverage from. Make sure they have received your release, and offer any additional assistance, information and to send samples if you have them.
7. Keep track of your successes with a press clipping book. Be sure to keep notes on journalists that are receptive to you and your promotions and thank them for their coverage.