How to Effectively Distribute a Press Release
Press release distribution is an important but often mishandled aspect of public relations. No matter how well you've written your press release, getting it into the right hands is critical to its success. Unfortunately, individuals and small businesses frequently struggle to build relationships with journalists--or, worse, don't even try to build these relationships. To effectively distribute a press release, you must use a relationship-based method of contacting journalists. For best results, a press release should be distributed through a Tier-1 newswire.
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Instructions
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Write your press release. If you aren't a skilled writer, it may be best to have one written for you. Numerous freelance writers and public relations agencies will write your press release for a moderate fee. If you write well but are inexperienced with this format, try downloading a press release template to help you with your first draft.
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Decide on the goals of your press release. If you're just hoping to be featured in your local paper, you can probably distribute the press release yourself. If you know you've got a big, newsworthy story to share and you're hoping for national media outlets to pick it up, it's best to use a professional press release distribution company.
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Send your release to local reporters who accept press releases via email, if you have decided to distribute it yourself. If you don't know which reporters accept e-mailed releases, look for a general news desk e-mail address and send a polite query asking where one should send a press release in order to reach reporters in the section you're targeting.
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Choose a press release distribution company, if you have decided to hire a professional to distribute your release. Avoid free distribution sites; these generally are ineffective and can annoy reporters who don't like to receive unsolicited releases, meaning they'll ignore your release even if it later comes to them through a more reputable channel. Don't attach your business or your name to a shady company that promises something of value for nothing.
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Make yourself available for interviews. No matter how many journalists love your press release, it won't do you any good if they can't reach you to discuss the story! Make time to sit by the phone and check your e-mail for at least a day after distributing a press release.
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Tips & Warnings
If you choose to hire a professional, ask for references and examples of clients who have been picked up by major media outlets.
Brevity is desirable, both in your release and in responses to reporters. Give the most important information in the first paragraph of your press release, and repeat it again when you speak to a reporter on the phone or by e-mail.
Only reach out to one reporter per news outlet. If you e-mail your release to every sports reporter at your local paper, it's likely that none of them will pick up your story.
Don't put reporters on your email lists unless they ask to be added. Spamming a journalist is a sure way to get all of your future releases trashed upon receipt.
References
Resources
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