In our first post, we discussed why a press release can help with Search Engine Optimization (SEO) and the basics of how to write a press release. In Part 2, we will discuss how to distribute your press release. Part 3 will talk about what happens after your press release is sent and how to prepare for media inquiries.
Now that you have written a press release or had a professional write it for you, it is time to distribute it. Below are a few tips for how to properly distribute your press release:
- Targeted Media Outlets: It’s important to focus on which types of media will be interested in your story. For example, if you submit your red bucket press release to the New York Times, you’re not going to send it to the sports writer or editor because your red bucket doesn’t have anything to do with sports. Research who is the best recipient to receive your well-written press release. For your innovative red bucket, perhaps the Home & Garden staff writers are your best bet. In general, a media person is not going to take the time to forward your press release to the most appropriate person… that is your job.
- Local vs. National: What type of interest do you think your glow-in-the-dark red bucket will generate? Is this a topic specific to your local area or is it something of potential interest nationally, even internationally? In the case of the glow-in-the-dark red bucket it could be global in reach. However, don’t leave out your local media as they are important to your public relations strategy. These are the people in your own backyard and it’s good to have a good rapport with local media. If instead your news release announced the winner of your corporate sponsored hockey tournament, this is probably more local or regional in nature. Again, be realistic and target relevant media.
- Be Visual: Photos and video are excellent means of communicating. It gives people a visual of your product. A glowing bucket in the black of night would be an impactful visual accompanying your press release. Video showcasing the red bucket releasing its steady glowing capabilities in darkness would be interesting. Incorporating why a glowing red bucket can be useful as well as distinctive is good. For example, filming a man walking around his house in the middle of the night and tripping over a bucket filled with his child’s stacking blocks would tell the story of why a glowing red bucket can prevent injuries.
- Electronic Press Release: Below is a list of just some of the reasons why an e-release is the way to go:
- Imbed video and photos directly into your release – the press won’t have to open attachments or try to download a large video file
- Add social media bookmarks – allows readers to share it with their friends and followers on Facebook, MySpace, Twitter, LinkedIn and to bookmark it for others who are interested in similar topics. This is very important as it allows regular people, not just the media, to spread the word about your glowing red bucket.
- Links back to your website: When you add the elements above to your e-release as it’s shared throughout the Web, your link back to your glow-in-the-dark red bucket website is posted on more and more sites creating more visibility and helping you with search engine optimization (SEO). When you have legitimate websites linking back to your website, it helps you organically climb the search engine rankings.
- Make sure the link you include is the most relevant for the press release. This link may not be your home page. Since our fictitious business sells red buckets but the press release is about the glow-in-the-dark red buckets, link to the glow-in-the-dark red bucket web page rather than your generic home page.
How do I create an electronic news release? BigforkWEB offers press release packages to do this just for you. We have a team of professionals with a background in all the steps required to set you up for success. We walk you through step-by-step to create, distribute to a targeted media audience and are available to help you prepare for media inquiries and how to track your press release.
If you’re the do-it-yourselfer, then there are a variety of services to help you create your electronic release. One free service is www.PRLog.com. However, these free services may not include social media links or keep the press release “live” for more than 30 days. It’s important to carefully read what each service offers and what they don’t offer. Another service we use at BigforkWEB is www.PRWeb.com. It is a paid service offering several types of press release packages. Depending upon your budget and your goal, you can decide which type of service works best for you.
Coming soon… Press Releases: What Happens After They Have Been Submitted