Something Old, Something New: The Press Release

Businesses have been using the press release as a marketing tactic for decades. However, with the advent of digital marketing, many blogs and small businesses have overlooked this old marketing element. But it’s important to remember that there are still many people who are plugged into the offline world. So why not go after this area and gain maximum exposure for your blog or business through a complete press release strategy?

Understanding Press Releases

A press release is a written document that is meant to attract the media’s attention to a newsworthy story about your blog or business. It is designed to be sent to journalists, editors, and producers and should include all relevant information including the who, what, when, where, why, and how of the story.

The key to a press release is to provide information that is both interesting and newsworthy. This can be anything from a new product launch to a charity event, a milestone for your business, or even a new blog post that covers a trending topic.

How to Distribute Your Press Release for Maximum Exposure

To ensure maximum exposure, you need to have a good distribution plan in place. This is where you target specific media outlets and their audience to get your message across.

Here are some key steps that you can follow:

1) Identify Your Target Audience

The first step is to identify your target audience. As with any marketing strategy, think about who your target market is. Once you have narrowed down your target audience, you can then start to look at your choices of newspapers, magazines, radio and TV stations, and other media outlets.

Ask yourself: “Does this media outlet speak with the people I am trying to reach?” If yes, then you should include them on your list.

2) Assemble a List of All Local Media in Your Area

Make a list of all local media in your area, including radio, television, print, and Internet contacts. You can obtain the names of reporters or journalists from your local Yellow Pages, or by visiting places where your customers frequent, such as restaurants or high-end stores.

You may also want to consider community publications that you won’t find elsewhere. You can also search online using resources like the American Journalism Review, NewsLink, and BizJournals.

Create a spreadsheet with these columns: Media Contact Info, Date Mailed, FLWP Date, Date Published, Request Reprints, Thank You Sent, Add Credits to Published Materials.

3) Assemble a List of Specialty Publications

Ask your best clients or readers what organizations they belong to and what they read. You may want to consider submitting your press release to publications in these niche areas.

4) Obtain Contact Information

Call the publication or search their website to find out who to send a press release to, and what their deadlines are. You can send the release to a particular person, or you can simply send it to the Managing Editor.

5) Mail/Fax/Email Your Press Release

Keep track of the contact information such as date sent and the date you plan to follow up. Keep track of your contacts so you can check up on how they are using material you send them, and so you can go directly to known people in the future.

6) Use Events Tie-Ins to Increase Your Odds of Success

You can increase the odds of having your press release picked up if you submit it along with information about a seminar or event you will be hosting. Even if you are promoting a blog, you could still hold a seminar where you speak about the topics you cover in your blog! Host it at a local library or community center for free. Maybe your event is a Webinar! In this case, submit your press release at least 3 weeks in advance of your scheduled event.

7) Consider Radio and Television Interviews

Don’t forget the opportunities with cable TV and radio. Many stations have ample “dead air” they need to fill. Radio or television stations may pick up your press release and perhaps be interested in having you appear on one of their programs. Requests for interviews often arrive on very short notice, so be prepared. In some cases, you can ask the show’s producer ahead of time for a list of questions you will be asked. Plan how you will reply to the questions. Also plan how you will respond to the interviewer if they ask questions you do not wish to answer.

8) Make Follow-Up Calls

You will have varying results with the media depending on your location. If you are in a metropolitan area, you may receive no response from the large newspapers but keep in touch with them because you never know when the time is right.

Sometimes you may be disappointed that none of your local media have published your release or shown an interest in interviewing you. The media’s response is very unpredictable. Timing is everything. Stay on their radar with a polite follow-up call on the date you schedule on your tracking sheet.

9) Leverage Your Media Exposure

Since a published press release or an interview is a transitory event, request permission from the publication to make reprints, post on your website, or for podcasts. Reprints can be mailed or given to prospects and clients alike. They can be used as handouts at seminars. Or they can be used to fill a “Press” binder in your lobby. With an image of the press release online, you can showcase your media exposure to your blog readers.

10) Update All Your Written Material

Add your publication or interview to your credits on your website, resume, bio, corporate brochure or any other printed material describing your accomplishments.

11) More Follow-Up

If at first, you don’t succeed, try, try again! Keep in touch with key media contacts even if you get no response to your initial attempts. Put them on a mailing list for newsletters, informative updates, and other information that will be useful to them in evaluating story ideas.

12) Gratitude

Upon publication or following an interview, take a moment to send a thank-you to the editor or the radio/TV producer. Send a brief note of thanks, and share any positive feedback you’ve gotten from the exposure.

13) Ensure Success

Schedule these steps into your calendar. Break it down into small pieces you can accomplish each day. Keep faithful to your schedule. A good idea is to think of each step as an important appointment you can’t cancel.

In conclusion, a press release can be an effective marketing tool that can help your blog or business gain maximum exposure. By following these steps to distribute your press release, you can attract the attention of the media and reach your target audience effectively.