"RELEASE RELEASE: Getting Your Press Release to the Media"
Each day newspapers, TV, radio, and ezines hand out millions of dollars in FREE
publicity. If you have a good story or good information to share, an editor somewhere
will jump at the chance to use your material. Your name and ideas can be spread
to thousands of people over night. And the cost to you? Zero.
Once you have finished your press release, here are some ways to send it to
the media.
1. Start small. Think locally. Your best bet for getting media is right in
your own home town. Editors and news directors love to do stories on businesses
and individuals they can phone without placing a long distance call. In fact,
when we send press releases to media across America, many editors say they ONLY
do local stories.
Find the contact information for your local media in the Yellow Pages. Call
the front desk and ask who handles stories like yours. You might even try pitching
your story over the phone before you send your release.
2. Send your release to a trade publication that covers your industry. The
fact that you have created a way for silver coated milk cans to dent less easily
probably won't get a second look from your local daily newspaper, but the dairy
trade publication might put you on the front page. Be sure to send them a photo,
with YOU in the picture.
3. Email your release to media nationwide. Most editors won't go for your release,
but since you are casting a wide net, some will give you coverage. You can get
addresses of media folks who have asked to received releases by consulting one
of the reliable media directories like the Bacon Publicity Checker or the Media
Directory at Gebbie.com.
Since email is a dirt cheap way to distribute a release, write a second release
to send media next month. Sometimes you have to send three or four releases
before you become familiar enough for an editor to jump on your story.
4. Look for neighborhood or alternative newspapers that cover stories like
yours. A policeman who had a story about abuse couldn't get his side covered
by the local daily, but had a topic alternative newspapers loved.
5. Pay an email newsletter to run all or part of your press release. Ad rates
are down around the Net and many fine publications will consider working with
you if your release has good information their readers will appreciate. This
same principle can apply to small newspapers and some broadcast organizations.
You may get better results if you convert your release into an article or even
into a long ad.
Above all, don't give up. Free publicity is...well...free. You only get results
when you are organized and persistent.
About the Author:
Meredith Pond has written and distributed hundreds of press releases for everyone
from individuals to big corporations. See her smart marketing ideas and publicity
packages at http://CheapWriting.com Reach her at mailto:meredith@drnunley.com
or 801-328-9006. |
