Press Release Distribution Procedure |
In both the real and on-line world, using the power of a press release is critical in order to gain maximum exposure in order to get your message out to the public. Here is a procedure that works well:
- Identify the angle/pitch that makes topic newsworthy.
- What are the target publications/web sites?
- Read the target publications to determine if there’s a match between your message and their content. Look for specific column or section where your release would fit. Read back issues to determine if topic was covered in the past.
- Identify exact person to contact at each publication.
- Get e-mail, mail and phone for each contact.
- Write release, changing slightly to meet criteria of different publications.
- E-mail release.
- The next day, mail a hard copy of release.
- Three days after hard copy was mailed, call contact and ask the following:
o Is this a good time to talk?
o Did you receive the press release?
o No? ask what delivery method they prefer, resend, call the next day)
o If yes, ask:
o Are you the correct person to receive this release?
o Do you think your readers would be interested in this topic?
§ (If not interested in this now, ask: Do you plan to cover this topic in the future?)
§ (If interested, ask if we can provide additional info, set-up interviews, etc)
o What types of story ideas are you interested in for the future?
- Submit publication names to Factiva
- Continue to follow-up
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