While press release writing is important, press release distribution plays an equally important role in your return on investment (ROI) with this marketing / public relations tool. Because without targeted distribution, many prospects, clients and other interested parties may not even read your latest announcement or hear about it via other channels; TV, radio, print publications, etc.

In order to bring your news to light with more of your targeted audience, try some of these tips for a more successful distribution:

Media List Management

Start a folder on your computer and in hard copy form for media lists in order to keep a list of contacts readily available and updated. Identify media outlets – both online and off – in your targeted industries; for example: Business and Marketing. Add local, regional, national and International channels to cover television, radio, newspapers, magazines, online publications, newswire and other services.

A targeted media list is an invaluable tool for most businesses. The best way to build your list is to carefully watch, read and listen, then track media publications and shows, and to identify reporters and producers who would be interested in your story. Contact the media outlets as needed for their most recent contact name, email address, phone and fax number, before sending your information.

Tip: Using a contact management software program such as ACT! or Maximizer for this purpose can help you build and maintain relationships with the media. Even using Excel to create your own spreadsheets helps with organization. There are several sources online that will help you build your media list; however, keep in mind that not all of these sources will have up-to-date media information.

Newswires

Newswires distribute your press release directly to editors, other media outlets like Routers and they also publish the press releases on their website. Many journalists rely on newswire sites for information and story ideas. Wires are often used by larger companies and non-profit organizations. They have the advantage of immediately reaching a broad range of media outlets across the country. The cost is usually $275 – $600 to send a single release, with pricing based on the number of words in your release (a minimum word count will usually apply.)

Mail, Fax, or Email

You can send the news release directly to the media yourself, using the mail, fax, or email. When in doubt about the best option, ask the journalists you will be sending your release to. This can have the advantage of creating a more personal connection with the people you send the release to. It can also be a more cost-effective option if you are targeting a small list of journalists.

Database Building

Newswires offer a fast way to send your press release to a large number of editors. However, you can also build your own list of media contacts using any of a number of media databases. Most charge either a monthly, annual or per use subscription fee. Search online for “media databases” and “media lists.”

Timing

It is best to send your news release early in the day and you will have a better chance of getting your story noticed if your release is not sent on a busy news day. For example, sending a news release out as a major strike or natural disaster was taking place would not be good timing. Monday and Tuesdays are usually busy news days and by Friday most assignments have been handed out as journalists get ready for the weekend.

Helpful Tips:

1. Don’t send email press releases with attachments – they will be deleted immediately upon receipt.

2. If sending an email release, make sure to write the release within the body of the message.

3. Don’t bug editors. Editors receive hundreds of press releases on a daily basis. Chances are you will irritate most editors by making a second contact to ask if they received your press release.

4. Know editor’s deadlines. If you are sending a time-sensitive release, don’t expect a magazine editor to cover your event scheduled for next week. Find out what the appropriate “lead time” is to send your press release for possible distribution in their media.

5. If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.

6. For further assistance and other helpful information visit www.prweb.com

So when you focus on getting your press releases out, focus on distribution, too. Try some of the tips above to increase success with your promotions, and keep a copy of the these tips around for handy reference!”

Earlier this year when I was interested in learning more about publicity I came across the The Press Release Profits System from Alice Seba. This course includes an audio seminar of over an hour and a half plus templates and other resource.

I wasn’t sure about how to even begin writing a press release before taking this course. I’ve listened to it twice and learned something new each time. It’s a great resource to help anyone get more publicity by using press releases.

You can get a sneak peek at this course by signing up for Alice’s FREE Press Release Tutorial.

I listened to a free teleseminar from online marketing experts Mark Hardy & Jeff Johnson today about online press releases. They discussed the value of submitting press releases online including media attention and website traffic. The discussion is from a business point of view but the same principles apply for non profit organizations.

The call only lasted about 30 minutes so it is definitely worth the time to listen.

Listen Now (links directly to the MP3; it should open up automatically with the default audio player.)

In the December newsletter the feature article discussed why holding a fundraising event annually helps build publicity. One of the points I mentioned regarded using the internet to build publicity.

Newsletter reader Joan C. asked,
“How do you post fund raising events online? You mentioned this in the latest newsletter – and its a terrific idea – but I have no idea how you do it!”

There are several ways to get your fundraising events online, most of which are very cost effective (often free). I’m going to explore two different categories of online publicity – getting exposure on other websites (like news sites) and secondly, effective strategies for your organization’s own website.

Getting your organization’s event publicized online can help you generate attendance at an event and/or support for your cause. The keys are getting your information listed on as many sites as possible and reaching local media who would want to feature a story about your event.

Press Releases Get Media Attention

Press releases, sometimes also known as news releases, are used to announce your organization and its activities to the media. The purpose is to catch the attention of editors and journalists who work for newspapers, magazines, television and radio stations with the result being a story about your organization.

While newspapers charge for ad space, if they produce a news story you will get much more coverage than you would with ad space — and it will be free. The public naturally trusts and listens to news stories more than they do advertisements so this increases the perceived level of credibility of your organization.

Find Specific Media Outlets:

Go to the websites of your local media outlets and look for information about submitting news stories. Many will accept press releases via email, but it is best to find out which method they prefer.

Google – Search for media websites

Media Post – Media outlets, USA

ABYZ Newslinks – Media outlets, International

Distribution Services:

Online services will get your news item out to the widest possible audience. Some services charge a yearly fee and others per press release. However, there are several good sites that will let you submit your press release for FREE or a very low cost.

PR Leap - Submit press releases

PR Web – Offers free and paid submission, click on Register Free for the free
option

Bonus Publicity

Even if you contact your local media directly, it is also wise to submit your press release to distribution services such as PR Leap or PR Web. These websites automatically send their stories to many websites including Google News and Yahoo News.

Widely distributing your press releases has several benefits:

• Gaining the interest of regional or national news media
• Getting incoming links to your organization’s website
• Further increasing your organization’s profile and credibility
• Reach web surfers on sites such as Google News who may be interested in your cause – these could be potential donors or organizations with whom you can partner in the future

Get Your Event Listed

Your organization can gain further exposure by contacting other groups in your area. If the group maintains an online calendar ask if they will list your event. Perhaps they would even include a feature story or short post about your event if it fits within the style of their website.

This is also a great time to find out if you can visit and/or speak at their group meetings to inform them of the upcoming event.

Who to Contact:

• Chamber of Commerce
• Travel & Tourism Bureau
• Civic Clubs like Kiwanis, Optimist, etc.
• Non Profit Management / Resource Center
• Similar or Complimentary Organizations in Your Area (i.e. schools contact other schools, arts organizations contact other arts groups)

What to Expect

Publicity can help your organization find new supporters and encourage people to attend fundraising events. But remember it should be just one part of your total strategy which should also include advertising, partnerships, direct mail and direct one on one selling of event tickets.

Generating publicity for a fundraising event will also bring long term benefits.
Most of the time these are unseen benefits and you may not know which news stories had the most impact.

Nevertheless the quantity of publicity, news stories and newspaper
articles over the long term brings justifiable rewards.
The more the public is exposed to your organization the more
likely it will be that they will come to support you or attend future
events.

Read Part Two: Publicity from Your Website

Related Resources

For more information about publicity and writing press releases the following websites may be of help:

Publicity Insider

Publicity Hound

FREE Press Release Tutorial