ABSTRACT
Once you've finished your Press Kit you have to distribute it to the appropriate media channels where you want your story featured. You have to choose who would be most interested in what you have to say. As time goes maintain an updated mailing list of local, regional and national media outlets.

Press releases are distributed either through email or fax, depending on the media outlet and the editor. Find out the appropriate editors and columnists. Email or call them asking what is the best way they prefer to receive releases. Its good to plan ahead when sending a press release. Know when your "busy season" is so you can tie-in with a particular holiday or event that can benefit you. Most magazines need five to six months advanced notice. Newspapers and radio-TV need far less time. Don't wait until the last moment!

Remember there are no guarantees that media outlets will use your press release. Calling back and sending releases to the media on a regular basis can ensure that they remember your company when they need something related to your products.

There are Internet sites that that will distribute your release for you as well as provide other services, usually for a fee.

How can I have a better chance of being approved by editors?

Find out how an editor usually receives press releases and send it in that format. Make the inquiry either by phone or in writing. Only send your release to one person per media outlet. Short press releases are encouraged. It shows you respect the time of busy editors and reporters. If they need more information, they will ask.

If a reporter calls, return their call immediately. Even if its about an inquiry that does not interest you or is directly related to you. If possible try to write in a similar style as the editor or publication.

I've sent my press releases but no one is calling me back!

The most critical part is the follow up. The phone may not ring. It is up to you to make the calls. Start by saying, "Hello, my name is..." and start your "pitch". You have to tell the journalist in 30 seconds or less why you are newsworthy. You have to persuade the journalist that it is in his/her best interest to cover your product. You might want to create a one-page outline to use as a guide when you make your call, which should include who are you, why are you news, and how your product or service benefits people and gives value. A good rule of thumb on follow up calls is within one week for national media, within three to four days for local/regional, or for email contacts within a day or two.

What if my story is featured?

If your story is featured jump for joy. Then send a thank you note to the editor. Also keep an original of the published article.

Published: January 2007
Region: USA
Format: Editorial
SKU: infpu0001744