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A company has something important to talk about or announce to the public. The press release has been written and is ready to go. It is important to send it to the right media people at the right time. But to whom should it be sent? When should it be sent? Where and how should it be distributed? These are all questions that have to be resolved to give the press release the best shot at success.
Distribution can be realized individually or by using various free and for fee companies to send it out to various press outlets. Explore the options and choose the source that is a best fit for current needs. Either way, there are specific issues to consider including determining the target audience, business category, geographical region to cover and complexity of the message, as well as timing and tracking.
The target audience is determined by the subject matter. A tailored media list for distribution is thus required to decide whether the release will go to national, regional or local outlets. Each outlet provides different publishing guidelines and formatting requirements, which must be followed. The options for distribution are best determined by tailoring to those who are most likely to be interested, and include email to key journalists, trade publications, placement on a wire service, posting on a web site, submission to local press and cable TV/radio. Press releases can be sent via email, snail mail, or fax (which is generally the preferred method). Timing of the press release is critical as well. It is best to submit them early in the day, on a ‘slow’ news day (no major disasters or major news stories) and mid week seems to be the slowest time of the week so the press release will get more attention. Different outlets have different requirements regarding lead-time and deadlines, so finding this specific information is very helpful.
Distributing the press release is a complex task. Hiring a professional firm to handle it can be very helpful. They have knowledge and experience along with databases of thousands of high profile news agencies to target the release to those media outlets most likely to print it. They can offer press coverage in trade publications and other media difficult for an individual to access. Distribution is a key aspect for the success of the press release and should be carefully researched and executed.
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