Over the years, PR expertise has learned many lessons in the art of press release writing. The art is simple; craftsmanship becomes easier as you get better. So if you are interested in getting into the world of PR then you would do well to consider some of these tips and pointers. These tips have been handed down from those who were in the business for decades and they are working their way into the professional world as well. So just take a look around, and I am sure you will find some useful pointers.
First and foremost, remember that successful press release distribution requires good writers. The most skilled, creative and technically proficient writers are not necessarily the ones who are most likely to be picked for interviews or publication (although these are great sources of leads and traffic for a PR campaign). So first, want to begin with a small disclaimer: Effective press release distribution is sometimes dependent on a good writer. So if you aren't a good writer then this will impact your ability to create an impactful release...but it's worth getting someone who knows how to write for a PR campaign.
When selecting your distribution partners, try to find partners who have an interest in your industry. This should include their audience and target audiences. In other words, if your target market is tech-savvy journalists, then you want to find distribution partners who write about or are very closely connected to the field of technology. A PR firm which targets a niche market will therefore more likely to be more effective at getting you noticed by the target audience you want to reach.
Next, keep in mind that effective press release distribution often involves partnering with journalists who are considered "in the know" for a particular story. For example, journalists who cover tech or scientific news are highly in demand by companies or organizations that are looking for them to produce a short infomercial. This is because these journalists understand the needs of these consumers and can help build a strong relationship with them (and will likely feature the reporter on air). While it's not a guarantee that a given journalist will write a favorable review, it's a safe bet to assume that they're likely to be more receptive to you than to a competitor who has yet to establish a positive reputation in this field. Additionally, some journalists are wary of working with new media outlets and may turn down the chance to work with you because of perceived risk or unfamiliarity.
Finally, try to get media coverage for your press releases. While this doesn't guarantee that they will be picked up by a media outlet, it does help increase the likelihood of the release being picked up by a third party publication. The New York Times and Business Journal each have strong reputations for picking up stories and publishing them in the print edition and online. They also publish a lot of other material, including web content. Many smaller publications, such as freelance websites, may not get as much coverage from larger publications, but they do exist and are worth pursuing.
When you're ready to make a contact with the press, your first step should be to find a good PR company. Some firms specialize in press release distribution, while others work with small business owners and entrepreneurs. Look for an entry option at a PR firm with experience distributing your release. You should also look for someone familiar with your target audience and your product. Ideally, you'll want to work with a PR firm that can create custom packages for your business and also write the release for you (if necessary).
Once you've found a good PR firm to distribute your press releases, it's time to get started. The first step is to determine which venues to distribute your releases in. If you're targeting the local market, then you'll want to focus on newspaper article directories (that publish in your area), local television stations, and radio stations.
Your next step should be to find a way to market your press release distribution. One of the best ways to do this is to engage your target audience directly. Post links to your announcements on your business website or in blogs that your target audience often reads. In addition, you should consider setting up booths at trade shows, giving away promotional items, and hanging posters and signs in your local community. By effectively marketing yourself, you'll be able to get more prospects and potential customers through your efforts.