In the world of media, newspapers, television, radio, and online publications distribute millions of dollars worth of free publicity every day. If you have a compelling story or valuable information to share, there's an editor out there who would be eager to feature your content. This can result in your name and ideas reaching thousands of people overnight, all at no cost to you. Once you've crafted your press release, the challenge lies in getting it into the right hands. Here are some strategies to help you effectively distribute your press release to the media.
Your first step should be to target local media outlets. Editors and news directors often prefer stories that they can follow up on without making long-distance calls. In fact, many editors exclusively cover local stories. You can find the contact information for your local media in the Yellow Pages. Call the front desk and ask who handles stories like yours. You might even try pitching your story over the phone before you send your press release.
Next, consider sending your press release to a trade publication that covers your industry. For instance, a local daily newspaper might not be interested in your innovative method for preventing dents in silver-coated milk cans, but a dairy trade publication might feature you on their front page. Don't forget to include a photo of yourself with the press release.
Emailing your press release to media outlets nationwide is another effective strategy. While most editors might not pick up your release, casting a wide net increases your chances of getting coverage. You can find the contact information of media personnel who have expressed interest in receiving press releases from reliable media directories like the Bacon Publicity Checker or the Media Directory at Gebbie.com. Since email is a cost-effective way to distribute a press release, consider sending a follow-up release the following month. Sometimes, it takes several attempts before an editor decides to feature your story.
Don't overlook neighborhood or alternative newspapers that might be interested in stories like yours. For example, a police officer who had a story about abuse couldn't get coverage from the local daily, but alternative newspapers were interested in his story.
Lastly, consider paying an email newsletter to run all or part of your press release. With ad rates currently low across the internet, many reputable publications might be willing to work with you if your release contains valuable information for their readers. This principle can also apply to small newspapers and some broadcast organizations. You might get better results if you convert your press release into an article or even a long ad.
Above all, don't get discouraged. Free publicity is, after all, free. You only get results when you are organized and persistent.
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