In Public Relations, you must never let a good story go to waste. If there’s a newsworthy story involving your business or personal brand, you’ll need to work out how to distribute a press release and get your story told to as many people know about it as possible.
A great way of extending your reach is through writing a press release. But if you’ve already written a compelling press release expressing why your story is newsworthy, the next step is working out how to distribute it. And this is why forming relationships with local, national, and mass media is vital.
Say it loud, say it proud…
If there’s one thing that everyone loves, it’s stories. If you have one the chances are your customers and followers want to hear it. Press Releases are a traditional way of contacting the media. But being such a popular tool, competition for a journalist’s or editor’s attention is fierce. That’s why delivery is just as important as crafting your press release.
So, how does distributing a press release work?
1. Make a list of journalists who might be interested in your industry or type of event.
2. Get the journalists’ contact details.
When making your list of preferred journalists, be sure to collect their contact details too. There’s no point in adding them to the list if you don’t know how to reach them. Ideally, take note of their workplace email address and – if possible – phone number.
However, unless you’re on talking terms with them already, your initial point of contact should be their email. A phone call out of the blue won’t help win them over and may even hurt your chances of getting considered.
3. Craft a killer pitch.
Just like an elevator pitch, how you present your story needs to be on point and clearly convey what makes it so interesting and newsworthy for their readership. So, short, succinct, but exciting.
4. Send your press release at the right time.
A critical make-or-break aspect of dealing with press releases is timing. Right off the bat, you want your press release to reach the top of their inbox. So, for instance, schedule it to be sent at the start of their office hours or just before they return from their lunch break. Also, consider whether there’s any topic circulating in existing news cycles that your story can connect with.
You should send your press release well before an event you have planned. If it’s too near, their schedule might be too full or they may not have the time required to do research, let alone write about it – making for an instant rejection.
5. Upload press releases to your website.
Another way of distributing your press releases could be through your own website. If you or your business has a significant presence in your community or industry, journalists may already be following your activities. Having a dedicated section on your website for press releases could be an effective way of sharing newsworthy stories with the media quickly.
Of course, you should still email journalists all the same. However, the use of this method must be weighed against the context and the situation. For instance, if it is an exclusive for a specific journalist or outlet, then no.
Need helping managing your PR?
No matter how big or small your business may be, how your customers and followers perceive your brand matters. If you need help supporting your reputation and maintaining positive relations with key stakeholders, get in contact today for a free quotation.
Your message has been sent
Get your business talked about the way it deserves. In today’s competitive market, the significance of managing your brand’s image cannot be overstated. It’s essential for businesses of all sizes to prioritise their reputation and the way they are perceived by their target audience. By seeking the support of professionals in this field, you can ensure that your brand is being portrayed positively and effectively to the right stakeholders.
Don’t underestimate the impact of a strong brand image and the positive word of mouth that can propel your business to new heights. So, take proactive steps to shape the conversation surrounding your brand and reap the benefits of a well-managed reputation.
PIPSQUEAK MEDIA 
Leave a comment