Learn Essential Press Release Basics

Press releases are one of the most common public relation strategies used today to attract media attention, announcing a new relevant product or an event launch and increasing your public presence and your brand’s popularity. They involve news stories, news products, sales, upcoming events, awards etc. Magazines, newspapers, television and radio stations are always looking for good stories to print or announce. That’s why, press releases play an important role in your marketing campaign.

essential press release basics


When it comes to press releases you must make sure that your news stories are good, well-written and interesting enough. Being honest, editors receive thousands of low-quality and irrelevant press releases every day. Press releases that are not designed in a proper format, or those who are irrelevant, or just self-serving ads are immediately deleted. However, editors get really interested when they notice that someone is submitting original and interesting story. This fact always helps you to increase your business prestige and eventually, editors will trust in your company, publishing and sharing more of your press releases.

However, there is no point in sending your press release out to every editor. This could be a waste of time, resources and money. You must find the relevant journalists in your niche, those who might be interested in covering your news stories. A proper press release distribution can make the difference between getting your news at the right time to the right audience and becoming a labeled spam. Thus, a crucial element in any press release distribution is getting a highly targeted media contact list.

Contact List

Creating a list with the most relevant media contacts could be really hard. It is not easy to find names, addresses, emails and fax numbers of editors and reporters who might be interested to write about you. However, once you have done it properly, you will notice the results. You can always save time and resources by hiring a press release company that offers the service to develop this highly targeted media contact list for you.

If not, any search engine will be a great way to find relevant reporters. Search by media name, publisher name, publication type or any kind of keyword related to your niche and audience. Always make sure that the sources have up-to-date information available and remember, if it is not important don’t include it.

Now that you have created the highly targeted list you should send to editors a request permission to submit your press release. However, always consider that editors change email or fax addresses frequently and sometimes your request permission doesn’t reach them. So, if you really need to call a certain editor, you should definitely do it.

Submitting The Item

An effective method to distribute your press release to publishers and editors who might be interested in publishing it on their websites is through newswire. This is an excellent service and the costs usually depend on the number of words. Newswire sites tend to be very reliable and many journalists use them to get information and good ideas for stories.

Another useful way to submit and distribute press releases nowadays is through press release submission websites. These websites offer paid and free press release submission. If your press release has the proper format it will be immediately approved and successfully distributed to a large audience. Besides, this technique can also help you from the SEO point of view because many news sources as well as search engines take news from these kinds of websites.

Always pay attention to timing. Many press release distribution websites give you the chance to select when you want your story to be published and distributed. In any case, it is better to have your release sent out on a Monday morning than on Friday evening. In the case your press release is covering any upcoming event you should make sure that it will be distributed with enough time to let readers organize their schedules to attend it.

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