How to Write a Press Release:
Releasing
Your Press Release to the World
Home > Promote > Press
Releases
by Peter Cooper
Now
that you're experienced with talking to journalists and editors and have put together
a mind-blowing press release, it's time for it to make its way out into the world.
The
initial place to start is with any press contacts you've established so far. If
you've been speaking with the editor of your industry's trade magazine then it's
important they receive your press release. Remember that your story shouldn't
just be for your own benefit, but for the benefit of the press too.
Once
you've considered all of your own personal press contacts, you need to choose
what path you want to take in releasing your press release. There are a number
of options, each with their own pros and cons:
Submit your
press releases manually
Save the value of your time, handling
the submission of your press release manually is the cheapest option. You're responsible
for everything, and most people who choose this option are often already used
to dealing with the press. They'll usually back it up with help from others or
by using online wire agencies (below) too.
I only recommend
this option if you don't mind spending the time talking to editors and journalists,
working out how to target your press release, and then actually sending them out
and doing all of the legwork. Thankfully it is a job which you can spread out
over several weeks, so even if you're busy you should be able to find some time.
Finding
the publications and editors you want to submit your press release too can take
a while but there's a variety of avenues to pursue.
Buy
magazines. This is simple. Go to your local magazine vendor and find all of
the magazines which you believe would be interested in your story. You should
be able to find at least 10 different magazines in any decent store. Either purchase
the magazines and get the contact details from inside, or make notes of the titles
and try to find them on the Internet.
Search on the Web.
Call up your favorite search engine and search for similar stories to your own.
You will often come across online magazines and journals that publish stories
in your subject area. Get contact details for each one you find and add them to
your list. Try to get first names for contacts if possible, it will allow you
to customize your submissions a little more.
Use prebuilt
lists. Personally, I wouldn't advise this. Companies who sell these lists
will often charge you a lot, and you could just as easily find the publications
you want by using the above two methods. Alternatively you could use online wire
agencies who already have thousand of editors and journalists signed up to their
mailing lists.
Using a Press agent or officer
Many
medium to large sized companies will employ an agent specifically for dealing
with the press. If you work in a large company it's a good idea to investigate
what your options are. You may find that your company already has a press office
which will be able to work with you in getting your press release out. Sadly,
however, this isn't always the case.
If you really don't feel
up to the job of submitting your press release yourself then hiring a press officer
could be a worthwhile option, especially if they come well recommended. If this
all sounds too expensive and your requirements aren't particularly large, you
could use the next option..
Online wire agencies
While
you may choose to submit a good deal of press releases manually, you may also
want a helping hand to get your press release to a large number of journalists.
If so, online wire agencies are there to help.
Online wire
agencies are companies who specialize in sending press releases to journalists.
Generally the will have a 'mailing list' of thousand of journalists and news organizations,
and they will send your press release to this list for a fee.
iBoost
doesn't officially recommend any online wire agencies since we haven't reviewed
any yet, but here is a small list of agencies who appear to have a good reputation
in their industry:
