We recently explained, The Importance of a Formatted Press Release. Now that you've written your release, knowing how to send it will ensure that it's sent to the right hands for distribution. You've got the perfect event/product and you've managed to draft the perfect press release to highlight it. Now all you need is the right audience. Below is a list of tips on how to effectively get your release into the hands of the media.
Query first
Compile your list of potential recipients by selecting the editors and journalists who may be most interested in what you have to say. Now comes the hard part - the best way to get your press release seen is to query each media outlet via phone or snail mail to ensure that they accept emailed releases, and to obtain the most up-to-date contact information on where to send them to avoid the dreaded spam folders.
Know your audience
Get the full name, position, and email for the appropriate contact for your release. Sending a release without specific contact information is pretty much the same as tossing a shell into the ocean. Only send your press release to one person per news outlet. The biggest complaint from editors? Receiving press releases that have nothing to do with what they publish.
Fax is dead
Send your press release via email; a stressed editor is more likely to grab a story from a format that lends itself to cut-and-paste. If it's ready to go to print and makes it easier for them to distribute it for you, why wouldn't you do it?
Don't get attached
Format your email carefully. Don't send your full press release as an attachment; due to abundance of potential computer viruses, most recipients will delete unsolicited emails that appear to be spam with attachments unopened. Instead, include a 'teaser' of your press release in the body of the email, with a link to the full press release as it appears on your website.
Timing is everything
Mid-week is usually the best time to send out your press release, as editors aren't swamped after the weekend but still have time to follow up with you prior to the next weekend. Avoid sending out press releases in and around known holidays.
Think big, but don't be afraid to start small
Begin by reading the news; the content of your press release may unexpectedly become a hot topic. Trade publications, regional or local newspapers, free weekly newspapers or magazines, e-zines, newsletters, or other niche-market publications are all good places to send your press releases, in addition to national papers and high-circulation magazines. Always keep in mind that any exposure is good exposure!
Have a professional editing service review your release to make sure it's consistent, error-free, properly formatted, and ready for distribution.