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Know when to send in your Press Release
Copyright © 2006
Press releases should target either general interest or
special interest media. Your targets should include print,
broadcast, and internet media. General interest media
includes your local newspaper, Time magazine, and some
of your local radio and television stations.
Special Interest media includes trade publications and
broadcast media that focuses on some niche area of interest.
The important thing to remember as you pursue this avenue,
is that your press release must be newsworthy, ie..., news,
if it is going to be published and generate the traffic
to your website that you are seeking. You should also
recognize that what's news to one organization isn't
necessarily news to another.
Your local newspaper, the Little Ville Beacon, may think
your having a website on the internet is big news. After
all, nobody at the paper has browsed the internet themselves
yet and they don't know anyone else who has a website. So
by all means send a press release to the home town newspaper.
Time magazine, on the other hand may not be so impressed.
They may not have actually browsed the web, but someone
met somebody sometime at a cocktail party in Manhattan who
did. So its not news. Yet if you have the right kind of
site you might get into Time. How? Well, if it's a special
interest site it might correspond to a special interest
section of the publication or be involved in a special
event of the time.
For example, the periodical has a section that covers
politics and your website is the be all of all times
on politics. Or you might get lucky and send them your
PR Release on your model railroading website just as
they are putting together a special report on how model
railroading is taking the nation by storm. Of course,
you will not know that, but if you send enough PR
releases out you just might get lucky.
You could get on the radio. Does one of your local
stations have a talk show that covers computers? Perhaps
there's a local talk show that's about crafts and
hobbies. Your website on clothing and handbags might be an
appropriate subject to talk about when you call into the
show. Hey, you're doing a public service here. Don't be shy.
Special interest media would include Model Railroading
Magazine, Net Guide, Computer World, and a variety of
programs on public television and radio. The closer the
fit of what your website covers and what this particular
media covers the more likely you will get coverage.
If a particular media is a super fit for your site, like
if there were a publication called clothing and handbags
on the Web, you should probably make a special effort and
maybe tailor your release to meet their specific needs.
You might even call the editor for the department you
are targeting to reinforce your message.
Writing the press release should not be too difficult.
Keep it brief. About two pages double spaced is about
right. Always include some direct quotations as if you
were being interviewed.
For example, "Mr. Page stated that his Google Internet
Search Engine is the greatest thing since sliced bread."
With some good direct quotes, the reporter can write
the story as if he actually bothered to interview you.
Since reporters are very busy people, this extra touch
will be very appreciated and your website is more likely
to get some press coverage. A well written press release
can be used verbatim by some trade publications. The
trade publications that have no paid subscribers and a
lot of advertisers often don't have a lot of reporters
hanging around looking for something to do. The editor
just might pop your entire release, unedited (He's busy
too.), right into the Industry News Column.
About The Author:
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