Business Marketing

How to Send a Press Release

In order for a piece of news or an event to become well known and grow in popularity, it requires a strong announcement which will make the public aware of its existence. The media plays a strong role in many things being brought to our attention and without this media coverage, there is very little chance that the news of the event/product/etc will reach its targeted market. With the right writing skills, almost anyone can write a good quality press release without any need for money in order to distribute it. The main thing you require is a well researched, planned and executed press release which reveals the important facts in a positive tone, whilst also keeping a sense of appeal about it which in turn will help make the public interested in its content. However, the key with producing a successful press release is not overly promote the event/product/service, but instead leave the listener wanting to know more. If you are able to produce a good quality press release, only half of your work is done. In order for the press release to accumulate the amount of hype you are hoping it will, you need to ensure that you send it out to the right places in order to get the best coverage possible.

You can send your press release to media contacts in a variety of different ways depending on the urgency of its release. The first important note to take is that you should never send a summary of the press release. Sending a link or an additional location where you can find the full press release is not only unprofessional, but it takes away the aim of your press release. You should also aim to include a catchy title, both at the beginning of the press release and if sending via email, within the subject box to catch the readers eye. Email is seen as one of the fastest ways in which people communicate with one another and the same can be said in terms of sending out your press release. When sending it through email, send the document through as text and not as a HTML. This will make it easier for all recipients to read and take facts from, and will also be much quicker to send with less chances of an error occurring on the document. Never include the press release as an attachment or a link to its location, but instead include it within the email. This takes away any issues with having to download the file, and can also ensure that the press release is read straight away. You can also fax a press release which is also a quick method, but will not always offer the same level of quality as an email will.

Mailing out a press release is not as commonly done nowadays due to the advancements which have been made in information technology but allows you to send out more detailed press releases with extra hand outs and photographs for a more detailed information source. This also allows the media to take away more information for their own coverage of your press release. Regardless of how you choose to send the press release, ensure that you include contact details of yourself or the company’s office, as well as stating clearly what the name of the company/product/service is. If the launch is for a specific date, ensure that this is also clearly noted within the release so that it can be noted in the media coverage.

Sending out a press release can make or break your launch, so before you send it out, think carefully about whom the right contacts will be to receive it. Once you have chosen your contacts, plan carefully every aspect of the press release, down to the day you are planning on sending it. You should check that all aspects of it are correct, including any facts you have included and your contact details. Then simply send out your press release to those you have chosen. Depending on what you are launching and to what scale, will heavily determine what the best method of distribution will be for you. By planning this down to the letter, you will not hit your target market, but you will also have a greater chance of making your press release a great success.

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