May 21, 2009

You Have a Press Release. Now What?

You know you need a press release to get the attention you want for your business.  Maybe you decided to learn how to write one and have just spent your day tweaking it to sound just right. (Good on you!) Or perhaps you chose to hire a press release writer and save yourself the stress. (Excellent choice too!)

But now that you have this powerfully-written, relevant, newsworthy release… just what the heck are you supposed to do with it?

I can certainly tell you what you should not be doing.

Obviously, you should not leave it just sitting there on your hard drive. It’s time to get it out there, into the hands of people who want to know your story, and can help you get that attention you were hoping for.  Here are three things you can do with that release to easily get some buzz going:

1.    Submit it to online press release sites. They do work! Check out this story about the virtual assistant industry that was published on a press release site, then picked up by The Wall Street Journal.

Of course, not every story gets picked up by a major media outlet. But the other thing you gain from submitting your release to these sites is relevant backlinks and your keywords pointing at your website.

2.    Send it to your local media. Change the heading of your release to “Local business owner…” or “Local entrepreneur…” to get the attention of your local media outlets. Local stories are always popular with the media. If you’re worried about snagging an interview and getting nervous… don’t be.

A few months ago, my 12-year-old daughter was interviewed for our local paper because of a press release I wrote. The reporter really went out of his way to make her feel comfortable during the interview. After all, if you’re comfortable, you’ll give the reporter a better story.

3.    Research targeted publications for your niche. Look for publications that serve your target market and submit your press release to them. If your story gets picked up, it’s fantastic exposure.

If you’re emailing your release, remember to include it in the body of the email, don’t send it as an attachment. Another tip I’ve picked up… most press releases are emailed instead of faxed. To make your release stand out, try faxing it instead. I’m going to do that with the next one I send out.

These three ideas are just the start of giving your press release legs. You can include it in your press kit, post it in your online media room, send it to your clients.  Now that you have your press release, the possibilities for getting your news into your audience’s hands are endless.

Clearly, your press release has a lot of potential for getting you the exposure you want. When you begin writing press releases regularly and consistently, you can powerfully increase your visibility and credibility with your target market.

Denise

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