News organizations receive hundreds, if not thousands, of press releases every year. Only a small fraction of those received actually get published by a major news organization.
Everything is different today. The world has access to more digital content then ever before and some media outlets are only available in a digital format. This also means that newswires and websites have access to a nearly infinite amount of content.
In the past, you would send your press release through the mail or fax it to the editor of your local paper. An effective, yet simple process. Today, you can have your press release distributed to hundreds of news organizations almost instantly. However, with the billions of pages of competing content, it is harder than ever for your press release to get noticed.
It is not a bad idea to still do things the old-fashioned way. You can quickly discover who the beat reporters are of the different sections of your local newspaper and either email or fax your release directly to them. But, you still have one major dilemma. How do you get your press release published?
You need to understand some humble facts if you intend to submit a press release. Nobody really cares how great your business is. If you plan to beat the odds you need to make sure your release is both newsworthy and of human interest. Of course hiring a professional company to do press release for you would be great, but do some research on the company you want to hire, you should go with the best press release distribution services in order to get the most out of your campaign.
In order for your release to be considered newsworthy, you need to explain the importance to the audience of the information that you are releasing. There must also be human interest. In other words, you need to show how your release will benefit the audience. A good example is, ABC Restaurant Provides 50% Discount For Seniors. Another example, ABC Toys Announces Grand Opening With Toys For Tots Drive. These example headlines are exciting, newsworthy and of human interest.
Also, timing is critical. All newspapers have deadlines. Content is pulled days or sometimes weeks in advance. Make sure you give them a good deal of lead time. It is a good idea to send your press release out at least four weeks prior to the scheduled release date. Finally, another good idea to follow-up to make sure they received the press release. This small step can be a giant leap toward keeping your release fresh on the reporter’s mind. Yes, this does take a some work on your part. There are also some very good paid press release services that will submit your press release to newswires. With a little creativity, you will be able to get the most out of your press release.