Press Release Distribution: I've Got My Release…Now What??
Written on April 27, 2009 by Susan Payton
People who know me and/or my blog know I write. A lot. About press releases. It’s hard being such a marketing and PR geek. But as much as I write about them, I realize I still haven’t told you the whole story. So today, class, I want to talk about press release distribution.
There are two primary ways to get your release to the masses:
1. Online distribution
2. Send directly to the media
Online
There are dozens of press release distribution sites out there (and for a near-complete list, see my ebook, DIY Press Releases), but one of the better known ones is PRWeb. You upload your press release using their system, and PRWeb (or whichever sites you use) sends it to dozens of news and niche sites. So, your release will appear in Google News, MSN, and on industry sites. If you’re in healthcare, you’d select “healthcare” as one of the channels you want your release to go to, and any website that subscribes to the RSS feed from PRWeb for that category would list your release.
Pros
- This method is great for SEO. The more place your website is listed, the better your ranking in search engines.
- Great for keywords. If you want to be found in a search for “seattle pet hotel,” for example, your release should contain those keywords.
Cons
- If you’re looking to get in magazines, this ain’t the way.
- There is some cost involved (PRWeb starts at $80), so if budget is an issue, this may not be for you either.
Sending to Media
The other option is to send your release directly to editors and bloggers who would find it of interest. I recently learned from a social media contact that if it even smells of promotion, an editor won’t publish it. So look to provide benefit to your readers. Make your release more about giving than getting. Then carefully target who’s getting the release. Make sure their readers are a good fit for your news.
Pros
- Better chance of getting in major news sources.
- Can skyrocket some companies to success.
- Free publicity.
Cons
- Chance of getting published is slimmer than online.
- Media types get thousands of releases every day. How do you stand out?
- Time-intensive.
Hope this helps. If you want step-by-step instructions for submitting press releases using either method, check out Do-It-Yourself Press Releases.
