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Press Releases On-line: How to write them, who to send them to...
How to Get Free Media Publicity for Your Business by Sending
Press Releases On-line: How to write them, who to send them to,
and what media managers are looking for.
By Dr. Kevin Nunley
USE THE MEDIA--marketing help for biz.
"Do News Releases Work?"
Invariably, when I talk with business people on-line, someone
asks that question. Many of us have sent out a press release
only to be greeted with silent indifference from the media. But
that doesn't have to be the case. The media needs, must have,
craves, can't do without a steady stream of usable news. YOU are
the person that can supply the news they need. And you can get
free publicity for your business at the same time.
Even better, you can email your press release to the media.
That makes it much cheaper to send a release to lots of media
The news release is the time honored method of putting
nformation before the media. This is especially true for
businesses and organizations. It takes the form of a page or
two detailing your message, generally slanted a bit to favor
your goals. In its most basic form, the news release has your
name and contact number at the top, followed by some points that
will interest the media outlet.
You Gotta' Be Newsworthy!
Make sure your story is something that the reporter will agree
is important. Newspapers don't like it if you send in an ad for
your business to be used as a news story. Their attitude is,
"Hey, if you want to advertise, call the advertising department
and buy and ad." You have to cloak your message in a story that
is newsworthy, a story that readers will find helpful,
interesting, simulating, sad, or hopeful.
If your message seems too commercial for your local daily
newspaper or TV newscast, try sending your release to a trade
publication in your industry. A story that is of little
interest to the general pubic will often be welcomed with open
arms by a more specialized industry newsletter or e-zine.
The bottom line is this: think like the media, shape your
message to fit their likes. Do that and your message has a good
chance of being used. Above all, don't let up. While one media
manager may not have the slightest interest in your idea,
another will welcome you with open arms. The media needs piles
of fresh stories everyday.
Where Do You Find the Addresses for the Media?
It used to be that you had to shuck out a few hundred bucks to
buy a media guide on CD-ROM. Now that just about every media
entity in the world is on-line, the process of getting accurate
addresses is much easier and cheaper.
Gebbie, a well-known guide, has jumped ahead of the pack and
put their addresses and links on a well organized web site
(http://www.gebbieinc.com). I recently sent a press release via
e-mail to over 1000 of the radio stations Gebbie has listed and
hot very good results.
Remember, bulk mailing your press release to media is not the
same as spamming individuals. Media expects to get unsolicited
promotional announcements. That's the business their in.
There are also companies that will send your press release out
for you, although I'm not so sure you'll get better results than
the do-it-yourself method. Mostly automated press release
services make the job much faster. The top press release agency
in the corporate world is PR Newswire (http://www.prnewswire.com
PR News Target (http://www.newstarget.com) claims to have
cultivated a relationship with thousands of editors covering a
variety of industries. I would take that with a grain of salt.
When I worked in media we often got calls or cards from PR firms
asking if we wanted to get their stuff. We usually said yes
because they would sometimes send free hats, shirts, and other
trinkets. The press releases often went into the trash. It's
much better if YOU cultivate your own relationship with editors.
Jennifer Howard of American Small Business Association does a
fine job of sending to over 5,000 media outlets for $250 .
Also check out Automated Press Releases
(http://www.gapent.com/pr). For the nice price of $12.50 per
hundred, they'll send your release to any of their 7,600 media
sources in 37 countries. While you're at the Automated site,
read through their "Pet Peeves of the Media" article.
Some PR firms will write your press release for you. The price
usually runs around $200 for a one-pager. (Don't do it! I'll
write it for you cheaper.)
Here's a simple example of what a standard press release looks
USE THE MEDIA
210 State Street
Contact: Kevin Nunley
FOR IMMEDIATE RELEASE
DOGS WILL BE HAPPIER THANKS TO UTAH FIRM USE THE MEDIA.
Use the Media founder Kevin Nunley donates 20 cases of dog
polish to the Midvale animal shelter.
Midvale, UT: Lost dogs will have a lot less to be worried
about this Christmas as local consultant Kevin Nunley has
provided for their well being with 20 cases of high grade Amco
dog polish. Midvale animal shelter director, Monica Lewinksy,
said, "These will give the dogs exactly what they need to get
adopted by families this holiday season."
Dr. Kevin Nunley works with businesses on marketing strategy,
copywriting, and web site development. Ask for his FREE
marketing report at or (801)253-4536. See all his articles on
the Marketing Info Supersite at http://www.DrNunley.com Also
check out his Internet Marketing and Media Publicity courses at
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