Press releases can be daunting. Before you get too overwhelmed, let’s break down the process into the what, where, who, how and when so you can get the most out of your newsworthy updates.
Content for your press release should always be newsworthy. PRWeb has a ton of topic ideas here, but these are my favorite:
new office, new brand, investor funding
client success stories, growth in client base
community service, charitable donations, pro-bono work
event sponsorship, event appearances, hosted events [including web]
List all known places where your ideal customer goes to get information.
Think blogs, magazines, websites, and don’t forget influential social media people feeds.
Rate this list from game changers with a large audience, to important places with little to no influence.
Find out who the major contributors are to those information sources, and how you can reach them.
For television, find the producer. For magazines, find out who the editors are. For blogs, research to see who manages the blog, and who contributes often.
Gather their emails, phone numbers, even a physical address; Find someway to connect.
Tip: reach out to your connections!
Do you already work with influencers in the industry? See if they can get you in contact with the right people you need to publish your content.
Go back to your list of contacts and start from the top!
Whatever you do - do not mass email! Distribute your content by personally addressing each connection. Include one very important element in each email, the opportunity for follow up.
Prompt an interview or discussion opportunity by not only providing your contact information, but a time and date so they have a simple opportunity to connect with you.
Simply put- plan your own press conference!
Create a press release schedule. You want to highlight the important and timely press releases, but do not overload your sources if it isn't necessary. Iterate often - Once a quarter is a great place to start for smaller milestones.