Press Release Distribution Tips
- Author Brathan Cromwell
- Published December 14, 2011
- Word count 667
Press release distribution strategies have one primary goal: to generate interest in your products or services. Press release writing can be a powerful asset when done correctly, but even an exceptional release doesn't stand a chance of being published if the distribution methods you're using are not in accordance with accepted standards. This means that your writing strategy must be as potent as your press release distribution plan. The following tips will help ensure that your story is written and submitted with the greatest chance of being published.
*Write it Right
The first part of your news story that an editor will look for is the subject line of the email or request for inclusion. If you don't catch the editor's attention here your release will end up in the trash. Keep it short but powerful - tell the editor exactly what they need to know in as few words as possible. Remember; you're not trying to sell the editor your specific news - you must first sell them on the idea that your story might interest their readers. If you do this your release will be opened and reviewed but still doesn't mean it's going to be published.
If you submit a story that is full of grammar, spelling or other basic English errors, expect it to quickly find its way into the rubbish. If the formatting isn't correct it will likely get tossed as well, so be sure your release has the following:
Don't forget to indicate the end of your story with three pound symbols centered under the last paragraph.
*Don't Submit Indiscriminately
The editor of Tomatoes Monthly doesn't care about your press release announcing the launch of your classic car detailing service in a small town in Vermont. Likewise, a publisher of poems and short fiction stories isn't going to find a release describing your company's research seeking to lower the weight of sheetrock interesting.
Only submit your release to relevant editors and publishers - anything less is spam and will rapidly get your company sandboxed by the media. If you're uncertain if a specific publication will be interested in your story, send the editor a polite query letter beforehand.
Despite the mystique some people associate with addressing inclusion requests to editors by name, it's not usually a wise idea to do this. Editors change frequently at many publishing houses and may not be available any longer. If your story gets sent to an editor who has moved on, it's unlikely to find its way to the right place and get picked up for publishing. Instead, address press releases to Editor or Managing Editor.
*Timing is Everything
A number of press release distribution websites allow you to select the day and time that you would like your story to be published and syndicated. Obviously it makes more sense to have a release sent out for publishing on a Monday morning than on a Saturday afternoon.
If your news release is covering an upcoming event, ensure that the story is distributed with enough time so that readers can see the release and make plans to attend.
*Use the Right Anchor Text and Links
Don't turn a press release into a spammy advertisement - make your links powerful but subtle and use proper anchor text so that the reader understands they are transferring to a related page. A good rule is to place one link in the first paragraph and one in the last paragraph. Don't forget; you'll also be able to place links and contact information/calls to action in the boilerplate.
*Keep it Short
Don't try to showcase your vocabulary or attempt to impress readers with eloquent writing skills. That's not how a news story is written. In fact, most newspaper articles are written at an 8th - 9th grade level for fast consumption and easy retention. Short sentences and mono-syllabic words often have considerably more power than a boring slur of Shakespearean gushing.
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