Hi Everyone,
I'm fairly new to the marketing game, so I was wondering if I could get some advice...
I know that Press releases are a relatively inexpensive and effective way to get the word out there about your company and what it is you do but I don't know the best way to get in touch with the editors at the relevant publications.
Should I just email them what I have and hope they like it or should I possibly call them and try and talk to them about it?
Also what is your opinion on free online press release websites? I know they're good for improving SEO with back-links to your website but they are generally not targeted to the right audience or to any audience so are they worthwhile?
Any advice would be welcomed!
Thanks,
Bookie
Hi Bookie,
First step is to listen. Search your subject and competitors on Google news. Do the same on Journalisted.com. What is getting coverage? What kind of stories?
Use the news results you find to inspire your own stories, or stories that can add value to the news in your sector which is already generating coverage.
Step 2. Contact the journalists covering your subject or region (the ones who wrote the news you found in step 1) with a brief email telling them how you can add value to a story they have already covered.
Or, tell them how you've read a recent article they wrote and you have a new story you thought they might be interested in. Briefly explain the news in your story. Don't drone on about your business.
The trick here is that hundreds of people email journalists press releases every day. To stand out from the crowd, send a brief personalised relevant message with the offer of more information if they're interested.
Step 3. If they bite, Google search 'how to write a press release' and submit your news according to any of the popular formats. (NB You might want to do this before you contact them too so you're ready to react - it's a good skill to have)
Be prepared to write some pretty lousy press releases first off and hope that you stumble on a journalist who finds your naivety beguiling! There must be a couple out there. You may of course be a natural. You won't find out until you try.
If they don't bite, get over it! And try again. When they do, it will be worth your while.
Press release sites?
New Google algorithms have devalued the importance of SEO backlinks on content from free press release sites. And no self-respecting journalists will ever pick up a story from a free press release website. So, for me, they're a waste of time.
Some people (Some on here) sing their praises - so it boils down to personal experience and results.
In the bad old days we'd all get giddy about blasting out thousands of press releases to thousands of people in the hope that something sticks somewhere. (And some dinosaurs still do this!)
But if you're serious about PR making a difference you should initiate and nurture meaningful media contacts working for the most influential media in your sector - then fascinate them with your irresistible stories.
That's all there is to it! ;-)
Alternatively, you can blast out meaningless self-promotional guff on press release websites and disappear into a crowd of average uninspired dross!
The choice is yours!
Good luck!
