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May 4, 2007

Powerful Press Release Distribution Tips

While press release writing is important, press release distribution plays an equally important role in your return on ínvestment (ROI) with this marketing / public relations tool. Because without targeted distribution, many prospects, clients and other interested parties may not even read your latest announcement or hear about it via other channels; TV, radio, print publications, etc.

In order to bring your news to light with more of your targeted audience, try some of these tips for a more successful distribution:
Media List Management
Start a folder on your computer and in hard copy form for media lists in order to keep a líst of contacts readily available and updated. Identify media outlets – both online and off – in your targeted industries; for example: Business and Marketing. Add local, regional, national and International channels to cover television, radio, newspapers, magazines, online publications, newswire and other services.
A targeted media list is an invaluable tool for most businesses. The best way to build your líst is to carefully watch, read and listen, then track media publications and shows, and to identify reporters and producers who would be interested in your story. Contact the media outlets as needed for their most recent contact name, email address, telephone and fax number, before sending your information.
Tip: Using contact management software program such as ACT! or Maximizer for this purpose can help you build and maintain relationships with the media. Even using Excel to create your own spreadsheets helps with organization.
There are several sources online that will help you build your media líst; however, keep in mind that not all of these sources will have up-to-date media information.
Newswires distribute your press release directly to editors, other media outlets like Reuters and they also publish the press releases on their website. Many journalists rely on newswire sites for information and story ideas. Wires are often used by largër companies and non-profít organizations. They have the advantage of immediately reaching a broad range of media outlets across the country. The cost is usually $275 – $600 to send a single release, with pricing based on the number of words in your release (a minimum word count will usually apply.)
Mail, Fax, or Email
You can send the news release directly to the media yourself, using the mail, fax, or email. When in doubt about the best option, ask the journalists you will be sending your release to. This can have the advantage of creating a more personal connection with the people you send the release to. It can also be a more cost-effective option if you are targeting a small líst of journalists.
Database Building
Newswires offer a fast way to send your press release to a large number of editors. However, you can also build your own líst of media contacts using any of a number of media databases. Most charge either a monthly, annual or per use subscription fee. Search online for “media databases” and “media lists.”
It is best to send your news release early in the day and you will have a better chance of getting your story noticed if your release is not sent on a busy news day. For example, sending a news release out as a major strike or natural disaster was taking place would not be good timing. Mondays and Tuesdays are usually busy news days and by Friday most assignments have been handed out as journalists get ready for the weekend.
Helpful Tips:
1. Don’t send email press releases with attachments – they will be deleted immediately upon receipt.

2. If sending an email release, make sure to write the release within the body of the message.

3. Don’t bug editors. Editors receive hundreds of press releases on a daily basis. Chances are you will irritate most editors by making a second contact to ask if they received your press release.

4. Know deadlines of editors. If you are sending a time-sensitive release, don’t expect a magazine editor to cover your event scheduled for next week. Find out what the appropriate “lead time” is to send your press release for possible distribution in their media.

5. If writing about a web site, make sure the site is updated before you send your release. Editors will visit the site if they have an interest in your product/service.

6. For further assistance and other helpful information visit .
Here are some handy resources to help with your press releases:
– Check out Jack Humphrey’s Content Desk and Content Propulsion Lab, for “Do It Yourself” companies who would love the benefits of easy step-by-step content site building, monetizing and promoting systems for the best ROI, and high-end Public Relations firms with low-end budgets, online at and
– For a super profit system, head to SEO (search engine optimization) expert Keith Baxter’s Easy Net Marketing (EAN) Profít System at The program has only about a one- to two-hour learning curve to get all set up and going. Articles, content and more -all-in-one.
– Learn how to write with good correspondence courses like those offered by the American Writers & Artists Institute; many are described here:
So when you focus on getting your press releases out, focus on distribution, too. Try some of the tips above to íncrease success with your promotions, and keep a copy of the these tips around for handy reference!

Author:  Diana Barnum, president of at: (614) 529-9459 (EST). Grab her freebies, tips and help at: