How To Distribute A Press Release
A standard press release is a simple, one page document written in Associated Press (AP) style that announces a single, coherent message. If you go to https://apnews.com, you’ll find press releases written in this format, and you can use them as a template to write your own.
But once you have your release written what do you do with it?
How To Distribute A Press Release.
If you’re like me, you’re probably inundated with regular social media messages and emails about the latest services that will distribute your press release. Be careful! Not all distribution services are created equal! Some are legitimate while others may create the websites where they distribute your release!
To avoid wasting time and money:
1. Post on free sites.
Go to industry sites related to your practice and send them your press release. There are also websites that post press releases online at no charge. This doesn’t cost anything but time and effort.
2. Pay for distribution.
To get maximum coverage, there are services that charge anywhere from less than $100.00 up to thousands of dollars. Big corporations and credible organizations use PR Newswire or Globe Newswire. These are reputable distribution companies that have been around many years and provide numerous options. They are expensive, but you will get your news distributed to your target market in a timely and efficient manner.
If you choose a less expensive option, be sure to check that service’s guidelines. Some will cause you to change your copy at the last minute or refuse to post your press release altogether due to content. Also, check to see where they post your news. A little due diligence can go a long way and save you a lot of hassle and stress. Note: You usually get what you pay for.
3. Promote it to your list.
After posting your press release on your website, promote it to your social media channels, newsletters, videos, and
other venues. It’s also a good idea to send a specific email to your list of customers, patients, investors, and media members with a link to the release letting them know about your news. This way, you can track responses.
Now What?
If you think new clients, patients, investors, media members, and more will contact you once your press release goes out, they will. But only if you take action and have the appropriate back-end processes in place.
Your phone will not ring with opportunities if you simply post a press release online.
Instead, you need to actively send it to the appropriate people and follow up accordingly via phone and email. Also, have a specific call-to-action at the end of your release.
What do you want readers to do? Schedule an appointment? Take advantage of your current special? Register for your newsletter? Buy your book?
Set this up in advance so you can track responses specifically derived from your release.
The Success Of Your Press Release Depends On You!
A press release will only provide great value if you:
• Decide on end goals in advance;
• Create a specific call-to-action;
• Research options that fit your budget;
• Develop a targeted list of recipients; and
• Distribute it, follow-up accordingly and track results.
Press releases will promote your specific, controlled messaging across numerous mediums and boost SEO ranking, positive awareness, and credibility… but only if you complete the actions necessary for results. Take the time and effort to do this correctly, and you’ll gain a competitive edge quickly and cost-effectively!