How to Distribute a Press Release
Stop wasting time and money on minimal results.
There are still many places where you can write a press release and have it posted as-is on various, media-venues. However, this is usually not the case in the United States.
Instead, press releases are a tool to let your target-market know about your latest news and look current. Most important, they help build buzz for your business online. After all, once your press release goes live on the Internet, it’s there forever and can appear under various search-terms… but only if it is optimized for the search engines.
With this in mind, it’s important to write an appropriate press release for a specific reason, include SEO and then post it accordingly depending on your goals…
How Do I Distribute My SEO Press Release?
1. Free Distribution for Minimal News
If your news is not that important (internal promotion, presentation-announcement, etc.) to a big audience, it’s probably wise to post it on your own site, industry Websites and free, press-release sites. This way, you get your news out there, but you are not spending money promoting something that the media will probably not cover. (For extra coverage on all of your press releases, you’ll want to use this free method.)
2. Low-cost Distribution for Media Stories
When you have a newsworthy announcement that you want to share with as many people as possible, it’s time to look at a paid distribution.
There are many services out there that will distribute your news. I recommend the various options at www.prweb.com. They are reputable and will get your news out in a cost-effective manner. You can also look at PRNewswire for their regional distributions.
3. Big News Distribution for High-Level Media Coverage
If you are launching a new business, product or service, or if you have major news to distribute (especially if you have a public company), you may want to spend more on a high-level distribution “over the wire.”
This includes using a service like PRNewswire or BusinessWire. They will officially edit your press release in AP Style and distribute it to appropriate audiences across the globe. Plus, you can add photos, videos, newsrooms, social media, and more. Now, this distribution can get expensive, but it’s the best way to let everyone know your about your important news.
Press Releases Don’t Equal Media Stories.
Now that you know about various distribution-options, there is something very important to keep in mind. Once you send out a press release, you will not necessarily be inundated with requests for interviews and media coverage… unless you have incredible, unique news to share or you are a large, well-known company.
Most of your news coverage comes from calling specific media-members with a targeted story.
If you want media coverage, write your SEO press release, and pitch targeted media-members via phone or e-mail with a unique story-angle. This way, you will get your news online and possibly get a reporter to write about your business.
Yes, this is a lot of work. And although many companies will claim that they can easily and automatically distribute your news across the globe, be careful! You don’t want your news just spattered across the Web without any meaning behind it… or use a non-reputable service that will cause more harm than good.
Successful publicity comes from creating unique story-angles for specific individuals. Take the time to provide valuable information to the right people, and you’ll boost online buzz and gain third-party credibility you simply can’t buy!
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