In the olden days of press releases, the process of getting your story covered on radio, t.v. and print (What is print?) involved a pretty simple process. All you had to do was:
- Write the press release.
- Fax the press release to one news room or specific reporter at a time.
- Follow-up by calling the reporter to make sure they receive it.
My friend, those days are over.
Today, the “new” press release of modern day involves syndicated distribution by web-based tools like PRWeb and PRNewswire. But, more and more reporters and news stations are using Twitter for their stories. Here’s what you need to do to promote your press release using Twitter:
- Write press release
- Accumulate starting list of media contacts
- Add press release to your Web site
- Fax press release to hundreds or even thousands of media contacts
- Email your press release to the same media stations
- Submit press release to national newswires and RSS feeds
- Don’t call anyone–wait for them to visit your Web site and contact you for details.
With that process in mind here are…
3 Steps to a Successful Press Release
Pick a topic that gets people thinking – You want people to eventually read about your news on a website or hear you being interviewed on radio or t.v. You know your job is done well when you hear people talking about your topic the next day at the water cooler. What about your topic would make people so interested that they would talk about it with others?
Stay focused – Don’t introduce your press release recipient to anything other than one specific topic. In fact, if it’s been a while since you’ve done a press release, maybe sending multiples (one release per week for 6 weeks) can help establish some recognition that your company is one to watch and one that the community might want to know about.
Send your press release early in the day and early in the week for best results…but test other times too.
Monday, Tuesday and Wednesday between 4am (EST) and 6am are the best times to send press releases. But, try other times of the week as well. You might find that a Sunday afternoon is the perfect time to sneak something in to the radio talk show or syndicate t.v. station.
The point is that you can use press releases just like any other form of Internet marketing, where we used to think of press releases as an “off-line” marketing tool.
Not anymore. It’s the perfect mix of using off-line and online means to get your message out.