A well-written press release is just a piece of paper.
It doesn't work its magic until it finds its way into the hands of targeted media contacts. But that isn't as simple as it sounds. In fact, distributing a press release is usually the hardest part of the entire process.
Press release distribution services like PRNewswire, PRWeb, BusinessWire and PitchEngine can eliminate some of the pain that is associated with sending out press releases.
Here's what you can expect when you sign on with a service – and a few tips if you prefer to distribute press releases yourself.
Using a Press Release Distribution Service
- Create an account. After you've decided on a press release distribution service, you will be required to sign up for an account. Press release distribution services are for-profit enterprises, so you'll need to have a credit card handy when you create your account.
- Choose a distribution range. Press release distribution services let you customize who will receive your press release according to geographic region and other factors. Not surprisingly, wider distributions are more expensive. It's in your best interest to narrow your focus as much as possible.
- Select other distribution options. Your press release distribution service will also ask you to choose when you want them to distribute your press release. Timing can be critical, so make sure you select the most appropriate date and time of day for your press release to hit the streets.
- Check for errors. Always double-check your press release for typos and other errors. Press release distribution services aren't responsible for its content and once your press release is distributed there's no turning back.
Alternatives to Using Press Release Distribution Services
If a press release distribution service isn't right for you, there are other ways to maximize the impact of your distribution efforts.
Start by contacting local and regional newspapers for the names of staff reporters who will be most interested in your story. From there you can expand your search to online news sites and trade journals that regularly feature stories about your industry or news category.