10.3 When should you distribute Press Releases?

Press Releases should be distributed every time something newsworthy happens with your website or products. The key here is newsworthy. A press release may easily be considered spam if the reader feels that the content of the press release is not interesting.

Given below is a list of events when a Press Release can be distributed:

• The launch of your website
• When you add new services & products:
• When you arrange events like public speaking engagements, open houses, seminars, fairs and so on.
• If your company creates new partnerships
• When you run contests on your website
• If you are arranging fundraisers & donations
• If your company or product gets a major award or accomplishment.

Press Releases can be an effective tool for marketing your products. As discussed, you can hire professionals to create a valuable press release for your company. However, this would add to your costs but nevertheless, it definitely is worth it.

In the next chapter, we will discuss a very interesting form of marketing known as Viral Marketing. Viral Marketing is probably one of the cheapest forms of marketing, yet extremely effective.

10.2 Press Release Distribution

Press Releases should be distributed to various publications. Smaller companies should start local and small. Here are some distribution tips:

• Local and/or small media are most likely to be interested in your story and it's the perfect way to hone your release writing skills. Try local newspapers, trade journals, industry specific magazines, websites, radio shows, and television shows. Don't send your release to just anyone, or you could be accused of spamming.

• Always remember to get specific contact information for your press release. A release address to a particular person will receive a lot more attention than a general release sent to the media outlet.

• Familiarize yourself with the editor or reporter's work. Find out the method she prefers to receive press releases. Don't automatically send them by email...some will prefer mail or fax. Find out their deadlines.

• If you are sending your release by email, never send an attachment. Copy and paste your release into the body of the email. Never send a bulk email. Address emails individually

• For your local media, check the publication or their website for information on how to submit a release. Do a search on popular search engines for websites in your industry that might just be interested in running your story. MediaPost (www.mediapost.com), which is an extensive directory for US media, may be a good place to submit press releases.

• Submit your site to a few online newswires and news websites. There are a number of sites that require payment. However, there are a few good free websites as well. Some of these are www.prweb.com, www.free-press-release.com, www.usanews.net and so on.

• If your budget permits, you may contact a good Press Release Agency. Such agencies distribute your press release to various industry specific websites and publications for a fee. However, care should be taken while selecting a PR agency. Some of these may just spam instead of targeting various sources.