Press Releases

Hiya Writers!

Is there a thread I've missed on where to submit press releases? I've got a client who wants me to create some, and was wondering if anyone knew of a good service that newspapers and other publications traditionally pull from. When I GOOGLED, there seem to be many paid services out there, but I'm unsure which are reputable. PRWEB said it was a free service, but once you put up your PR, they send you email asking for money to give it the best distribution. I'm going in blind and need some help! I don't mind paying, but don't want to get "taken." Does anyone here have any good experience to share or a reference I can turn to?

Thanks!

[email protected]

Part of doing PR is developing lists of specific target media outlets that suit different clients and their products. The targets will be appropriate because they have a local tie-in, are specific to the client's product (e.g. a home improvement magazine for a new home improvement gizmo), target a particular age group (modern maturity, the seniors insert of large newspapers). Then you have to get the press release to the right person at the organization. Big newspapers get literally dozens and dozens of press releases daily. Often then, the PR person does a follow-up call to the person that received the press release. It takes a lot of time to develop these lists and do the follow-up which is one reason why PR people charge a lot - it isn't just the writing the client is paying for.

You can get lists of local newspapers off the Web. There are also directories that large libraries have that give you the newspaper address and editor info and the circulation.

You can brainstorm about other outlets that might have a connection to the client and look for them on the Web, too.

You might also consider sending the release to your local Associated Press office. That office will evaluate your story for relevance (local, regional, statewide, national, world) and disseminate it to all of its subscribing news outlets within the relevant area. There is no charge for this service - you're making their job easier.

You can locate your local AP office here:

[link=http://www.ap.org/pages/contact/contact_pr.html newwindow]

You could also send it to other newswires, such as Reuters, College Press Service or Canadian Press, but many pubs subscribe to more than one, and they'll just end up getting the same story from multiple newswires.

It's been my experience that exclusively relying on newswires leaves too much to chance, so I'd also echo Tish's sentiments about making editorial contacts in your local media and submit your release directly to those contacts. Besides, once you make a few friends in the editorial department, you'll find future releases are accepted a bit more warmly.

Lorne

Thanks, Tish and Lorne, for your great advice. I'll definitely work to garner more editorial contacts, and check out the Ap service. More of my clients are wanting PRs done, and each has a different market. There's no one-size-fits-all category, but that's what makes life interesting, no?

PR Web experience and knowledge

I read the one about that Zee wrote and was happy to see that what she said was accurate.

The other two before were accurrate as well. Zee said 'accompanied by personalized follow-up contacts.' That would be about a half-dozen contacts to make sure that your PR was read and given consideration.

If you read about PR and how to do it everyone says to follow up on PR releases. Through the follow up I'm sure that you will 'garner' those precious contacts.

But like I said a half-dozen contacts after the submission should allow you to get known by the people who decide on what to with your PR releases.

Writing is writing......

It all pays the bills.

Press Release writing can be highly creative if you're launching a new product or promoting a fun event. Have you ever looked at some of the great press kits the media people receive? I used to work in tv and we got some fantastic kits...some tied to a gimmick like a gallon of ice cream for the newsroom announcing the opening of a new ice cream store location. Think outside the box.

As to "correct style" use the inverted pyramid. Answer all the logical questions in it. MAKE SURE YOU HAVE CORRECT CONTACT INFORMATION FOR 24/7. Unless your client is a bank or legal office, you can loosen it up. For special events clients I use a "Media Advisory" style rather than a News Release. Sometimes I just use the phone if it's breaking news. Sometimes for the smaller community papers I actually "write" a newspaper story they can just drop into their story count.

PR writing is just one component of what I offer. Distribution is fairly easy to manage, after all you read the newspapers, local magazines already don't you?

Don't limit yourself. Try it! By the way, once you've received the project, done the work, and RECEIVED THE CHECK, you may not want to be " just a writer like in one of the posts". I'm a writer too. It can be a long time between submissions of book ideas, article proposals etc. Copywriting, in fact all writing, exercises the creative sides in us.I turn on the computer everyday and write something. Today my project list includes a website copy for a client, a brochure for a local bank, and maybe an article query for our state travel magazine... Afterall, isn't that why we do this? Oh and to pay for my two daughter's college bills.......

My two cents....

Peg