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On LinkedIn over the weekend an interesting question with even more interesting answers. The question: “What is the best method to distribute a press release?
Excerpts from some of the answers:
From a PR professional: ” The best method for distributing press releases would be through snail mail with the option to “opt- out” of it. ”
From a “content maven”: ” I’ve had the most success by contacting relevant online magazines and sites and proposing two or three article ideas.”
From an Internet marketing expert: “I can e-mail to about 500 reporters if the release is within what they are looking for and I often do that selectively and then distribute via PRWeb or PRLeap. If a client is publicly traded I usually use BusinessWire. ”
A marketing strategist: “…the best way to distribute a press release is PERSONALLY.”
Not one of the answers included any discussion on who the target audience is, how do they get information, what is the message, what are your objectives in doing th release in the first place?
If you don’t ask questions first how can you advise someone on the right approach to take? The Internet opens up a whole new wardrobe of possibilities. For some it might be just over the Internet, for others you might need online and offline. The biggest question to ask first - is your message newsworthy? Too many times I see “news releases” with not a whole lot to say just trying to get their name in my face. I don’t have statistics but my guess is that you cause more bad will than you create. It is not that difficult to find something of note. If it is then you need to work harder.
One option not used often enough is the whole notion of optimized press releases you can find a very good explanation of them here.
I have seen tremendous success with these OPR’s. I suggest you do your homework; find the right keywords for the content of the release, learn how to embed back links into the release and pay to have them accepted to 15 - 20 release points. Do you have any stories about using online releases you would like to share ?
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