If you’ve been following my work on publicity and public relations for businesses, it shouldn’t be any secret to you that a well written press release can be one of the best ways to get free publicity for your company.
A single news story about your business can yield better results in terms of driving sales and raising your profile than nearly any paid advertising campaign.
However, if you want to make the most of your press releases, you need to make sure that they’re going where they’ll do you the most good.
It may be tempting to send your releases to each and every media outlet and every editor and reporter you can find – but this is actually not the best move. If you have all the time in the world, feel free to do this; but it’s hard to imagine that your time couldn’t be used better elsewhere. For the most part, this is a waste of time and energy; think of it this way: would you choose a shotgun or a sniper rifle for target shooting?
What you need to do is to put your efforts into sending your releases out to those places where they’re going to do the most good for your business. Researching the media outlets which are the most likely to be interested in your story is where you have to begin. Familiarize yourself with local and national media which cover the type of stories you’re trying to pitch; as you do so, keep an eye on which reporters or editors are responsible for these topics.
If you’re not sure which reporters or editors you want to speak to when you’ve got a story to pitch, it’s actually a lot simpler than you may think to find out exactly who it is that you want to speak with. You can talk to just about anyone at these organizations and ask them to refer you to the right person to talk to about your story – it’s often really as simple as that!
The key here is to make sure that the newspaper, magazine, radio or television network or even website that you’re trying to get interested in your story actually covers the industry you’re in. For example, if your business is a manufacturer of equipment for the aerospace industry, Cat Fancy is probably not the right magazine to pitch your story to.
When you know which people in the media to get your story to, you save a great deal of time and trouble compared to the “shotgun” approach to sending out press releases. A press release in the right hands can mean more free publicity for your business than you’ve ever imagined – which is why you don’t want to waste your time and energy sending out your release to anyone and everyone. Make a habit of watching the media to see if stories which are relevant to your business or your industry appear – anywhere that you see these stories is likely to be an excellent candidate for your pitch.