This is the sixth and final post in our series on press releases. 

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Get Free Media Coverage with Well-Written Press Releases
Creating a Header for Your Press Release
Creating a Targeted Headline for Your Press Release
Writing the Body of Your Press Release
Polishing Your Press Release

The good news is that the intense thought process you have to go through to create a well-written press release is now done!  The bad news is that the labor-intensive part has just begun.  You will need to locate media outlets, cultivate relationships with the reporters and editors at those outlets, copy and address your press release, stamp the envelopes, make a trip to the post office, and follow up on your submissions.

All of these steps are of vital importance, especially to a new company or one that is issuing its first press release. 

Your first decision is where you want to target your press release.  In some cases, your news may only be relevant to those in your neighborhood or town.  In other cases, you might be able to gain business world-wide by telling everyone your news.  For example, if your church is holding a rummage sale, chances are pretty slim that anyone from outside a 20-mile radius will come to it.  Sending your press release to a newspaper three states away is a waste of your time and money.  On the other hand, if you have built a better mousetrap, you may need to tell people about it across the United States as well as abroad.  Knowing your target market's location will help you to target your press release most efficiently.

In addition to targeting by location, you also want to target by other demographics.  High end products should be discussed in media outlets that wealthy people read or listen to.  Necessities like milk, sugar, and butter should be discussed in media outlets that have a broader reach.  Products that appeal to cat lovers should be highlighted in places where cat products and accessories are being discussed. 

If you are seeking national, generalized coverage of your newsworthy event, you may want to use an online service, as was discussed in part one of this series. 

If your topic is of interest to a more specific market, spend just a bit of time thinking about your typical customer and how he might spend his leisure time.  That will tell you where to send your press releases.  Once you have picked out the publications or stations in which you are interested, do some research to find out the names of the editors and reporters who cover areas that complement your products and services.  For example, if you have come out with a new picture frame, you will want to send your press release to the reporter who writes articles on photography.  Or, you may want to target the home and garden editor who writes about home décor. 

Pick the one best fitting editor or reporter from each publication or station.  It is considered bad form to submit simultaneously to two people from the same media outlet at the same time.  You can send out your submission either by snail mail or by e-mail.  If you are sending a media kit that includes more information than your press release or if you are enclosing product samples, snail mail is your best bet. 

If you have only the press release to send out, you might choose to send it electronically.  Keep in mind a couple of caveats. 

(1)  Many reporters will not open an attachment due to fear of viruses and worms.  You will be much further ahead to paste the text of your press release into the body of the e-mail rather than attaching it as a Word document.

(2)  Very few reporters will even look at an e-mail that comes addressed to everybody and his brother.  And they know the trick about blind copying a thousand people, trying to make it look like you have sent just to them.  If you want to make the reporter feel that you have sought him out specifically because of his expertise and knowledge (and you do), send each press release individually to each reporter you are approaching.

After you have sent the press release, it is vital that you follow up with a phone call, particularly to the local press.  Don't ask yes-no questions like, "Did you get my press release?"  Rather, use open-ended questions that will enable the reporter to enter into a dialogue with you.  This allows the reporter to get to know you a bit, to feel your passion about your project or product, and to get further information from you to make his article stand out from any others that may be written on the subject.

You might say something like, "My company just launched the most reliable alarm clock ever made, and I've sent you a press release about our accomplishment.  Do you have a moment to talk about this with me?"  If the reporter says he is too busy - and never, ever call him close to deadline - make sure you follow up by asking when might be a better time for you to call back.

Just like you, reporters are busy people.  They want to be able to fill the space in the newspaper with items that will sell papers by informing their readers about new and exciting events.  They also want to be able to do this with the minimum time and effort possible so they can move on to the next crisis.  Remember:  your job is to make your news interesting, exciting, relevant, and effortless for the reporter to take to his editor.  Help him look like a star, and he will reward you with good press.  Make him look like an idiot, and your calls will never be answered again.

For more information about press releases or for help marketing your business, contact me at bphilley@probizassoc.com.