2019 Press Release Distribution Best Practices
Distribution channels, technology, and tactics change over time, so should your press release skills. With that being said, it is time to update your press release habits. Why? Because 2018 was so last year —literally. Wake up! It’s 2019. It’s time for what’s “new” or “in”. Don’t keep doing the same old thing, discover how you can make your press release better.
Here are some of the best practices to keep in mind:
Hand Pick Your Journalists
Don’t send your press release to everyone under the sun and hope that it gets picked up. It’s not quantity over quality. Instead, handpick a select few to send your press release to. They should be journalists who cover your industry and your type of news. And ideally, they should be people that you’ve established some type of relationship with on social media or in person.
Build Relationships with The Media
One of the best ways to get your story picked up is by building relationships with media representatives. Create a strategy, do your release and follow through from time it time. Put your effort in communicating with the press on social media by sharing their stories and showing them you care. When you have a story idea, you can pitch it to them with some personalization and familiarity.
Leverage a Distribution Service
Aside from distributing your release to journalists, make sure to share your press release with major outlets via distribution service.
IAgain, this is the second step in the process. Submit your idea to your media reps, wait for their responses and/or follow up with them to find out if they’re interested. Then leverage the distribution services with your release.
Offer Something More
If you are sending something to bloggers, media reps, journalists, hosts, etc., offer them a free sample, demo, or consultation. Showing them how your product or business works first hand is a great opportunity for you to build a one-on-one connection and answer any questions they have.
Let them know the value there is in your business and why they should stay connected. Creating and working on media relationships allows them to trust you and the content you can provide them.
Instead of focusing on the major national news outlets, consider focusing on your local media reps and journalists.
Stick with your roots, and then grow. Your audience may be more local, and if the story gains traction, it may be picked up by the major outlets later.
Whether a journalist covers your story or not, be gracious. If they don’t, thank them for their time, and if you have a relationship with them, ask them what they would be interested in covering. If they do cover your story, thank them and help them promote it.
Finally, create a distribution plan and strategy for each press release and story idea that you have. If you have an ongoing plan, keep at it. Once you are “in”, media coverage becomes easier. Stick with what you know and continue to develop with what works.