The PR Release Is Done - Now What?
Now that the press release is ready to go - it's time to let it do its work, but first you need to do your work. Do you know the right contact to send the release to? Are you sending it to the right address, fax, or e-mail? Are you sending it to the right editor or producer? Do you know whether that particular media contact prefers to receive snail mail, faxes or e-mail? If you are sending a business-oriented press release to a magazine, you don't want to send it to the beauty editor. So, take the time to do your homework. Study the masthead, which is located in the front of every magazine and lists who the various editors are and what sections they edit. Or better yet, call the magazine and ask who you should address the release to. There are companies that sell media information, but often it's worth taking some time and making phone calls. Editors and segment producers are constantly changing; it's a business in constant flux. Media lists can be very helpful, but keep in mind you still need to make the calls, chances are that many of the names and numbers on your lists are out of date, before you even receive them.
You don't have to approach all of the media at once. Come up with a select list that you want to approach, a list of your initial target media. You may want to start off approaching no more than ten or fifteen media outlets. If you are faxing, check to make sure you have the correct numbers. If you are mailing, confirm the address same with e-mailing. Also, invest a few dollars in stationery. After all that work, you want it to look as good as it reads, as it goes out the door.
Some media contacts prefer to receive short concise e-mail pitches. Others simply delete e-mails from unknown senders as they arrive. It pays to call and find out before e-mailing a particular contact. When e-mailing make sure that you never send an attachment. Add your information to the body of your e-mail. Too may media contacts have received viruses by opening attachments sent from unknown sources. If the media contact requests an attachment, by all means send it, otherwise, don't even consider it.
Copyright © Anthony Mora 2008
The PR Release Is Done Now What - To learn more about this author, visit Anthony Mora's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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