Unless you're a professional communicator (like me), don't write a news release yourself. A seasoned pro — especially one who has worked on both sides of the desk, i.e., is trained in journalism, knows how to write a release that gets an editor's or writer's attention. And don't rely on a distribution service. That's the lazy, shot-gun approach. Build a targeted media list, then contact those writers/editors directly. Build relationships. It's not about getting publicity once. It's about having an interesting story to tell, on an ongoing basis. And don't send a news release about everything. You may think everything your company does is newsworthy and should get reported on, but the reality is, an editor will decide what's worth doing a story about. In a sentence, have a good story to tell, and you'll increase your chances of getting coverage.
Luke, always start with a good Press Release. Without getting into too much detail a good press release vs. a bad, all comes down to content and message. Is the press release a marketing piece or a "story" that can be reported. You need to find the "heart string" you can pull. For example, If it is a new company, tell the story of hiring workers and taking over an empty building not how you are now open and offering great deals.
The most important thing I have found is that going into the office brings the most success. Make a list of the stations or paper outlets you want to visit and spend a day or two going to everyone. In the age of digital communication, no one is stopping into these places anymore. You use to be one more person dropping off press releases, now your one more email. Stand out and pitch yourself in person.
Good luck and I hope you much success.
If you put a communications firm on retainer and one of the services that you get is pinpointed markets for press releases than yes you can reach a targeted market. I would be happy to do that for you.
Truth Communications Agency
In my jobs, I've always written press releases myself and sent them out via email. It's very easy (releases shouldn't be long most of the time) and, the best part is, it's free! You can create lists in your email of specific groups (local news, national news, specific media members, etc.), which allows you to make sure that your release is sent out to all the right people.
Some of the local agencies will provide a press release distribution service for a fee. Another option would be through your advertising agency since they do have some pull due to the media buying.
Morning Luke! for your local area PR, the best way is to check out the relevant publications in your local magazine shop, and contact the editors personally. Check out the website for the local newspapers and see who your press release should be addressed to, and pitch your story personally and directly. Online services like PRWeb are great when you need much wider coverage - but you know your local media best, so spend a little time finding out who you should be talking to rather than spending money on an e-blasting service.
Hope this helps
You can always, as in mentioned in notes here, fax, email, mail or otherwise submit to your local media. The only thing you control about that is what you send and who you send it to. You have no control over whether anyone will read it or do anything with it at all. Some of us in the thread here do work with media outlets. I do and I know some of the people here and they do too. Those of us that do this can get what we submit into the media we connect with. We do not control what they do with it but we can get it on their sites.
PRWeb is a news source. It does matter that what is out there is well written. There are others that some of us use like Newswire and Small Business Trendsetters. The reality is in order for anything to hope to work there needs to be an ongoing commitment. That applies to advertising, press releases, articles or anything., Advertising will get you seen but a one time ad unless you have a Superbowl ad does not work. The media is looking for what sells newspapers, TV news and them. They look for what helps them. If what you have interests them because they gain from it then that is great but the odds are against it.
Here is a video by Barbara Corcoran Billionaire real estate and Shark Tank Shark Investor. I like this video and find it helps understand this..
Sorry, but you get what you pay for. Free press release services are notoriously bad at getting your articles out, even worse at getting them noticed once they are out. Geo-localizing is only slightly effective in most cases. Your released article are distributed by RSS feed, and most don't carry any real SEO optimization.
I prefer Newswire as my service of choice. It provides serious SEO power and (almost) instant rankings, carries geo-location and other optimization enhancements; I can rank a press release for the image caption... It is a private system used by our journalists, but it wields a lot of power.
Key wording here is local media. There is not doubt using PRWeb and other more vertical market vehicles to hit your mark for national or targeted reach will get you to contacts you do not know but want to hit. Locally, however, is your neighborhood and as such should always be current and in many cases contacts you know personally and professionally. You need to have solid relations with these contacts and connect with them via methods you have agreed to with them. Locally, the best contacts are those that you can also call or text to alert them to what is on the way. Or, better yet, you may want to pitch the idea or angle to them as you prepare your release.
Search Twitter with keywords for your location target. Use well-chosen hashtags to tweet a headline and link to the release. That's a beginning.