Why mot important pr distribution services
The most important thing to remember about pr distribution services is that it is one tool in a successful Public Relations campaign. Some believe the words "Public Relations" and "Press Release" are one and the same in meaning; others realize that a press release is a very useful tool in the overall public relations arsenal.
with experience in a variety of industries, one of the things I enjoy the most is writing Global newswire. A press release should convey, in a concise manner, a message that is accessible to a wide variety of audiences. The press release in its best form can be read by a reporter or editor who then wants to write or broadcast about the subject to their audience, which then becomes your audience when it is published.
As an example, consider a press release I recently created for a software company. The software package they had created had a very specific purpose, and therefore a "niche" audience. In order to best convey their message, and create a press release that would build awareness of their product, I interviewed the company's principles extensively, and also researched the media that served their intended audience. I then wrote a press release that targeted that audience through very specific media outlets.
Here's a "checklist" that comes from my experiences - again, I've been writing press releases on an almost daily basis since I was a sophomore in college, so I believe I have it down to a science. But I am also actively researching new ideas, and new approaches, as the press release continues to evolve in use and purpose.
Why would the media be interested in this story? If it's not of interest, it probably should be released. There are organizations that send out press releases about everything and the media no longer takes them seriously.
Research your subject - know everything you can learn about the product, the company, the spokesperson (or the person you may be quoting in the press release).
Research your audience - know which media outlets would be best for you to "pitch" to most effectively. Don't write a press release about a sports event and send it to a Business writer!
Write, edit, revise - Put the ideas on paper (or on screen). Write a draft that expresses what you have learned about your subject; don't worry about spelling or grammar at first. Be certain you have the message correct - don't be afraid to ask your client or your subject follow-up questions. Edit for spelling and grammar, and share with your client or subject for additional input. Revise your draft accordingly, use your computer's spell check program (it is your friend), keep a dictionary and a thesaurus near you at your desk, and be certain you understand fully what you are writing about - you may get a call from a reporter with a question based on what you wrote, and you don't want to get caught unprepared.
In this phase of the writing, double-space your copy. It gives you greater room for editing (and writing in the margins).
Err on the side of being brief rather than verbose. The media are usually very busy, and they have a short attention span. Write a good headline, and a great first paragraph (or lead).
Your headline should be concise and compelling - remember, people scan quickly.
To find out what style is most acceptable to the media, consult a "Style Book." I have used the "Associated Press Style Manual" since 1981; it's available in most book stores. I also recommend "The Wall Street Journal Guide to Business Style and Usage."
Always include a contact person's name, e-mail address, telephone and/or cell phone number at either the top or the bottom of the press release.
Use virtual event press release service. Choose the distribution circuits most appropriate for your news. Business Wire (my personal preference) and Business Wire Press Release are the two main distribution services for press releases. Visit their web sites, see what is being sent out over their wire services, and understand where your press release might fit. They are very reasonable price wise (for example, Business Wire charges for the first 400 words a flat rate based upon your selected distribution circuit, and then a rate for every 100 words over and above 400 words). You will be able to select distribution circuits - by geographic location, by industry or sector, and by specific trade groups or industry groups (i.e. Philadelphia - Health Wire - Advertising, Marketing, Professional Services, Consulting, Senior Citizens, and Software trades). With both, you will get optimal search engine placement, as well as free inclusion of your company logo and links to all appropriate web sites (i.e. corporate web page). Additional fees are involved for inclusion of photos and charts, but in many cases, it is worth the expense.
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