| A well-executed public relations campaign with an | | | | Step 3: Target the most appropriate contact. It's crucial |
| effective press release is the key to gaining free | | | | to get your press release not only to the right media, |
| exposure for your business. Follow these five steps to | | | | but to the most appropriate person. For example, if |
| enhance your PR efforts, and you can be on your | | | | your release is about a new software product being |
| way to generating valuable publicity. | | | | released by your business, you should send it to a |
| Step 1: Write an effective press release. If properly | | | | writer in the business section/department. Or for even |
| written, a press release can capture the media's | | | | better targeting, you could contact a reporter assigned |
| attention and result in news coverage for your | | | | to the technology beat. If you're not sure which writer |
| business. A good press release combines all the right | | | | editor/department should receive your release, just call |
| elements: an interesting headline, a strong and | | | | and ask. Or send it to multiple contacts to increase |
| newsworthy angle, pertinent supporting information and | | | | your chance for success. |
| contact details. Avoid hype, blatant sales pitches and | | | | Step 4: Follow up several times. Follow up is perhaps |
| self-serving content because this can irritate the media | | | | one of the most important tactics for effective PR. |
| and get your release sent to the trash. A press | | | | Each day, media outlets receive numerous press |
| release isn't meant to be an advertisement, so try to | | | | releases. By following up, you can ensure that your |
| keep it factual, objective and clean. And be sure to | | | | release has been received and gets a closer look so it |
| use impeccable grammar, punctuation and spelling. | | | | stands out from the rest. All it takes is a quick phone |
| Avoid typos because an error-free release tends to | | | | call or email to check on your release and subtly pitch |
| create a better impression more credibility. Also, keep | | | | it to your contact. |
| in mind that your target audience is reporters whom | | | | Step 5: Resubmit if necessary. If your release gets lost |
| you must convince that your news item will be | | | | in the "shuffle" or doesn't generate a response, |
| interesting and relevant to their readers/viewers | | | | resubmit it. Simply resend a copy of the original release |
| listeners. | | | | to the same media contact. Then follow up to see if |
| Step 2: Distribute it to the right media outlet. Writing a | | | | your release has been received. And don't forget to |
| great press release is one thing, but getting it to the | | | | "soft pitch" your news item. If these efforts fail, be |
| right media is another. Consider whether your news is | | | | persistent and repeat the process. Remember, it's the |
| more suitable for print or broadcast and then target | | | | squeaky door that gets the oil. Now that you've |
| the appropriate media. Generally, your local newspaper | | | | been introduced to these five steps, try them and see |
| or radio/TV station is the best place to start because | | | | what happens. You'll be pleasantly surprised at just |
| of the local connection. If your press release has broad | | | | how easy it is to implement a successful publicity |
| appeal, send it to regional, national and even | | | | campaign. |
| international media outlets. | | | | |