Twenty Ways to Get the Most Out of Your Press Releases


he press release has had a rough time of it lately. Call it the Rodney Dangerfield of marketing communications – press releases “don’t get no respect.”

That’s too bad, because even in this digital world the news release remains the building block of many effective communications programs. Done right, a news release can get your business noticed on the Internet, as well as alert news editors, news directors, bloggers, etc., of the important things taking place in your business.

The mistake many businesses make, however, is to limit distribution to the obvious recipients – the press.

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So here are twenty ways that you can use your release to communicate with your customers and prospects. –

1. Distribute your release to the appropriate news media. This sounds obvious but most companies either blast their release to every email address they can find, which simply annoys editors who have no interest in your industry, company, etc., or they develop a custom list and fail to look creatively at less obvious media.

2. Publish the release on your business web site. If the release is keyword rich, the search engines are more likely to index your story.

3. Send a copy of your release to your prospects. Even if the subject matter is not directly related to their interest in your business, most will appreciate being informed about your company. A personal note attached to the release can make this even more effective.

4. Distribute the release to your employees. Many businesses forget to do this, or only make copies available to employees who have an obvious need to know the contents. Keeping everyone in the company informed is a good practice. An intranet or company email is a suitable news delivery system.

5. Use Twitter to promote a link back to the release on your web site. Consider relevant hashtags that might increase the audience size and possible retweets.

6. Email the release to your in-house email list. This might include prospects, newsletter recipients, and others that you email to regularly. You don’t need to email the entire release – a link back to the web page with your release will work fine.

7. Include the release in your press kits. This might seem obvious but many press kits become stale after a while. Including copies of two or three of your most recent releases can help keep the kit up-to-date.

8. Use the press release as an auto-responder. Chances are you are getting inquiries about your business and services on a regular basis. If you are already using an auto-responder to let contacts know that you have received their email, why not include a link to your press release?

9. Use company bulletin boards to display the release. This can be in an area for employees or even a customer waiting area.

10. Use your company blog to publish the release. Adding appropriate tags can increase the chances of other bloggers and members of the press picking up your story.

11. Use online press release services to expand your news reach. If you are using a custom list of local or trade news outlets, it makes sense to consider national and international Internet press release services. Many of them are free and offer another opportunity to have your company name and news appear online.


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