Getting your release distributed

We get a lot of requests to distribute press releases, which we do.

A lot of people walk into the idea of press releases and distribution as if their announcement is going to be Page 1 news on newspapers, the lead story on the nightly news and a viral announcement going around the world.

When this doesn’t happen, the person who bought the PR gets mad and says press releases don’t work.

PR does work. But you have to have realistic expectations. A recent customer ordered a press release about a beauty products website he has. He planned to self-distribute and send it to:

Our distribution services cover these websites. We’ll even send it to the Associated Press for you, but we will not guarantee the AP accepts it.

For the beauty aids client, Associated Press won’t touch his press release. It was all advertising and not news from the AP perspective. Ben is a veteran journalist and hundreds of articles picked up and published by the Associated Press. He knows what they want and a thinly-disguised advertisement is not it.

The other websites will accept his press release. It will be posted and a few hours later, immediately buried in the avalanche of other press releases.

If the client was willing to drop some money, place by PRBuzz and SBWire will bump the release up and add it to the distribution lists they mail out. Getting on PRBuzz’ (and other companies) media distribution list is not cheap. Is it effective? It can be if you have a really good press releases with a very broad appeal.

What is broad appeal? Pick 100 people at random on the street. Broad appeal means it will be interesting to more than 70 people. Of those 70 people, probably 20 maximum would be interested in the high-end beauty products sold by the client’s website.

But it has to be newsworthy. Is your press release really newsworthy? What makes it worth reading to someone has no idea who you are or what your company does?

Here’s an explanation of why you need to do a press release. After you read that, here’s a list of proven and successful press release topics.

If you need help, we’re here for you.

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