The most important aspect of writing a good press release is distributing it to the right audience. Several companies offer services for press release distribution and will get your message out to your audience for a few hundred to a few thousand dollars. In order to distribute an effective press release, you need to have public relations people help you release it at the right time to all the right individuals.

The first step to take with a press release is to build a media list. A targeted media list needs to include reporters, producers, shows, newspapers, and other media publications that will have an interest in the press release. Contact individual media outlets and obtain the fax number, email address, and phone number of reporters or journalists that fit your ideal target. If you already have a targeted media list built, you need to verify the accuracy of the list by contacting the individual media outlets and make sure they are up to date. Several people have multiple media lists that include different genres such as local, regional, and national. A media list needs to include every individual that may have interest in your product, business, or service. A cover letter on a fax is usually not required, but some media contacts may request it.

The second step to be taken with press release distribution is to determine the media outlet that you want to use. Do you prefer to fax, mail, or email your press release? Most press releases are sent by fax, but email release is becoming more popular. The problem several members of the media have with press releases is that they are ineligible to decipher the words on the paper because it isn't legible once it is faxed. It is always important to test the fax before it is released to the media. An email press release can easily be altered by others so the best way to send email press releases is to use a .pdf file.

Since so many people go to the internet for information, posting the press release on the actual web site is a great idea. Avoid using .PDF files on the internet because readers need to download an additional program in order to read the release. The best method to take is to post it as a standard .HTML format. Microsoft Word is never recommended because readers have the ability to change the press release and it loads up slowly on several computers.

It is important to include key pieces of information on the press release. The company name and contact person need to be easily identifiable on the press release as does the title of the press release. The media distribution list should have a section that informs you what press release format the journalist prefers. Some people even contact individual members of the press to ask what format they would like to receive their press releases in and to have their email address added to the journalists email safe list. Another avenue to look at is newswires. The newswires are used by several members of the news media to receive story ideas and new information. Several companies also publish press releases on their web site, this helps journalists find up-to-date information if they are browsing the company web site for stories. Newswires are quite effective for many companies because they have the ability to reach several media outlets immediately.

 The third step everyone needs to take with press release distribution is to plan the timing of the press release. The best time to send a press release is toward the end of the week versus on Monday or Tuesday, as those tend to be busier news days. It is also sound advice to hold off on a press release if there is a major news story such as a natural disaster or major national news. Several people use the "piggyback" strategy to get their press release out in the public attention. If there is a popular topic of interest to the pubic, use this as the intro to your story. For example, if there has been a plague of robberies lately, you could use this to introduce low-priced self-defense courses if you have a karate business. Piggybacking is a wonderful way for smaller companies to share in some of the large profit of popular news stories. Often journalists will be seeking experts in different fields of study when there is a popular news story. Having a press release ready to go will help your business take advantage of popular stories.

Once the press release is approved and ready to go, it is important for the members sending the press release to be ready to answer several varying questions form the media. If the media calls on you to be an expert in your particular field, it is even more important for you to be prepared to answer these questions.

The standard rule of thumb with a press release is to avoid calling the media members and asking if they have received the press release, this usually causes them to put your "news" on the bottom of the large stack they receive. The only reason you should follow up with a media member is if you are hosting an event and you need to know if they are planning to attend. If you haven't heard back from the media within 48 hours, go ahead and send another press release. Some press releases are lost in the transmission and if you have a smaller distribution list, this could be a problem. It is never a good idea to send the same press release more than once, instead change the headline and see if it gets noticed this time.

For new companies, hiring a press release service may be the best option. Press release companies offer several features for a few hundred dollars. A basic press release distribution package with most companies includes direct press releases, financial announcements, video files, audio files, and several other business related information. The best part about hiring an outside company is that they recognize the time sensitivity to a press release. They understand that clear, effective communication must be sent at the perfect time to the perfect media contact. Since smaller companies haven't had time to build their press release distribution list, using an outside company will help them reach their target audience. The average cost to use a third party media outlet is about $400.

Businesses and individuals that cannot afford to pay a third party media distributor can create their own media list with a Rolodex or Excel file and the internet. Using an Excel file, ask yourself the following:

• Who is my target audience?
• Who is my target media? (Ex: Discuss which reporters cover stories that pertain to your business, product, or service)
• Who is the main contact with the media outlet? You need to know the names of the editors that assign the stories to journalists.
• Create an attention-grabbing headline before you release it to the public

One of the fastest-growing trends is blogging web sites. Several companies have taken advantage of blog owners that have a large following. These bloggers are perfect individuals for businesses to network with because they have the ability to influence several people with just a blog about a company, product, or service. Unfortunately for the bloggers, they tend to get a lot of press releases emailed to them. While email is a great form of communication for other things, it hasn't quite reached its potential yet. Bloggers don't like to take the press release information and copy and paste it on their blog. A blogger likes to have direct links to the press release, which is why it is so important to post the press release on your web site before you send it. Instead of emailing the entire press release to a blogger, post it on your web site and then send them an email with the subject and direct link to the press release. If the subject line catches their attention, they will blog about it.

The search engines are an excellent source for press release distribution. Using Google, Yahoo, and MSN, a company is able to not only find potential media contacts, but they have the ability to send a fax, email, or newswire feed directly to the search engine. The search engine crawlers also browse the media pages for new information that they can put on their banners or as their headline for the day. Search engines also allow users to type in keyword searches and phrases to search for media-related contacts. For example, you could type in "local media groups" and for local, use your city or state. While the search will work better for some than others, you should at least get results to the major newspapers and television stations in your area. Using search engines will slowly build your media list, but at least it is a start.