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Where to Submit a Press Release So It Gets Read

Updated on December 24, 2017
heidithorne profile image

Heidi Thorne is an author and business speaker with over 25 years of experience in sales, marketing, advertising, and public relations.

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Sure, writing a press release is a great way to help promote your business. Now that you've got it written, what do you do with it?

What we'll talk about in this article is where to submit a press release so that this amazing low cost (even free!) marketing and public relations tool can start working for you and your business.

Editors Don't Want Your Press Release

You may find this surprising, but the first thing you DON'T need to do is send it (whether by email or snail mail) to a bunch of newspaper, magazine, blog, television or radio editors. Unless you're really famous and the media is following your every move, your press release will find the recycle bin (either real or electronic) before these editors notice you.

Editors are bombarded with hundreds, sometimes thousands, of press releases every week. As a former trade newspaper editor, I speak from experience! You need to have developed relationships with editors and media contacts so that you become a valuable go-to news source for them. (Something you should be working on regularly.) That way, when they see something coming from you, they know it's something worth opening... and publishing. Even if you do have friends in the media, if your news doesn't fit into their editorial calendars, it will be ignored.

Sending to Press Release Services Isn't Always the Alternative

Okay, so the real media isn't interested in your news right now. So you think that publishing it on the free (or even paid) press release service sites might be the answer. It might work, but it's not going to magically put your press release at the top of anyone's heap. For these to work best, your release needs to be properly optimized for search engines. As well, editors get tons of notices from PR services and, again, you're swimming in a sea of other irrelevant content competing for editors' attention.

What you need to do is reduce your distribution to the "media" you control. So here's where to submit a press release instead...

What Way to Submit a Press Release Works for You?

See results

Post on the Media YOU Control

Did you ever consider yourself to be a member of the media? Probably not. But with the tools we have available to us today, you are. Let's look at the tools you could use to get your news out there:

  • Social Media. If you have a significant following on the social media networks such as Twitter, Facebook, LinkedIn and Google Plus, your post (or tweet) feed is your own news show. In my experience, Twitter has been the best for getting news items noticed and shared, expanding the reach of my press release. But the network that works for your business may be different. Choose the one where you have engaged followers in one of your target audiences. Just make sure that you post links to the full text of your release posted somewhere online.
  • Blog. If you have a blog (and I recommend it for most businesses), you need to add your press release as a post. If your blog is separate from your official company website, include a link to your news on your regular site.
  • Email to Customers. What's the purpose of writing a press release? For it to get read by people who are likely to buy from you. Your existing customers are, of course, prime targets. So email your release to them! They'll get your news and also begin to think of you as a news generator. Plus, they might also share with others inside and outside their company.
  • Snail Mail to Customers. With the majority of our communications being electronic these days, physical mail can get even more attention than it has in the past. Send your press release to customers through the regular mail, marking the envelope as "News from (your company name)."
  • Distribute at Trade Shows. People attend trade shows to get information on the latest and greatest products and services. So having your press release available in your booth is a natural fit.

Even if you are using media channels that you control, marketing with press releases takes time (maybe even years) and is a continuing effort. Over time and with sustained effort, you may also find (like I did), that various media outlets, some you may not be aware of yet, start calling you. So the best advice is to get started and stay in the game!

Disclaimer: The author/publisher has used best efforts in preparation of this article. No representations or warranties for its contents, either expressed or implied, are offered or allowed and all parties disclaim any implied warranties of merchantability or fitness for your particular purpose. The advice, strategies and recommendations presented herein may not be suitable for you, your situation or business. Consult with a professional adviser where and when appropriate. The author/publisher shall not be liable for any loss of profit or any other damages, including but not limited to special, incidental, consequential, or other damages. So by reading and using this information, you accept this risk.

© 2013 Heidi Thorne

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  • heidithorne profile image
    Author

    Heidi Thorne 5 years ago from Chicago Area

    Thanks, MarleneB, for commenting! Glad you found it helpful. Today we have so many wonderful tools that allow us to take more control of our public relations presence both online and off. This is a very exciting time to be in business!

  • MarleneB profile image

    Marlene Bertrand 5 years ago from USA

    Valuable advice. I like what you said about thinking of ourselves as marketers. It hadn't occurred to me that using social media, blogs, and the like are valuable media sources for "getting the word out".

  • heidithorne profile image
    Author

    Heidi Thorne 5 years ago from Chicago Area

    Bill, I totally get that! Those services are beyond the budget of most small business marketers. And I'd rather see those smaller organizations have a sustained presence on social media or through email marketing. It will be to their advantage in the long run.

  • billybuc profile image

    Bill Holland 5 years ago from Olympia, WA

    Good information. There are also online sites that will distribute your press release to all the servers for a price, but it can be a steep price. I only know this because I write press releases for a marketing firm that then distributes them online.

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