Here’s a tip from the other side of the editor’s desk.
When you send your press release to your targeted media contacts, remember to focus on the editor’s needs as well as your hopes.
Just as every small business has an edge – something new or different that sets it apart from the competition – so does every publication.
So when you create your distribution list, don’t just decide which publications you want to be seen in. Choose those that will see the benefit to them in running your content.
If you have time to tailor the release for each publication, so much the better, but you can also facilitate this process by going to each publication’s website to study the official profile.
Look for the About or Profile section on each site. If these don’t get you enough information, look for the section created for advertisers. The publication’s agenda and demographic will often be described here as a way to help advertisers decide whether to invest their dollars.
Then, when you email your news release, express clearly in a short email message why you think your content is ideally suited to this publication.
Few PR agencies do this well, it doesn’t take long, and it could just save you from the email trash.
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