You can have the best press (or media) release in the world, but unless it is sent to the right person there is every chance it will not be dealt with (or not dealt with in the way you want it to be).
You have a newsworthy story that you want to release to the world in the form of a press release. It is well written and you are expecting it to bring you and your company free exposure. It is formatted correctly and it really says what you want it to say.
So then if you've done all of these things there is a good chance of your press release being acted upon - right? NO. Well, not yet anyway.
It's all about making sure you contact the right person
There are many ways to do this:
- Buy a media guide - Find publications that contain information about who to contact in the press.
- Get someone to do it for you - You can subscribe to a media contact service or use online press release agencies.
Both are perfectly valid options to making sure your press release reaches the right person, but surely the best thing about PR is that it's free. Therefore to make sure it remains free ...
- Do it yourself - When it comes to PR and your business, it's cheaper, not as hard as you think and better in the long run to do it yourself. It also gives you an amazing sense of achievement!
So then, let us start with the basics.
How exactly can you do it yourself?
You can use the internet to find publications or types of media you want to target (these could be magazines, local papers, television channels, websites and many more).
Many of the media will have websites of their own containing useful information about who works there and who you need to contact. This could be list of journalists, editors or support staff.
Basically, find out their contact information and contact them. Email or post your press release and make a phone call to make sure they have it.
You have to be persistent, but once you've made contact and established that they are the right person, you can keep in touch with them.
What is vital when it comes to PR and business in general, is that we prefer to deal with people we like. If you make a good first impression with the media, getting future PR published will be so much easier. Your contact may actually come to you for stories. Remember, the media need you more than you need them. No stories equals no sales.
Top 7 tips to contacting the right person
- Make it personal - Get your key contact's name and use it.
- Be persistent - Phone them, email them, fax them and send them post. Keep doing this until you get a definite NO. What might not be newsworthy today, could be just what they are looking for tomorrow.
- What is in it for them? - People who work in the media don't have time to waste, so when you are speaking to them get to the point and tell them the benefits of dealing with you.
- Ask questions - If they aren't interested, ask them if they know who will be. Journalists and people in the media have many contacts and one of them could be just the person to help you (and you to help them).
- It's a numbers game at the beginning - Dont just send your press release to one person at a publication. Until you've established your main contact, send it to anyone who might be interested; such as editors, journalists, deputy editors, etc.
- Stay in touch - When you've established a good contact, stay in touch and become their expert in your field. That way when they need something for your industry they will come to you. Email them a birthday or Christmas message. You would be amazed how the little things make the most difference.
- Be remembered - The media love people with passion, with something to say, people who are controversial, who are tenacious and who have opinions. Don't be boring, as you will be instantly forgettable. Be remembered and be published.
Make contacts with the right people in the media and PR can become your best means of marketing. Remember, an article published by the media will generally produce much better results than an advertisement in the same publication. PR acts as a third party endorsement. It is the media almost recommending or endorsing your services or products.