Cherry Communications/Be Heard Solutions
Youve written a great press release and its ready to go.
But the bigger question remains: who do I send it to?
Before you begin sending the release to anyone and everyone, take heed. By not targeting the release to the right person at the right media outlet, your release will simply go into the trash and youll never gain the respect of any reporter.
So look long and hard at your perfect release. Who would be truly interested in it? Lets face it, Oprah probably doesnt care you have developed additions to your product line.
So look for publications and media that match your target market, not where youd like to appear.
Where to find media listings?
Once you determine who you want to send the release to generally, you need to get all the information on the media. You can use the following to find who your looking for:
1. Surf the Net. Several databases are available for a fee. But you may find they are out of your budget. In addition, there are several free listings of media on the Internet. These are great for a start, but often leave out important contact information and may never be updated.
2. Use the library. Most libraries have resource directories that list local and national media. Take a few hours and write down all the information you need. Youll need to remember, however, that since these directories are in print, many of the listings may be out of date.
3. Use what you already have. A savvy person is already monitoring whats going on in their target markets media, often to subscribing to publications and using RSS feeds & news alerts on the Internet. (Check out Googles News Alerts to create your own). Every time you find a story that is related to your topic, write down the name of the reporter and contact information.
Dont forget you need to verify the information. Editors and the like often change roles or switch companies, so regardless how recent you feel the information is that you have, you need to call to verify it. Gatekeepers (the receptionists) can often be protective with contact names and employee information and very seldom just give this information away. Asking them to verify what you have can prove to be more productive.
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