Maximizing Exposure with Press Releases: A Comprehensive Guide - Part 2

Crafting Your Press Release

The first step in creating a press release is to establish the format. The subject line of your email should read: "Press Release - [Your Subject Here]". The body of your email should include the following:

• FOR IMMEDIATE RELEASE
• CONTACT: Your Name, Company Name, Street Address, City or Town, State, Zip, Country, Phone, Fax, Email, URL
• A short, catchy headline. This could be the same as your email subject line.
• A maximum of three paragraphs covering the standard Who, What, Where, When, Why, and How that media professionals deal with regularly.

Remember, the subject of your email will either capture the reader's attention or lead to immediate deletion. Therefore, it's crucial to make it compelling.

Why Use a Press Release?

Press releases offer significant exposure to a broad audience, both online and offline. However, they must be sent to the right media contacts. It's essential to select your recipients based on the information you're publicizing. For instance, a press release about a new auto part wouldn't be relevant to the editor of a sewing magazine.

Media professionals can reach millions of people with a single press release, making it a valuable resource for publicity and exposure.

Finding Media Contacts

To access the email addresses of media professionals, you can visit the websites of top media outlets. Websites like Internet News Bureau list hundreds of media contacts that accept press releases via email. Although they don't provide contact information (as they sell it as part of their business), you can use the list to identify relevant media contacts.

To find their contact information, use a search engine to locate their websites and email addresses. Once you've compiled a list, send your press release individually, not as a bulk email or Bcc. This approach makes the recipient feel like the email is exclusively for them, creating a more personal connection.

Tapping into Big Media Outlets

To reach larger audiences, consider sending your press release to major media outlets like ABC, NBC, CBS, and CNN. These websites often provide the email addresses of their main offices and affiliates.

Another useful resource is FAIR's Media Contact List, which provides both physical and email addresses of media contacts.

Other Resources

There are also services that sell lists of email addresses, such as Gebbie Press, and press release services that distribute your press release to their established list of media contacts for a fee.

Before using these services, it's recommended to do some research to ensure they're reputable and effective.

Finally, it's worth noting that creating and distributing press releases can be a time-consuming process. However, the potential rewards in terms of exposure and publicity are well worth the effort.