6 Effective Tactics for Your Distribution Strategy.
If used effectively, a press release can help your business earn valuable media coverage, all at a surprisingly low cost. Unfortunately, many brands take the wrong approach to their press release distribution strategy. Luckily, this is a reasonably easy problem to rectify.
Below, we’ve outlined six tactics you can use to attract the attention of journalists, bloggers and media professionals, helping you earn valuable media coverage for your business or organisation.
Make it interesting and newsworthy.
Unless it’s a slow news day, it’s unlikely that your press release will be published as a story if it doesn’t contain anything interesting. Build your press release around at least one interesting piece of information, whether it’s a new product you’re preparing to release, a special offer your business is providing to the public, or a statistic or survey finding that the public might find interesting.
Avoid writing anything repetitive.
Journalists read press releases like news consumers read stories with an eye for fun, exciting and essential information. Because of this, it’s important that your press releases read well and lack the repetition that’s often common in business communications. Stick to one key announcement, then expand on it by providing extra details without going over the same ground multiple times. Remember, it’s better to be overly concise than repetitive.
Master the art of writing great headlines
As a press release writer, your job is to attract the attention of journalists and prove that your story is newsworthy. Nothing sells like a great headline. Before sending your press release, it’s best to write down several different potential headlines, then select the one you think will have the strongest impact on readers.
Proofread, shorten and simplify
The most common mistake many first-time press release writers make is preparing an overly long, detailed and wordy release. Like an article, a press release works best when it includes all the information you need and none of the information you don’t need to know. Before distributing your press release, complete a thorough edit to ensure it’s concise, punchy and effective.
Send it to the right journalists.
If your business produces software for financial services companies, you’ll likely gain nothing by sending your press release to journalists who write about sport, food or travel. Before you send your press release to anyone, identify the top five journalists within your niche or industry.
For £95 plus VAT, PR Fire custom-builds every distribution list, prioritising relevancy over the number of journalists, increasing your chances of organic pick-up.
Guaranteed PublishingÂ
Combining guaranteed publishing and organic distribution is an effective press release distribution strategy because it ensures visibility through secured placements while leveraging the credibility and reach of earned media. This dual approach maximises both immediate reach and long-term impact.
Guaranteed publishing assures that your message will appear on specific outlets, giving you control over exposure. PR Fire’s newswire services allow you to syndicate your content on multiple high-authority sites, allowing you also to target the regions that matter most to your business.
For more information on our newswire services, click here or start your distribution campaign today.