With an ineffective release distribution, you have more to lose than the time it takes to write the press release.  Our skillful professionals help you attain success by ensuring your release is delivered direct to editors and writers covering your industry; your release must still have a dynamic headline and enticing, engaging copy to capture their full attention.

 

Include the most significant points of your release upfront. A strong opening or leading paragraph, the "hook" - contains a concise but strong summary of what your release is about. This is a critical element to your distribution's success. The opening paragraph should answer the who, what, where and why - clearly and quickly. Use the first paragraph to illustrate and emphasize to editors and writers why your release is important to their readers. You may be tempted to provide a history of your company or the industry at the beginning of your release; journalists that are educated about the industry most likely already have this information.

In our everyday lives, we are already overburdened by emails, faxes and phone calls - imagine that compounded by being the focal point for people who want to have news written about their products or services.  It's not just important - it's critical to make sure your release provides the information a journalist needs - at the quickest of glances.

Clearly companies you readily recognize the names of are those which have done an effective job with their marketing strategies.

While everyone would like to think their releases are read in their entirety, understand that the first time relevant journalists see your company name, they may not recognize it. Depending on your topic, its timeliness and relationship to other stories, journalists may contact you immediately upon receipt of your release or a period of time may elapse.

The second time may bring recognition of your company's name, product or service. The third or fourth time may elicit curiosity. Maybe thereafter you may receive some type of response.

Receiving results from your marketing efforts and release distribution requires concentrated effort, and that translates into regularly directing releases covering a variety of angles or focus to the media. Repeated sightings of your company name through comprehensive, concentrated efforts over time will develop brand awareness.