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Press releases can be powerful tools to promote your business by getting the word out about noteworthy things you’re doing. After you’ve taken the steps to write a press release about a significant moment in your business, the next step is to distribute it. This article will guide you through the process of sending out your own press releases to be featured in local media.
Self-host your press release
A great first step is to host your news releases on your own business website. Using a channel you own will guarantee publication and some level of visibility. You can create a “Media” page on your site and use the blog feature to publish your press releases. This facilitates direct engagement with your target audience, increases search engine optimization (SEO), and enhances your business’s overall online presence. On your Media page, be sure to include a direct and reliable way for journalists to contact you for more information and feature opportunities.
Build a media list
You can leverage the full impact and reach when you send your press releases to news outlets and media organizations. To begin, build out your own media list with some local publications and journalists that cover topics related to your announcements. You can make a simple list in a note or a document, or create a more detailed spreadsheet. Refer back to this list regularly to consistently reach out and build relationships with these sources.
Reach out to local media outlets
For the broadest reach, add news organizations to the top of your list. This can include print newspapers, magazines, online news, community publications (such as Patch), newsletters, TV networks, radio stations, and anyone else who might feature local businesses. You can usually find the contact information for individual networks through their websites. Publications will typically have a dedicated way for you to contact them such as a ‘get in touch’ email, phone number, or social media accounts.
Connect with journalists
Releases can also be sent to individual journalists, reporters, bloggers, and news photographers. Individual journalists often have their own niche audiences and may be more involved with the community that your business serves. If you are working with a public relations professional or have an in-house team, they will likely have access to media databases like Cision, Meltwater, or Muck Rack. If you’re pitching your story to journalists directly, their email addresses and contact information can be found on their websites, or LinkedIn profiles, and other social media channels. You can also take a look at larger news organizations’ websites to find their affiliated reporters.
Use press release distribution services
Additionally, there are companies whose primary service is distributing press releases to news outlets, the general public, specific audiences you’d like to reach, and even regulatory authorities. Companies like Business Wire and PRNewswire charge for their services, leveraging their established partnerships with publications of all sizes to guarantee a certain threshold of visibility and online reach.
Use an email template
It can be a bit intimidating to send a professional email to a publication or journalist that you may not have a relationship with. Here’s a template to help get you started. Just copy and paste this into a new draft email, and edit the information to match your specific use case.
Hello [PUBLICATION/JOURNALIST’S NAME], My name is [YOUR NAME], and I am reaching out to share an exciting announcement from [BUSINESS NAME].I believe this news will be of interest to you and your audience, as a respected [JOURNALIST OR PUBLICATION] covering [RELEVANT TOPIC] in [LOCATION], . Attached is our press release with all the details. Feel free to reach out if you need more information or if you would like to schedule an interview. We are able to provide any additional insight you may need. Thank you for considering our news, and I look forward to the possibility of working together. [ATTACH PRESS RELEASE] Best regards, Email Template
[YOUR NAME]
[YOUR POSITION]
[BUSINESS NAME]
[EMAIL]
[PHONE NUMBER]
How media coverage builds momentum
In the long run, media coverage can draw more attention toward the unique services you offer and attract more people to your business. This is often an upward spiral where being featured in one outlet can lead to other publication opportunities. For example, after the Chakra Shack in Laguna Beach sent out media advisories, they appeared in local newspapers, followed by being featured in the Los Angeles Times’ Daily Pilot, and then The Real Housewives of Orange County.
Next steps
After you have sent out your press release, it’s important to remain proactive. Monitor your email inbox for any responses or inquiries from journalists. Be prepared to provide additional information, schedule interviews, or clarify details as needed. Additionally, keep an eye on media outlets and online platforms for any coverage you may receive.
Not every organization will respond, but some may be receptive. If you don’t receive immediate responses, don’t be discouraged. You may not always see immediate results, but it’s important to do the work to get your business’ name in front of the media and build relationships with journalists.
Send a follow-up message after a week or so to ensure they received the release and ask if they need any further information. Building relationships with the media takes time, so stay persistent and continue to engage to increase your chances of securing coverage.
Are you looking to connect with other Square sellers? This guide was inspired by a Square Community conversation.
