October 16, 2009, Newsletter Issue #232: Targeting Editors With Your Release

Tip of the Week

Ever feel like your press release goes off into a black hole? Guess what? It
does. So how can you ensure that relevant editors read your release and
consider it for a feature or additional coverage?
Target
Your Editors: Press release distribution programs allow you
to select the channels where you send your release. You can choose categories
like Medical, Entertainment, Health, and Automotive. Don’t be greedy and send
your release to all. Stick to relevant industries to ensure interest from
editors.Follow
Up: Editors get hundreds, if not thousands, of press releases each
day. By following up to see if there is interest in your release, you stay on
the mind of editors in your industry. Even if they can’t accommodate a story on
your news now, if you stay in touch, they may need you later for a quote or
interview.Send
Your Release Directly: If you feel your release is
relevant to local news, fax or email a copy to the editor of the section you feel
it fits best with. While they may not take notice of your story through the
media channel they use to get news, receiving a copy of the release from you
with a personal note (followed by a followup phone call) increases the
likelihood of getting coverage in the media.

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