Re: Online Press Releases

From: Eric Ward <netpost_at_netpost.com>
Date: Mon 21 Aug 2000 21:42:07 -0400

> LISA MULLENNIX <lmullennix_at_laughingbird.com> WROTE:
>
> > Does anyone have any experience sending out press
> > releases on your own? How do you get a press release
> > into a journalist's hands without spamming? Can
> > anyone explain the value of sending out press
> > releases? Any thoughts on this matter would be
> > sincerely appreciated.

I've earned my living by sending Email press releases
to online media, site reviewers, editors, etc.
since 1994. I speak on this very topic at iWorld
a couple times a year. Jeff Bezos hired me to announce
Amazon.com way back when they first launched.
OK, so that's my pedigree :)

The keys to using Email to disseminate a press release
are more than just "target, target, target." Yes
of course you should target. But many crucial online
news outlets DO NOT want a press release. Take
newslinx.com for example. Also, many key editors
state clearly on their sites just how they want to be
contacted. Some ask that you use a special subject
line, (Langa's Hot Spots), others ask that you use
a special Email address, and still others
have you use an online form as the ONLY way they
will accept a press release. This is why automated
splat Email news release services are dangerous. At
least 100 of my contacts have highly specific rules
for how they want to receive Email press releases.
You have to either do it yourself or use a service
that does it right, or your news will be filtered
into oblivion and you wont even know it.

The other, perhaps even more important facet of
sending press releases via Email is to understand what
news makes sense for what service. If you are
announcing that you just received 20mil in financing,
the Yahoo Picks of the Week editors could care less,
since they don't cover that. Neither could
Netscape What's New. If you are announcing the
launch of a quality content Web site, then bingo, it
does make sense to contact those editors.

A service like Businesswire is a good overall service,
especially with its feed now accessable by anyone
at most portals. HOWEVER, Businesswire's Email
version will never get into the inbox of certain
key editors, especially site reviewers at portals
and elsewhere. I know, because I'm also an editor
at Netscape's Open Directory, and I have zero
interest in seeing Businesswire's stuff. Anyone
with $200 can announce anything. Little reason
to read them.

A service like InternetWire or NewsBureau makes sense
if you have tech or net industry related news.

And, if your news is about a Web launch or new Web
content, the service to use is URLwire, since it
reaches just those who write about Web content.

It all comes down to what it is you are announcing,
who is most likely to care, and via what service can
you appropriately reach the right people.

Regards,

Eric Ward

T h e W a r d G r o u p . c o m
Announcing & Linking The Web's Best Content Since 1994
-> Vertical site announcements, links & submissions
-> Speaker, iWorld & Thunder Lizard Conferences
Mailto:EricWard@NetPOST.com http://www.NetPOST.com/
Working with site developers, strategists & PR agencies



Received on Mon Aug 21 2000 - 20:42:07 CDT