Re: Efficient Press Release Distribution

From: Aimee Evans <aevans_at_digitalgrit.com>
Date: Tue 02 Nov 2004 09:57:46 -0500

Bill Glazer wrote: Would anyone out there know of the most cost
efficient way to get press releases to the appropriate people.

-----------------------

After much disappointment with the larger wire services, I switched to
MarketWire a few years ago, and I've been really happy with them. Much
less expensive, great customer service, decent clipping service. (Note
that for total Web distribution, you only have to pay for the least
expensive offline distribution. So if I were to distribute my release to
my homestate of NJ for $125, that would include Web-wide distribution,
as well.)

PRweb at the $30 level also yields great results, especially if you
optimize your release for search engines (They'll give you great results
across Google & Yahoo). The drawback is the 2-day delay -- you have to
pay a premium for immediate release. And I believe it costs more than
MarketWire.

But with either of these services, you still have to do your homework
and hand-send your news to your key press targets. For best results,
know your editors and do your homework - whether you buy a Burrelles
database or choose one of the great press guides published by
MarketingSherpa (especially if you're in the Web marketing industry),
John Kremer (book marketing) or Bradley's. Find out how your target
press likes to receive their releases (some hate attachments, some won't
respond to email at all, etc.)and, of course, make sure you're sending
them the kind of news they're actually interested in.

And of course, you can *just* do the hand-sends and skip the wire
service altogether. That still works if you have a great release and a
well-targeted and researched list. It all comes down to elbow grease in
the end. Do the work, get the results.

All obvious stuff, I know. But, hey - it never hurts to review the
basics!

Aimee Kessler Evans
Marketing & Public Relations

DigitalGrit
More Effective Web.
973.316.9696 x165
www.digitalgrit.com

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Received on Tue Nov 02 2004 - 08:57:46 CST