Big Bad Weekly Tip: Unleash Your Release

By Greenleaf Team - Feb 24 , 2008

By Ryan Wheeler

Now that you know how to create a press release with teeth, you may be wondering, How do I go about unleashing it?

You may have heard of free online press release distribution sites like PR.com, i-Newswire, Free Press Release, and PRBuzz, just to name a few. Their free services are good for simply making your release available to the popular online news sites and for helping you improve your search engine optimization (SEO) by creating a lasting footprint. Therefore, I recommend using one of these services for each of your releases. However, the chance of your release catching the eye of an editor or producer using this method is slim.

The most effective way to get yourself and your book noticed is by pitching targeted media outlets directly. This is where publicists earn their money, as it takes a lot of time, a lot of follow-up, and a solid media list. To get started, check out this article by Rick Frishman on how to create your own media list. Once you have your list created, send each contact a copy of your press release. You may even choose to tailor the release to the outlet you are sending it to. Be persistent—mail it, fax it, and email it. And most important: pick up the phone and follow up, follow up, follow up! Give your release some teeth!