Where to Submit a Press Release So It Gets Read

Sure, writing a press release is a great way to help promote your business. Now that you've got it written, what do you do with it?

What we'll talk about in this article is where to submit a press release so that this amazing low cost (even free!) marketing and public relations tool can start working for you and your business.

You may find this surprising, but the first thing you DON'T need to do is send it (whether by email or snail mail) to a bunch of newspaper, magazine, blog, television or radio editors. Unless you're really famous and the media is following your every move, your press release will find the recycle bin (either real or electronic) before these editors notice you.

Editors are bombarded with hundreds, sometimes thousands, of press releases every week. As a former trade newspaper editor, I speak from experience! You need to have developed relationships with editors and media contacts so that you become a valuable go-to news source for them. (Something you should be working on regularly.) That way, when they see something coming from you, they know it's something worth opening... and publishing. Even if you do have friends in the media, if your news doesn't fit into their editorial calendars, it will be ignored.

Okay, so the real media isn't interested in your news right now. So you think that publishing it on the free (or even paid) press release service sites might be the answer. It might work, but it's not going to magically put your press release at the top of anyone's heap. For these to work best, your release needs to be properly optimized for search engines. As well, editors get tons of notices from PR services and, again, you're swimming in a sea of other irrelevant content competing for editors' attention.

What you need to do is reduce your distribution to the "media" you control. So here's where to submit a press release instead...

Did you ever consider yourself to be a member of the media? Probably not. But with the tools we have available to us today, you are. Let's look at the tools you could use to get your news out there:

• Social Media. If you have a significant following on the social media networks such as Twitter, Facebook, LinkedIn and Google Plus, your post (or tweet) feed is your own news show. In my experience, Twitter has been the best for getting news items noticed and shared, expanding the reach of my press release. But the network that works for your business may be different. Choose the one where you have engaged followers in one of your target audiences. Just make sure that you post links to the full text of your release posted somewhere online.
• Blog. If you have a blog (and I recommend it for most businesses), you need to add your press release as a post. If your blog is separate from your official company website, include a link to your news on your regular site.
• Email to Customers. What's the purpose of writing a press release? For it to get read by people who are likely to buy from you. Your existing customers are, of course, prime targets. So email your release to them! They'll get your news and also begin to think of you as a news generator. Plus, they might also share with others inside and outside their company.
• Snail Mail to Customers. With the majority of our communications being electronic these days, physical mail can get even more attention than it has in the past. Send your press release to customers through the regular mail, marking the envelope as "News from (your company name)."
• Distribute at Trade Shows. People attend trade shows to get information on the latest and greatest products and services. So having your press release available in your booth is a natural fit.

Even if you are using media channels that you control, marketing with press releases takes time (maybe even years) and is a continuing effort. Over time and with sustained effort, you may also find (like I did), that various media outlets, some you may not be aware of yet, start calling you. So the best advice is to get started and stay in the game!