Target
audience.
Only contact editors who write about your company's industry
or topic.
Find
out the best way to contact your audience.
Is it by snail mail, email, or fax? Not everyone wants press
releases by e-mail.
Don't
send e-mail press releases with attachments.
Write the release within the body of the message.
Know
how much contact is "just right."
You will annoy most editors by making too many contacts to ask
if they got the press release.
Know
each editor's deadlines.
Don't expect a magazine editor to cover an event scheduled for
next week. We find out when to send your press release for the
best timing.
Check
website to insure it's updated with the "news" before
sending the release.
If it's a new product, update that section of company site.
If it's not important enough to be added to the company's own
site, why should anyone write about it?
Do
not call editors, publications, etc., on their 800 numbers.
This includes calling to get the name and address of the appropriate
editor as well as worthless follow up calls ("did you get
my press release?"). Don't expect others to pick up the
tab for your company's marketing costs.
