If you have news you want to get out then a press release is a great way to go about it, but if you’re not organized your efforts may very well be wasted and your good news may end up being just a small blip on the industry radar. To avoid this fate take a look at some of the key components of an organized press release.
Make the Objective Clear
Without a stated objective your entire press release could fall flat and your audience might miss the point entirely. To be sure your message is clear try not to include too much information. Instead focus on the core reason for the communication so there is no chance that a reader could get lost on other details.
Proofread and Polish Your Text
One of the most common mistakes is neglecting to proofread your finished text. It only takes a little extra effort but giving your document a final check before you send can save you from making silly the errors that portray your image in a negative light.
Identify Your Target Distribution List
Your target distribution list should include all the names and contact information for the people with the power to spread your message. You may have editors, journalists or freelancers listed but you should also categorize your contacts according to priority and the frequency with which their material is published so you can send your press release at a time that is convenient for their next available deadline. Of course you should also make sure the journalists are a good fit for the information you want to distribute. Don’t simply forward your press kit because you have their name and contact information.
Have Stated Goals for Every Press Release to Measure Success
Your goals should be for your eyes only so they are not to be included in the press release that is sent out, but they are nevertheless integral to the organization of your material. These goals help to focus your efforts so your press release is concise, effective and timely.
After you have sent out your press release don’t forget to follow-up. Just because you’ve sent it doesn’t mean your job is done. You may need to give reporters and journalists reminders about your story, so developing a working relationship with these people can go a long way towards your success.
