It’s called the ‘bread and butter’ of PR in the industry, yet maximising your company press release reach takes time, experience, and a certain know-how.
While it’s important to get the crux of your press release right (if in doubt, google ‘press release template UK’), it’s equally as important to distribute your press release to the right channels, the right way, at the right time.
Having a well written press release is the first important step. There’s plenty of freelance PRs for hire in London, that can help you with this process. But there’s no point in having great content if you’re not making the most of it. In this guide, I’ll provide some insider tips for maximising your company press release.
Seven Top Tips
1. Sign up to Google Alerts
First thing’s first – sign up to google alerts. This is the best way to monitor any press coverage published online. For print and broadcast coverage, there are press monitoring companies available, however these can be costly, especially for start-ups and small businesses.
2. Read the Press
When you distribute your press release to the media, keep a note of the publications that express an interest. There’s no harm in asking journalist if (and when) they plan to run your story. This will help you keep a look out for the story once published. Do keep in mind that most long-lead magazines work to a three to four month lead time. Therefore, stories submitted in summer, may not make press until winter.
3. Use a Distribution Service
If you use a PR freelancer, ask them to distribute the press release to their contacts. At the same time, cover all bases with press release distribution UK. There are various distribution agencies (like PR Newswire), although this is not a cheap process. Alternatively, you could sign-up for membership with journalist databases such as Gorkana, which provide you all the contacts you need.
4. Include High-resolution Images
A sure-fire way to increase your chances of pickup is to distribute your release with a good image. Make sure this is high-resolution (300DPI), captioned and most importantly of all – you have the copyright/permission to distribute it.
5. Post to Your Company Website
This is SO obvious, so important and so overlooked. Publish your press release on the media section of your website. If you don’t have one – make one. Sorry to bang on about this, but as any freelance PR will tell you, this is crucial. It’s also handy for directing journalists to for press requests and provides you with a URL to link to. This gives you content to share on all your business social media channels, from Twitter to LinkedIn.
6. Share with Your Customers
If relevant, add the press release to your newsletter communication to clients and customers. Also, copy and paste the press release into your blog section as the latest company news, this will help to drive traffic if nothing else.
7. Update Press Packs
Media kits, press, packs, EPK (electronic press kits) – they’re all the same thing. This is basically a collection of media tools to give to press and influencers. It usually includes your latest press releases, company biographies, images, key facts and media kits.
If you’re attending any forthcoming trade shows or events, be sure to include a copy of your latest press release in your media kit.