How to Submit Press Releases

If you're a musician, artist or business owner, press release submissions should be a regular part of your promotion strategy. I recommend sending releases once per week; if you don't know the format of a press release, you should have one professionally copywritten for you.

An overly self-promotional or unintentionally unprofessional release can cause major media outlets to ignore you in the future-something you definitely don't want. Below I describe the benefits and drawbacks of several major press release distribution methods.

Direct submissions to media - One option available to you is direct submissions. This means you find the email addresses and fax numbers of members of the media and send your release to them. The main problem with this strategy is that you will first need to amass a current and large enough database of media contacts. Also, it may look unprofessional to send your company's release yourself-it will appear self-promotional and may be ignored by TV producers, editors, and show bookers.

Mass Media Distribution (via http://massmediadistribution.com) - Mass Media has an existing contact list broken down by category, state, and country. The company offers same-day distribution and sends out releases in three different ways: faxes, e-mails, and by posting your release on a search-engine optimized site.

PRWeb (via http://www.prweb.com) - PRWeb distributes releases via email and predominantly via their web site. They offer real-time statistics on each paid release, showing what search terms are bringing journalists to your release and statistics on how many journalists have printed out or forwarded your press release.

eReleases (via http://www.ereleases.com) -- EReleases is a more expensive option; they offer category-targeting and deliver your press release to media contacts via email. The company also offers professional press release creation and editing for an additional fee.

Regardless of which distribution system you use, remember to submit once every week or two but do not inundate media with releases-three a week is probably too much, for example.

Also, be sure that your press release has a catchy headline so media outlets will actually view your email. And at the end of your release include your own contact information, or the contact information of your media representative or publicist.

This information should include at least one phone number, an email address, and a link to your web site.

Press releases should be relatively short if possible, around 200 to 300 words at the maximum in most cases. If more information is required, provide a link to a webpage with a more detailed release. You don't want the media to get bored with your release and click off of it. Be as succinct as possible!