Has anyone used a company to send press releases?

[KidsActivitiesDelivered]

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Just wondering whether anyone has used or has an opinion on using a company to send out a press release about your business.

I stumbled upon a site that offers to send a pre prepared media release to ‘all metropolitan media categories, per state’ for a fee.

Obviously they have no control over whether news outlets would pick up and do something with the release.

Any thoughts on the service?

[Simply Money Honey]

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Hi Sarah

I haven’t used this type of service so I’m not sure what sort of results they can generate.

I think you will get the best results by sending a personal email to the correct person at a publication aligned to your product. It does take quite a lot of time to find the best media outlets and the correct email addresses and then email them. Another alternative is to buy a list of media outlets that are appropriate for your product and then email them yourself.

Good luck

Gabrielle

[Stuart B]

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I have used a PR company to write and distribute press releases. The good thing is that they have actual relationhips with the people at the publications they’re targeting, and part of what you’re paying for is them contacting, sending and following up on your press release.

I haven’t used any of the services you’re referring to, and i’m not saying they won’t work, but i think it’s probably a much more general approach to PR.

[NerissaB]

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Hi there

If you are looking for someone to write a press release for you, I can help.

However, as Octopus Labs said, if you want to make sure it’s distributed to the right target market, a PR company is probably the best place, as they have established relationships. Otherwise, it can be a bit ‘hit and miss’.

[OnePaige]

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I haven’t used a ‘mass send’ Pr service myself so can’t comment on that. What I will say is – do it yourself!

Previous replies are correct that what you pay a PR agency for is their contacts and relationships. You can easily establish a journalist network of your own and save $$$ in agency fees.

It does take a bit of know how but there are lots of online learning tools to help you out. Depending on the breadth of your target media type(s), it might be more time and cost efficient to buy a media list. (We do sell media lists but feel free to look around.) It is more than possible to put your own list together with organisation and persistence, most details require an internet search and a phone call. Keep in touch with the responding journalists though because they move around a lot!

Our site has loads of free information on pulling your campaign materials together and writing a media release. We also have journalist interviews (5 Minutes With…) so you can really get a feel for what your campaign needs to comprise.

You know your business better than anyone so you are the best person to answer questions from the media, why pay a middle-man?

Good luck with whatever you decide!

[MPSwebprojects]

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The thing you need to ask yourself before spending time and money to send out press releases is;

“Is this media worthy?” & “Would anyone want to publish this information?”.

Most press releases are just going to junk inboxes and are unlikely to ever be read by anyone of importance. There’s also the risk of your PR getting spammed across the web which can hurt you in the long run. Unless your business is doing something really interesting or controversial, your efforts are better spent elsewhere.

[Anonymous]

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Hi Sarah,

You’ll also find lots of articles on DIY PR right here on Flying Solo. This link is a good jumping off point: http://www.flyingsolo.com.au/marketing/public-relations-pr

Happy reading, and good luck!
Jayne

[Petemac]

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Hi Sarah, not being my area of expertise I had a chat with a friend of mine who runs an agency that handles press releases and the main thing she emphasised is that it has to have something that will catch the medias attention.

Things like
Anniversary of a business
New product or service launch
Unique product or service
A human interest angle.

Another friend who used to work for the newspapers and us now heavily involved in a sports club writes articles each week and including photos sends them out weekly to media outlets as she knows sometimes they have gaps and if something is already laid out for them than it improves the chances of her stories being used. She has been very successful with this

Good luck

Pete

[Wordsmith]

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It is important to consider your audience.
Is your media release going to be relevant to metro media? Or would it be better suited to a more localised or niche publication?
Once you consider your audience, you can make a media hit list. If the hit list is relatively small, do a Google to find contact details and just pick up the phone.
If you aren’t running a huge campaign, that personal touch doesn’t take a lot and can deliver a much higher return on investment, both short and long term.
For example, you will know your media release has reached the journalist, you will be able to assess initial interest and be able to follow up specific journos later. Plus, it can help you develop a media list specific to your business and build positive media relationships that may be of value later. I say that as a former journalist.
Either way, make sure your media release is well written and, above all, has a real news angle!
I hope this information is of assistance!

KidsActivitiesDelivered, post: 186940 wrote:

Just wondering whether anyone has used or has an opinion on using a company to send out a press release about your business.

I stumbled upon a site that offers to send a pre prepared media release to ‘all metropolitan media categories, per state’ for a fee.

Obviously they have no control over whether news outlets would pick up and do something with the release.

Any thoughts on the service?

[Author]

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