Multi-Channel Marketing | SimplyCast.com

One of the easiest ways to figure out where your press release should go is to ask the all-important question, “Who does this affect?”

So, there are three typical answers to this question and from those answers, you’ll be able to pinpoint who the lucky recipients are.

This isn’t a hard and fast rule, and often, the answer to this question may be multiple demographics, in which case, follow the one most affected first, followed by the second most affected group.

“Who does this press release and everything contained in it affect the most?”

• Answer 1: People inside the company
• Answer 2: People outside the company

Answer 1: People inside the company

Some examples of press releases that the chief demographic are your staff and colleagues include major promotions, retirements or financial statements.

Where?

• Website

• Social media

• Online press release submission sites

• Industry publications (trade or business magazines)

• Local media (say, to publicly recognize an achievement like a promotion)

Answer 2: People outside the company

Such press release examples include product launches, recalls or business expansions (new jobs or new sites).

• Website

• Social media

• Online press release submission sites

• Industry publications

• Local media (especially for expansions that affect a certain population)

• National media (only if the “affected” group is the public at-large, adding a lot of jobs in a depressed area or demonstrating incredible growth in a down economy)

SimplyCast offers an easy-to-use press release marketing tool to help you with the submission process. Try it out for free.

So, your press release has been picked up by the media, and now you have a half dozen reporters on hold or in your inbox wanting to speak to you.

Now what?

Don’t Talk or Email to Any Reporter

Regardless of whether you heard from them via email or phone, always, always say these three things:

1. “I have to get back to you. What is your direct number / email?”

2. “When is your deadline?” So you know how fast they need to hear back from you.

3. “Do you have specific questions that you need answered? Can you email me the list?” You’ll learn quickly from this what the reporter’s “spin” or take on your press release is. This helps you get your thoughts straight and find additional information (if you need it). Hey, if the reporters say “No” to your request, it isn’t a big deal.

Remember, talking to a reporter is another chance to push the message in the press release. And, talking to reporters isn’t as scary as it sounds (or is). In fact, by the time that you’re all set to answer their questions, you couldn’t be better primed.

Other Tips:

• Stupid questions get stupid answers

So an eye-witness to a blazing fire is contacted by a reporter about their experience. The reporter asks, “What did it look like?” The eye-witness answers, “A fire.”

You’ll get your fair share of those questions, and it is up to you how you answer them. But, err on the non-sarcastic side, in case.

• Nail your 30-second elevator speech

Remember all that time that you spent summarizing your press release? Now, it really comes in handy. Keep your answers short and to the point, rather than getting lost in storytelling (that’s their job).

• Use an epithet

An epithet is a descriptive phrase attached to an object, and is incredibly handy when dealing with the press. It’s memorable and will find a home in the story.

Example: Company X, a Fortune 500 company, added 1,000 new jobs. “A Fortune 500 company” is the epithet. Find one that works for your company.