Last week’s biz hack was about how to put together a press release – a traditional release, a social media release, and a new sort of “un-press release.” So once you’ve got this amazing release created, where do you distribute it?
It really depends on your goals. Is it to increase online visibility, get the attention of specific media, communicate with your customers, investors or internally? Depending on your answer to that, here are a few distribution channels:
- News wires:
- Business Wire, PR Web, PR Newswire, and others, but those are some the most used.
- iReach, a product by PR Newswire, created to boost online visibility. It’s a cheaper option than a newswire release and in my opinion gets the same traction. If your goal is online visibility I would go with a newswire release, and iReach could be a good lower-cost option. If you want to reach specific media, I would save yourself the money and send it to media directly.
- Send directly to media via email
- Use your CRM platform to send out the news
- Post to PitchEngine
- Publish on your blog
- Post it to Reddit – you have to be very careful here. Know the community before you post here and be sure it’s high-value content, not a blatant self promotional piece of news.
- Content discovery platforms – if you did opt for creating a piece of high-value content to introduce your news, rather than a traditional press release, and you published it to your blog, you might consider helping drive engagement by using a content discovery platform like Taboola, Outbrain or Disqus to name a few.
There are other ways to get the news out, but these are a few channel ideas. It also starts, however, with determining what your goals are.
