Any Experts on Press Releases?

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IrvineRenter_IHB

IrvineRenter_IHB

New member
I have been researching how to write and distribute press releases, but I have more questions than answers. Are there any experts out there that could answer some questions for me?
 
Called my news producer sister. She's sending me some samples ("whatever is in my inbox") I can forward on to you. Other things she said:



- Contact radio and newspapers, but you won't have much luck on TV because they rarely do books.

- You can (and I gathered should) use quotes from published articles as long as they are cited

- You can call the "front desk" of any publication to get the POC for the financial, money, book or weekend sections. Send the information Attn: to that person. She said it's all public information so no worries.



Hope that helps!
 
My problems isn't in the writing of a press release, it is the distribution I do not understand.



Who do you send them to?



How do you get on AP or Reuters newswire? Do you need to pay a service for this?



I have seen dozens of free, online press release sites. Who uses these?



I don't want to waste my time or money on useless services.
 
[quote author="caycifish" date=1227012788]Called my news producer sister. She's sending me some samples ("whatever is in my inbox") I can forward on to you. Other things she said:



- Contact radio and newspapers, but you won't have much luck on TV because they rarely do books.

- You can (and I gathered should) use quotes from published articles as long as they are cited

- You can call the "front desk" of any publication to get the POC for the financial, money, book or weekend sections. Send the information Attn: to that person. She said it's all public information so no worries.



Hope that helps!</blockquote>


I have been making these contacts a few at a time so I can keep track. Is there an easier way? I suppose if I keep at it, I will eventually cover all the bases.
 
IR is the press release part of the marketing plan for your book or is the press release a separate and unrelated item?



eHow lists the mechanics. I assume the problem is the building of the contacts list? Which target market are you after?

http://www.ehow.com/how_2070462_distribute-press-release.html



You may also want to check out 4 Hour Work Week which has a short two or three page cheat sheet on how to become a called upon media expert. The same kind of targeting may apply.
 
I occasionally write and publish news releases for public companies. The releases are picked up by financial outlets - i.e. yahoo finance. I don't know how you would get it to a broader distribution.



At any rate, we use press service companies such ashttp://www.prweb.com/. Take a look, I think it will be helpful. Google newswire and you will get a quite a few hits for distribution services.
 
[quote author="IrvineRenter" date=1227013185]My problems isn't in the writing of a press release, it is the distribution I do not understand.



Who do you send them to?



How do you get on AP or Reuters newswire? Do you need to pay a service for this?



I have seen dozens of free, online press release sites. Who uses these?



I don't want to waste my time or money on useless services.</blockquote>


When I worked at a startup software company a few years ago, we did a ton of releases. We normally used <a href="http://www.businesswire.com/portal/site/home/">Business Wire</a>.



An independent marketing consultant could take care of such matters for you as well. I know one if you need a referral... She used to work at a larger OC marketing firm but got into a small partnership so she could spend more time at home with the young kiddies.
 
[quote author="No_Such_Reality" date=1227016411]IR is the press release part of the marketing plan for your book or is the press release a separate and unrelated item?



eHow lists the mechanics. I assume the problem is the building of the contacts list? Which target market are you after?

http://www.ehow.com/how_2070462_distribute-press-release.html



You may also want to check out 4 Hour Work Week which has a short two or three page cheat sheet on how to become a called upon media expert. The same kind of targeting may apply.</blockquote>


I am looking to market the book, and use the book to market myself. I have explored some of the services listed above, but I am unsure which ones are best, or if anybody actually reads them. I will probably end up trying out all the free ones, and I might pay for a service to get one on the AP newswire.
 
Have you looked into a media database? <a href="http://www.mediacontactspro.com">Here</a> is one that might be worth checking into.



There is, of course, a cost for these types of services but I think a targeted, more personalized "pitch" to an editor of why your book and blog would be of interest to their readers would yield better results than a broadcast press release.
 
I was in a similar situation back in the dot com bubble, late 1990's. I was promoting a web site and used some cheap agency to distribute it. (I can't recall the name.) The day it was released the only contact I got was an email from a sales rep at Business Wire, who told me why I wasn't going to hear from anyone and offered me a discount on their distribution package. After I paid Business Wire $400, I got calls/emails from 5-10 reporters. I just googled it, and the Business Wire press release is still archived out there.



My conclusion is that unless things have changed dramatically, you should just use Business Wire. Rates are negotiable. Their press releases are automatically integrated into various web sites like Yahoo News.



Also, for marketing yourself, go to <a href="http://www.helpareporter.com/">Peter Shankman's help a reporter site</a> and get on his email list. Lots of reporters/freelancers use it to find sources for articles they are writing.
 
Your book is a great book that appeals to the housing fanatic crowd or people in the building industry and real estates field. Due to the analytical nature only the educated crowds and fellow IHBers are interested. Those who are sophisticated really appreciate your book. With that being said, your demographic is extremely small limiting to the elites. Wall Street Journal readers or Business Journal readers are your audience. I ordered numerous copies through Amazon so I will distribute them as gifts to most of my clients.



The bigger audience is the distress homeowners and mostly the uneducated. Reading a book more than 80 pages without pictures is a stretch for them. A book offering solutions that help them dig out from the hole that they buried themselves in to will attract their attention. They are not interested in how, why or the academic nature of the bubble or explaining their greedy behavior. They are seeking remedies. To cater to the masses your book would need to be simpler and written for the ?bubble for dummies?.



You may have to start targeting well established landmark bookstores like Vromans in Pasadena. Their clienteles are intelligent and cultural. They chose books that are well written rather that well marketed. You will have the best luck there for exposure to many LA CEO?s, doctors and attorneys. Vromans is also a bookstore where other national chains look up to.



Local developers and builders will read your book but they will not promote it because you are hurting their business and eroding their buyers confidence. They will buy all your copies to prevent your book in public circulation.



Here is a PR firm who can help you: <a href="http://www.roddanpaolucci.com/">http://www.roddanpaolucci.com/</a> The firm is located in Palos Verdes Estates inside the Malaga Cove Center.



Jack Skelley or Mark Paolucci can help you there.
 
[quote author="joeyp" date=1227073022]I was in a similar situation back in the dot com bubble, late 1990's. I was promoting a web site and used some cheap agency to distribute it. (I can't recall the name.) The day it was released the only contact I got was an email from a sales rep at Business Wire, who told me why I wasn't going to hear from anyone and offered me a discount on their distribution package. After I paid Business Wire $400, I got calls/emails from 5-10 reporters. I just googled it, and the Business Wire press release is still archived out there.



My conclusion is that unless things have changed dramatically, you should just use Business Wire. Rates are negotiable. Their press releases are automatically integrated into various web sites like Yahoo News.



Also, for marketing yourself, go to <a href="http://www.helpareporter.com/">Peter Shankman's help a reporter site</a> and get on his email list. Lots of reporters/freelancers use it to find sources for articles they are writing.</blockquote>


Thank you for the advice and the link. I just signed up for a pay site to connect to reports. I will try this free one and compare for a month. If the contacts are just as good, I will cancel the paid service. You may have just save me some money. Thank you.
 
[quote author="bkshopr" date=1227075721]Your book is a great book that appeals to the housing fanatic crowd or people in the building industry and real estates field. Due to the analytical nature only the educated crowds and fellow IHBers are interested. Those who are sophisticated really appreciate your book. With that being said, your demographic is extremely small limiting to the elites. Wall Street Journal readers or Business Journal readers are your audience. I ordered numerous copies through Amazon so I will distribute them as gifts to most of my clients.



The bigger audience is the distress homeowners and mostly the uneducated. Reading a book more than 80 pages without pictures is a stretch for them. A book offering solutions that help them dig out from the hole that they buried themselves in to will attract their attention. They are not interested in how, why or the academic nature of the bubble or explaining their greedy behavior. They are seeking remedies. To cater to the masses your book would need to be simpler and written for the ?bubble for dummies?.



You may have to start targeting well established landmark bookstores like Vromans in Pasadena. Their clienteles are intelligent and cultural. They chose books that are well written rather that well marketed. You will have the best luck there for exposure to many LA CEO?s, doctors and attorneys. Vromans is also a bookstore where other national chains look up to.



Local developers and builders will read your book but they will not promote it because you are hurting their business and eroding their buyers confidence. They will buy all your copies to prevent your book in public circulation.



Here is a PR firm who can help you: <a href="http://www.roddanpaolucci.com/">http://www.roddanpaolucci.com/</a> The firm is located in Palos Verdes Estates inside the Malaga Cove Center.



Jack Skelley or Mark Paolucci can help you there.</blockquote>


I hadn't really considered writing an abridged version for the less-educated masses. That is a good idea to consider...



I will check out that bookstore and see if there are other similar ones. I have signed up with a non-exclusive distributor, but I haven't a clue about how to get book stores to order any copies.



I would love it if all the local developers and builders bought up all my copies :). I certainly don't see them as being a source of promotion, although I am tentatively scheduled to speak at the Riverside County BIA, and I can probably get invited to the OC BIA. I used to work closely with a past president.



I will check out the PR firm. I suspect I will not be able to afford their rates.
 
[quote author="Irvine_Lurker" date=1227058417]Have you looked into a media database? <a href="http://www.mediacontactspro.com">Here</a> is one that might be worth checking into.



There is, of course, a cost for these types of services but I think a targeted, more personalized "pitch" to an editor of why your book and blog would be of interest to their readers would yield better results than a broadcast press release.</blockquote>


I have been leaning toward a targeted approach. Since we post so many articles written about the bubble in the headlines thread, and since many other bloggers are linking to them as well, it is pretty easy to find many reporters who are writing about this issue. I am working on an email pitch that I will send to them directly. If I send out a few at a time, it is relatively easy to keep up with the follow up. I will probably do a few press releases just to get the word out there. Someone may find it, but I am going to rely more on me finding them.



I am going to check out the database. If I run out of reporters to contact using the method described above, I will probably purchase a database. I suspect I will not run out, particularly since this issue is so hot.



BTW, I recently landed a couple of major news publication interviews. I am going to wait until the articles come out before making a big announcement. If I can add links to articles in major newspapers to my reporter pitch, it should get me even more press coverage.
 
[quote author="IrvineRenter" date=1227096195]

Thank you for the advice and the link. I just signed up for a pay site to connect to reports. I will try this free one and compare for a month. If the contacts are just as good, I will cancel the paid service. You may have just save me some money. Thank you.</blockquote>


Could you post a link to the pay site you signed up with. I didn't know such a site existed.
 
[quote author="joeyp" date=1227103270][quote author="IrvineRenter" date=1227096195]

Thank you for the advice and the link. I just signed up for a pay site to connect to reports. I will try this free one and compare for a month. If the contacts are just as good, I will cancel the paid service. You may have just save me some money. Thank you.</blockquote>


Could you post a link to the pay site you signed up with. I didn't know such a site existed.</blockquote>


<a href="http://www.prleads.com/">PR Leads</a>



I have only gotten a couple of emails from them, and I was not a match to the reporter's requested needs, but I don't think it will be long before I find one worth responding to. The great thing there is that you only get leads on the topics on which you are an expert. Plus the media represented seems to be of high caliber. I didn't notice any freelancers who probably won't get published.
 
[quote author="joeyp" date=1227073022]

My conclusion is that unless things have changed dramatically, you should just use Business Wire. Rates are negotiable. Their press releases are automatically integrated into various web sites like Yahoo News.</blockquote>


I work at a public company and we use Business Wire for our press releases as well.
 
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