I find one of the best ways to build a good distribution list is by taking the time to make some phone calls before you even begin distribution. Go ahead and use a service to create your list (I recently used VOCUS, rather than Cision, based on a lot of research), but take the time to make some calls to make sure you have the right people at each media outlet. You’ll begin building relationships just by making these calls and asking questions that make it clear that you are trying to build a relationship and don’t want to dump press release upon press release upon the wrong person. Now, this really works best when you’re trying to build a long-term relationship for a client, not just sell one story. I’ve never met a journalist who didn’t appreciate being asked what type of information they find helpful, how they like to get it and the best time to call. Usually somewhere during that conversation, I am able to find some personal connection with that person that makes this more than a basic query and makes me a little less forgettable (setting the stage for the pitch call).

One final note … I find many of my PR clients think distribution means sending out a release over a national wire and forgetting about it. I suppose that might work for a huge company that will garner press regardless, but for most companies, I find the personal touch of a targeted media list and a lot of phone contact is what it takes to get that story.

Thanks for bringing this to our attention.

You didn’t mention Marketwire so I’m wondering if you have tried Marketwire for press release distribution?

Aside from that, a very insightful post. I agree with many of the things you said, but have to disagree with this: “there are so many releases that yours could get lost in the noise, even if it is among the best of the day.” At Marketwire, we don’t pick and choose which press release to concentrate on, it is based on the targeted reach that you select, e.g., financial outlets only or the state of Illinois only, etc. Based on that, your press release gets pinged to the blogosphere and news outlets like Yahoo!, CNN, Google News, etc. The process is the same for all press releases. So my point is that it isn’t a matter of press release volume, it’s a matter of how engaging the news actually is.

Hope that helps.

Nick (@shinng)
@marketwire

Very good points. Most of the growth of my business in last three years is from PR side. While I generally stay in prime niches, I’ve been a business writer, which provides a good background for various releases (editors and reporters want to know the benefits, not the features).

Actually, my next post on this is going to touch on some of what you mentioned, namely, follow-up.

Reporters receive (through various media) dozens, sometimes hundreds, of press releases a day, depending on their beat. We can talk at length about ways to make your release stand out in the inbox, and there are some good ways to do that; every little bit helps. However, having a catchy hed or a solid lede, or even *gasp* content relevant to the reporter’s beat isn’t always enough.

The best way to turn a press release into a story is to pitch, pitch, pitch. For some of us, pitching a reporter is outside the lines for a freelance writer, for others it’s part of the services we offer. I tend to evaluate on a case-by-case basis, in large part dependent on whether I’m comfortable with the client and my knowledge of the sector. How to pitch a reporter is a blog post in and of itself, and perhaps beyond the scope of this blog as well. But I reiterate, the best way to turn a press release into a story is to pitch it.

That’s why choosing to gravitate around a couple of sectors is crucial. First, it enables you to target. Having a health insurance story isn’t enough. Should it go to the reporters who cover the consumer side, the technology side, the policy and political side, or something entirely different? Let’s assume it’s a consumer story – is it a tips and tricks? A trend story? You can see where this is going, so I won’t belabor the point. Knowing some things about a particular sector, the reporters who cover it (and what aspects they cover), etc, is invaluable, because it enables you to be a useful provider of content rather than just another press release.

The other, related, and more important reason is that specializing in certain sectors helps you build relationships with the press. That’s good in a couple of obvious ways. First, it helps get your calls answered and emails read. Having an existing relationship with a reporter, plain and simple, gives you a better chance of turning your client’s release into a story.

Second, relationships help you give more value to your clients. Let’s take our health care example again. Say that, over the past year or so, you’ve pushed a few releases around, pitched them well, and gotten some stories. Then, out of the blue, a reporter you’ve talked to a couple of times shoots you an email – do you know someone he or she can talk to in the next hour about ways to save on health care for families with teenagers? Well, you’re not a flack, but it turns out you have a client who would be perfect for that, and you set it up. You’ve just given your client a mention in the press for the price of a phone call or an email on your part, and dramatically increased your value to the client.

And third, it can help your bottom line. Back to the reporter query in the previous paragraph. If you’ve done enough writing in the health care industry, maybe you can be the reporter’s source, and you’ve garnered a nice clip to show off to potential clients. You’ve added value to yourself as a freelancer.

And finally, who knows? If you don’t have a foot in the PR pond yet, you might find it’s something you dig. I came into this business through the back door, going from PR to freelance writing, but I still do some PR consulting on the side, because I enjoy it immensely.