Michele Borowsky - Spread the News
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Hi Deepa,
You ask really great questions. The first thing I must tell you is that the news media have become accustomed to and appreciate receiving emailed press releases. But never ever send your release as an attachment. It will be deleted immediately!
When sending out your release to the enormous number of daily newspapers in the country, always make sure that it is timely and newsworthy and sent to the appropriate recipient. As an example for your jewelry line you would send out your release to the various fashion editors or life section editors or weekend editors, etc. If I were sending out a release about my media exposure management firm I would send it the attention of the various business editors. For your firm the business section could be appropriate as well, depending upon the content. Maybe you will begin to make your line available to retailers (I don't know if you already do). This would fall under the heading of business news. Or if you hire a new account executive. This also is business news. I'm sure you get it.
When dealing with weekly newspapers the timing is dependent upon the publication date of the paper. If its a Friday publication usually the close date is two days prior on a Wednesday. So your release would need to arrive by Monday to be considered for that week's edition.
For monthly magazines they generally have a deadline of 90 days prior to issue date so your information would have to be sent very early.
There are still companies that use press kits. These can be very expensive to produce and would include a full color printed folder with inserts included. Very costly and of course it would land on the pile of all the other press kits they receive.
I always recommend to business owners to go the daily newspaper route. First, being that there is an issue produced every day, they have a very high need for content and appreciate receiving news and information that their readers need to see.
In reference to the lists that I have available, just choose which editors emails are appropriate for your business and then enter them into a Distribution List in Outlook. When your release is ready just click this distribution list for the send to and off they go. I have mine separated by state. For some clients I only use specific states, particularly when a special event is involved. For my own business I send out releases to the entire country on a monthly basis.
It is really a necessity for business owners to use offline major media for the dissemination of their news and information and not just rely on the online PR sites. Most of these sites will accept anything and they have thousands of submissions so for someone to get to yours is not an easy thing to do.
I hope this all helps.
Best of luck to you,
Michele Borowsky
http://SpreadtheNews.net
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