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  • Dirk Foster

The Press Release Challenge

Updated: Jul 15, 2019

You have your press release written. Now what? You've spent numerous hours editing, reviewing and rewriting the press release. You've discussed it with your team and everyone agrees it's time to share it with the world. This is the exciting time.


But what do you do with the press release once it's written? This is the challenge so many people face when trying to conduct their own public relations campaign.


There are numerous elements to any good publicity campaign. But almost every solid PR campaign starts with one simple thing -- a press release. A press release clarifies to anyone who is interested what you want to announce, crucial details, and a few quotes from someone in your management team who can shares their expertise on the subject.


Now that it's written, where do you send it? What do you do with the document you've spent so much time and effort trying to craft? Here are a few suggestions that might help:


1) Share it with friends and family

2) Email it to colleagues and business associates

3) Pay a wire service such as PR Newswire to distribute it

4) Develop a targeted media contact list


It's important to note that wire services can be very expensive, so do your research and learn everything you can about each particular wire service before committing any funds.


What's most important is getting your press release out to the right people. Building your own media list is usually the most effective way to share your news announcement. But keep in mind that it takes a tremendous amount of time to build a targeted media list that includes journalist who are interested in the news you're sharing. If your press release is an announcement about a new power tool, don't contact a journalist who only writes stories about food. It's a waste of their time and yours. Take the time to find the correct journalists who might be interested in your subject.



What to do with your press release once it is written is a time honored challenge but with effort and experience you should be able to share your news with many people who might show interest in what you have to offer.


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