Distributing a press release involves more than just sending out a document. It's about strategically disseminating your news to targeted media outlets, journalists, bloggers, and other relevant contacts to maximize its reach and impact. Distributing a press release increases your chance of securing media coverage and amplifying your message to a broader audience. Here's how to do it effectively:
How and Where to Distribute a Press Release
Here are some of the common channels you can use to distribute your press release:
- Email Outreach - Directly email your press release to targeted media contacts, journalists, and influencers.
- Social Media Platforms - Publish your news on relevant platforms like LinkedIn, Facebook, Instagram, Twitter, or YouTube. Consider promoting your release with paid advertising to gain wider reach.
- Website - Publish your press release on your website s news section, or as a blog or video post. This helps to keep your website content fresh and relevant while also providing a centralized location for interested parties to learn more.
- Traditional Media - Consider reaching out to local or national TV stations, newspapers, or magazines, depending on the newsworthiness of your story.
- Wire or Press Release Distribution Services - These online platforms offer paid and free options to distribute your press release to a wider network of media outlets, bloggers, and websites. Choose a service that caters to your target audience and industry. Be sure to read the terms and conditions carefully and choose platforms that cater to your target audience. Here are some examples: PR Web, PRNewswire, PRLog, Newswire and Business Wire.
- Industry or Professional Organizations - Share your press release with relevant professional or alumni organizations you are affiliated with.
For major announcements or high-profile cases, you may want to consider holding a press conference as an effective way to garner media attention. Additionally, consider including a media kit with your press release or providing it upon request. This kit can contain relevant background information about your law firm, the individuals involved in the news, and any visual assets like press photos.
Following Up and Measuring Success
Don't wait for media coverage to come to you. After sending your press release, follow up with targeted contacts within a reasonable timeframe (usually 1-2 weeks) to reiterate your story and offer additional information if needed. Remember to be polite and persistent, but avoid being overly aggressive.
You also need to track the success of your press release distribution efforts. You can do this through the use of website analytics tools to monitor website traffic, social media engagement metrics, and online mentions. This will help you understand which channels are most effective and inform your future PR strategies.
Ethical and Advertising Rules
It is your responsibility to make sure your PR activities are compliant with your state s Bar Association Advertising Rules and Regulations or the American Bar Association (ABA) Model Rules of Professional Conduct. This includes any vendors you hire to assist or manage your PR efforts.
By strategically distributing your press releases through a combination of these channels, you can increase the visibility of your law firm, attract media attention, and effectively communicate your news to your target audience. Remember to track the results of your distribution efforts and adjust your strategy as needed to achieve the best possible outcomes.
Additional Resources:
Watch for upcoming How to Track Results of a Press Release, How to Set Up a Press Conference, How to Prepare for a Media Interview, How to Prepare for / Handle a PR Crisis and How to Hire and Work with a Public Relations Agency. In case you missed it you can also read Building a Legal Marketing Press/ Media Database, Is Your Legal Case PR Worthy, How to write a Press Release, and How To on How to Pitch the Media.
