Learn these simple principles and take advantage of the promotional opportunities press releases provide. (They're FREE, too.)
Don’t ignore press releases because you're intimidated. Keep these things in mind and you can submit with reasonable success.

Forget the “spam” mindset. Receiving “masses of unsolicited mail” is their job. Bulkmail them! They need you. (I know, it’s an odd concept.) Think concept, not format. There is a format, but you could send it in on toilet paper if it’s newsworthy.

You don’t have to go down there either. They’re writers; they like to READ things, not HEAR them, so phone calls and visits aren’t their favorite thing. If they call, don’t expect a lot of small talk.

By content, I don’t mean great writing, I mean news – juicy, timely news. Use spellcheck, but they’re writers; you’re the supplier of the material. State the purpose clearly. Don’t use any attachments. Respect their time. Their deadlines are relentless.

Only the naïve “follow up” a release. Don’t bother with phone calls and faxes. It’s like dating – if they want to talk to you, they’ll call.

If you want an ad, buy one. A

Don’t tickle the gorilla. If you summon the press, be ready when they get there. Know your data and have it on hand. If they ask for more, email it within an hour.

Get your contact info on the release. They won’t be looking you up in the yellow pages if you forget your phone number.

Last but not least, it’s a numbers' game. Send it to appropriate editors, but don’t be shy. Getting selected could be as simple as trying another editor another day. If a train in your town has a chemical spill the day of your event, you’re out, but it’s just bad luck. Nothing personal or permanent.

About the Author

Susan Dunn, The EQ Coach, GLOBAL EQ. Emotional intelligence coaching to enhance all areas of your life - career, relationships, midlife transition, resilience, self-esteem, parenting. EQ Alive! - excellent, accelerated, affordable EQ coach certification. Susan is the author of numerous ebooks, is widely published on the Internet, and a regular speaker for cruise lines. For marketing services go here.