Black Belt Web Marketing.pdf - Costa del Sol

11) Where to Study Other Releases for Ideas: If you feel you need more ideas for your press
release, go to sites that have a database of releases:
PR Newswire at http://prnewswire.com
Business Wire at http://www.businesswire.com
Microsoft’s media page at http://www.microsoft.com.
Since there are literally thousands to choose from you need be selective in choosing which media
to add to your database. Obviously, not all of them are candidates for your media campaign.
Set aside a folder or address group in your e-mail program for media contacts. You should start
from the beginning categorizing the media contacts on your mailing list according to the sources
below.
Information for Your Media List
Ideally, each media entry will this information:
Person’s Name: Just having the name of the medium isn’t good enough. Initially some media
sources won’t have the name of an individual associated with it. Eventually, however, you
want the name of an editor or reporter who is the appropriate person to contact. A name
permits a personalized approach which produces better results than a impersonal, no-name
approach.
Address: You need either an e-mail address, a fax number, or a street address to make contact. If
you have a name but no address you can search for the address. Media Web sites often
include addresses. Several large search engines like Infoseek link to a directory of net
users’ e-mail addresses. Other links are to White Pages directories where you can find
street addresses. Search by the editor’s or reporter’s name.
URL: Record the medium’s URL. You will want to visit the medium’s site periodically to see if
your story has been picked up, or to check on current and future content.
Description of content: Oftentimes the medium will publish a guide to the type of content they
desire. Make a note of it. If it doesn’t, summarize the typical article.
Editorial calendar: If the medium, particularly an e-zine, publishes an editorial calendar of
upcoming issues, note any that are particularly applicable to your web site or product.
Deadlines for submissions, if applicable: If the medium publishes a deadline for submissions, such
as an e-zine, note the deadline so that your submissions are timely.
Sources for Your Media List
Lesson 9 Pg. 19