More Spring Cleaning: Your Press Release List

Yesterday we spent some time making sure your media list is up to date. Today, let’s take a look at your press release list.

Since these releases are best sent via email, errors can leave an long-lasting digital trail. Look at the reports from the latest releases you’ve sent. Are the bounces consistent? Some emails bounce because a mailbox might be full, or the recipient’s email service might have some other temporary glitch. But if an email address consistently shows up in the bounced field, you probably have a bad address. A quick web search or a phone call will yield the correct address for press releases.

Is your reach extended far enough? From how far will customers drive to your store for an event? Pre-event coverage in area papers can help increase attendance numbers, so be sure to include daily and weekly newspapers from a wide radius surrounding your store. Area press associations often provide a list of newspapers with contact information on their websites. Here is a directory of state, regional and national press associations from the Newspaper Associations of America.

One reason email is the preferred method of receiving press releases is because editors are often pressed for time. By presenting something that can be cut and pasted and requires little or no rewriting, you increase the chance of it being used. Keep reading for tips to keep in mind when crafting your press release.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay