Who Should Get Your Press Releases?

Not everyone should receive your press releases; not everyone will read them. Five well-targeted press releases will be much more effective than one hundred randomly sent ones. While press releases sent over Business Wire or PR News Wire reach a wide range of media outlets, it can be equally effective

Usually, the larger and more general the publication, the bigger your story must be to get coverage. If you are a small but growing Internet startup, you have better chance of coverage or a profile in the trade publication Internet World than in the more general computer magazine PC World. Regional business publications are also good places for growing businesses to target for exposure.

Envisioning a target and maintaining a focus is important even within a particular publication. If you send a press release to the general fax number at The Washington Post, chances are your fax will end up in the trash can. Press releases should be sent to a specific person, usually the reporter most likely to write a story about your company.

Most media outlets — offline and online — divide staffers according to "beats." At a general business publication, one person may cover the aerospace industry while another writes about hotels. At trade publications, such as the fashion industry's Women's Wear Daily, one reporter may cover Los Angeles-based shoe designers and manufacturers, while another reporter covers New York-based cosmetics companies. Leaf through your target publications to determine exactly who should receive your press release. In this way, you will discover which reporter typically covers your industry, and you'll gain a sense of the publication's syles and the kinds of stories to pitch to them.

Once you have identified the correct recipients of your press releases, make sure that your writing is up to snuff and that you include all of the necessary information. Follow the guidelines in How to Write an Effective Press Release for more information.

You may not have the time or the expertise to craft ideal press releases. If that's the case, consider hiring a PR agency or a consultant to write your press releases. See Do You Need to Hire a PR Agency to Write Your Press Releases if you're unsure of your needs.