Part Two: I Have My List But Now What? DIY PR
Send your press release in the body of an email (not as an attachment that can get stuck in a spam filter) with a brief personal note that tells the media person why their audience will be interested in your news. Ask if they’d also like to receive a photograph or other media –video, logo, audio, infographic — about your business. Add a catchy subject line and send. Follow up if you don’t hear back in a week.
Got an extra twenty-five bucks?
If you have even a tiny budget for publicity, you can supplement your DIY efforts with a distribution service called State Newswire. For as little as $25, the service promises to “send your news releases via email to all the daily and weekly newspapers, radio stations, and television stations in your state or city in a matter of minutes.” For local businesses, it works better than free release distributions that get picked up by general search engines.
No time for DIY publicity?
State Newswire is a good bet, too, if you have a few dollars but simply no time to build – or maintain — your own media list. Using a wire service may not be as effective as getting in touch with contacts whom you’ve researched and verified, but it sure beats doing nothing at all.