A zillion releases go out each day.

The Internet has made it incredibly easy to disseminate information. But when you send your releases out, do you know where they go? Do you know if anyone even reads them?

Your release is one of thousands.

Upon thousands. Upon thousands that are sent out each day to print and online news sources, blogs, web portals, etc. The majority of companies distributing releases don’t really know if their releases are getting into the hands of the right people. Their dissemination process is akin to putting a note in a bottle and throwing it into the ocean. It could wash up in New York City or it could float around for eternity. When you lack strategy, the effectiveness of your release depends on sheer luck.

A million-dollar message.

The first step to creating an effective release is crafting a message that will be perceived as valuable. If you want to get news coverage, you need to release news. Many releases fail because the headline and/or copy do not convey anything of importance. In contrast, the right strategic angle can garner you much free press, which is want you want.

Sending to everybody doesn’t mean you’ll get somebody.

Understanding media outlets and which ones are more likely to cover your industry and company is critical to the success of your release. Research will save you time and money, and ensure greater success.

Play the strategy card.

In other words, you want to think before you press release. Otherwise you’re missing out on opportunities for free press, which typically boosts revenue. To get the greatest return on your release, hire a company with expertise in PR strategies. Did we mention we’re experts?