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While press release writing is important, press releasedistribution plays an equally important role in your return oninvestment (ROI) with this marketing / public relations tool. Because without targeted distribution, many prospects, clientsand other interested parties may not even read your latestannouncement or hear about it via other channels; TV, radio,print publications, etc.

In order to bring your news to light with more of your targetedaudience, try some of these tips for a more successfuldistribution:

Media List Management

Start a folder on your computer and in hard copy form for medialists in order to keep a list of contacts readily available andupdated. Identify media outlets - both online and off - inyour targeted industries; for example: Business and Marketing.Add local, regional, national and International channels tocover television, radio, newspapers, magazines, onlinepublications, newswire and other services.

A targeted media list is an invaluable tool for most businesses.The best way to build your list is to carefully watch, read andlisten, then track media publications and shows, and to identifyreporters and producers who would be interested in your story.Contact the media outlets as needed for their most recentcontact name, email address, phone and fax number, beforesending your information.

Tip: Using a contact management software program such as ACT! orMaximizer for this purpose can help you build and maintainrelationships with the media. Even using Excel to create yourown spreadsheets helps with organization. There are several sources online that will help you build yourmedia list; however, keep in mind that not all of these sourceswill have up-to-date media information.

Newswires

Newswires distribute your press release directly to editors,other media outlets like Routers and they also publish the pressreleases on their website. Many journalists rely on newswiresites for information and story ideas. Wires are often used bylarger companies and non-profit organizations. They have theadvantage of immediately reaching a broad range of media outletsacross the country. The cost is usually $275 - $600 to send asingle release, with pricing based on the number of words inyour release (a minimum word count will usually apply.)

Mail, Fax, or Email

You can send the news release directly to the media yourself,using the mail, fax, or email. When in doubt about the bestoption, ask the journalists you will be sending your release to.This can have the advantage of creating a more personalconnection with the people you send the release to. It can alsobe a more cost-effective option if you are targeting a smalllist of journalists.

Database Building

Newswires offer a fast way to send your press release to a largenumber of editors. However, you can also build your own list ofmedia contacts using any of a number of media databases. Mostcharge either a monthly, annual or per use subscription fee. Search online for 'media databases' and 'media lists.'

Timing

It is best to send your news release early in the day and youwill have a better chance of getting your story noticed if yourrelease is not sent on a busy news day. For example, sending anews release out as a major strike or natural disaster wastaking place would not be good timing. Monday and Tuesdays areusually busy news days and by Friday most assignments have beenhanded out as journalists get ready for the weekend.

Helpful Tips:

1. Don't send email press releases with attachments - they willbe deleted immediately upon receipt.

2. If sending an email release, make sure to write the releasewithin the body of the message.

3. Don't bug editors. Editors receive hundreds of press releaseson a daily basis. Chances are you will irritate most editors bymaking a second contact to ask if they received your pressrelease.

4. Know editor's deadlines. If you are sending a time-sensitiverelease, don't expect a magazine editor to cover your eventscheduled for next week. Find out what the appropriate "leadtime" is to send your press release for possible distribution intheir media.

5. If writing about a web site, make sure the site is updatedbefore you send your release. Editors will visit the site ifthey have an interest in your product/service.

6. For further assistance and other helpful information visitwww.prweb.com

So when you focus on getting your press releases out, focus ondistribution, too. Try some of the tips above to increasesuccess with your promotions, and keep a copy of the these tipsaround for handy reference!