Simply sending a press release will seldom, if at all, give you any press. Sure, you can use press releases to increase your link (if the press release distribution service you use actually give you a live link), but just using a distribution service is not a guarantee that it will be talked about by the media.

If you want more bang for your buck in terms of getting more results from your press releases, it is important to do your research. You need to make a targeted pitch. Media such as newspaper editors receive a lot of press releases per day, so you need to make sure that yours stand out among the rest.

For starters, be sure that your release format actually conforms to the standard press release format. Then make a list of publications that might be interested in your news release and your product. Include local publications as well. Contact the right editor/s and send your release to that person. One great resource that can help you in your research is Bacon’s Newspaper and Magazine Directory — check if the book is available in your local library.

Our section on publicity and public relations offer several articles on how to improve the effectiveness of your press releases