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Regardless of whether you collect and manage
your own press distribution list or you use a
service to do it for you, it is important that
your release is sent to garner the maximum amount
of attention.
Follow these steps to increase your chances of
having the press release printed.
1. Send the Release Not the Link
Send the actual press release to the press. Do
not summarize the release or send editors a link
to the release. Editors might be reading email
in transit or off-line, and will not click through.
2. Send Text not HTML
The release should be sent as plain text not as
HTML. Keep it simple. Text is easier for the editor
to extract copy from.
3. Use a Relevant Catchy Title
The press release title should be used to attract
attention. That said, the release title should
not be misleading or contain inaccurate information.
4. No Attachments
Do not send the press your release as an attachment.
Send it as part of the actual email. Attachments
are often ignored due to virus concerns. Additionally,
do not send the release as a pdf, as it is impossible
for most editors to use a pdf release without
retyping it.
5. Fax is Dead
Cutting and pasting is the way of the world. Editors
want to receive the release in a format which
makes it as easy as possible to use. If an editor
receives a faxed release or a release that is
all hype, they will simplify disregard it and
select a release that is easier for them to work
with.
6. Type
Editors have no interest in retyping releases
so that they are in a digital format, nor do they
have any interest in rewriting releases which
are sales pitches.
7. Add Your Release to RSS
Add your press release to your RSS feed, this
will further increase the press release's distribution
and exposure.
8. Timing
Avoid sending a press release over the holidays.
Midweek is generally considered the best time
to send a release. Keep in mind some press release
services and websites require 48 hours notice
prior to sending or distributing the press release.
9. Review Copies
If the press expresses an interest in your software,
provide a free review copy so that they can fully
evaluate the software prior to writing about it.
Distribution Services
Mac Press Distribution
PR Mac - http://www.prmac.com
Windows Press Distribution (Software Specific)
SoftPressReleases - http://www.softpressrelease.com
DP Directory - http://www.dpdirectory.com
Post Press on the Web
PRWeb - http://www.prweb.com
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a Press Interview
How to
Post a Press Release
How
to Set a Press Archive
How
to Write a Press Release
How
to Prepare for a Press Interview
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Developer
101
How to Send a Press Release