The Skinny on Press Release Submissions

PROVIDE A PHOTO

A press release is more likely to be picked up if it’s accompanied by a photo that adds value to the story. Include one or more persons in your photo, even if the story is about a building or piece of equipment. When staging a photo, ask people to wear solid colors, remove name badges and keep the background as distraction-free as possible. Along with the photo, send a caption listing the name of each person and how they are positioned. Give the name of the professional photographer, if there is one; otherwise, make it clear that the business is supplying the photograph. The publication wants to be able to attribute the photo correctly with information you provide.

DO YOUR RESEARCH

Some newspapers accept both press releases and photos as attachments, while others accept photos as attachments but want press releases embedded in emails. Research each publication’s preferred method of receiving news releases electronically. If the email address for submission goes to an individual, rather than a general email mailbox, the contact may change. Watch for indications that your press release is not getting through to the correct person. Most publications do not acknowledge receipt.

THINK OUTSIDE THE BOX

When considering where to submit press releases, local daily newspapers and regional and state business magazines come to mind first. Depending on the nature of your news and how broad its appeal, also consider submitting your press release to local chambers of commerce (which usually have a newsletter that includes member news) community newsletters, and alumni and industry publications.

IMPLEMENT STRATEGIES TO INCREASE PICK-UP FREQUENCY

While there is no certainty that your press release will be published, newspapers, business magazines and newsletters devote some of their space to concise news releases that: use the appropriate (AP) style, are accompanied by a photo that is captioned and attributed correctly and is submitted using the preferred email format. If you haven’t written and submitted a news release, or if you have submitted news releases without much success, incorporating some of this “skinny” on submitting your news may increase its likelihood of being published.

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