Select – localize – and go fishing



In January we shared some best practices for how to write a press-release that will accomplish its targets – increasing the sales of your products or services. Let’s now explore the distribution process in greater detail. You won’t see any results even with an interesting headline and a well written press release if the recipient is not right, the language isn’t understandable or it never reaches the intended media.

Select your audience carefully

A careful selection of media means that you analyze what type of readers / viewers / listeners are potentially interested in your news – and do not flatter yourself. Discuss with peers, but also good honest friends that aren’t in the business. Parents tend to think that their baby is a miracle, others consider him someone else’s kid. The same goes for your products.

Many distribution services offer you only generic media lists like “Te
chnology”, request more! Technology is such a wide field; the media dealing with PCs are completely different from the media specialized on software for process industry.

In you can select and combine around 800 business categories and 160 countries. By searching with different key words you can find media that is specialized in your field of business. After that you can view each publication and remove those that aren’t relevant. You can save your media lists, make copies of them and optimize each copy according to the news at hand.

Localize, localize, localize

Media is overloaded with press releases and news texts. A text that arrives to a French / Italian / Russian / Spanish etc magazine in English has small, if any, probabilities to be published. You will have to localize your text to have a chance. A translation is the most obvious way to localize. Think also about localizing customer cases if at all possible. If you have a Greek customer you can refer to, don’t settle for the American case in the Greek translation because you had that in your English version. If you mention units, please convert to the local units if they are different.

The news distribution service tells you what languages are needed and prepares a separate page for each version. When you have uploaded your translations it will distribute your press release in the correct language to each media.

The B2B Press team monitors the distributions and re-sends press releases to media who may have changed their contact details recently.

“Some like it hot, some like it sweet” – go with a multi-channel approach

Publish your press release in at least one place and invite visitors through multiple channels. In you publish your press release in one or several languages, and you send it to your chosen recipients, with pictures included. Don’t settle for services that cannot include pictures. A good picture will raise a much bigger interest than a brilliant text.

Once you have distributed your text, maximize its impact by inviting visitors through a variety of channels. Use a URL shortening service like to create a tiny URL, and yes is another one. Use that short address in your Twitter account, Facebook, LinkedIn… What? You don’t have any of those? Well start there then. A dialog with your customers, stakeholders and potential audience is increasingly important. In the next blog post we shall have a closer look into how you go fishing for more attention to your press release.

Check it out! Free registration and media planning, pictures in the release:

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