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:

Clients appreciate the B2B pricing model

Last week B2B Press was introduced at the biggest marketing communications event in Finland, Markkinointiviestinnän viikko. Our visitors have been very pleased to learn that we do not charge any fixed costs for using B2B Press. You pay only when you use, and for as many media as you  select.

This week we will launch B2B Press in Sweden, at Pack & Emballage 2013 in Stockholm, Kista. Welcome to our booth C:05 to see what B2B Press can do for you!

We will also have presence in Lucca Italy, at the 20th International Exhibition of Paper Industry, MIAC 2013, 16-18th October 2013.

Cooperation with international journalists

To assist our customers in finding a suitable editor for production of press releases and stories, B2B Press has agreed on cooperation with an international network of journalists – Clic Correspondents Oy (info in Finnish). Through this network you can find professional writers in many countries, journalists who know both Finland and their current home country.


B2B PRESS is public in Beta

2013-07-05 The press release self-service B2B PRESS is public in Beta mode since June. We expect this phase of the service to last until late August 2013.

What does Beta mean for me?

Beta means only that we have too little experience of using the service to be 100% sure that it works as expected. We have tested and fixed bugs, but still, you may come across something that doesn’t function the way you would like it to. Then it is either a bug or a feature. Please give us feedback about it!

You can use B2B PRESS to distribute press releases world-wide. Select media outlets from one or several countries, and one or many industry sectors. Prepare your press release with formatting and pictures. Make sure to create all needed language versions of both the text and the picture captions. Your media list will indicate which are needed.

How can I make sure that my press release reaches the media outlets?

The B2B PRESS team monitors the email traffic every Monday-Friday. Bounced emails are investigated. Most media outlets have several contact addresses. Your press release will be manually resent by the team if it seems that it did not reach the intended publication.

What will we develop next?

Currently the interface language is English. Before September 2013 we will add Swedish and Finnish for the benefit of our Nordic customers.

Yours truly,
Community host