Step #1 – Newsworthy Websites Generate Great Press
A successful publicity campaign using a press release requires a good story. You need to come up with something original about your site that will be interesting to the general public and not just to people involved in your niche subject. Two ways to get interest in your press release are:
1. Relate your press release to a topical issue that has recently had a lot of media coverage. Tie it to anything – as long as it has relevance to your membership site.
2. Tie your press release into a particular event, exhibition or tradeshow that somehow relates to your niche subject.
Step #2 – The path to profitable publication.
If you want to get your press release published offline, here are a few pointers:
Research your publication
Choose a publication that is suitable for your niche subject, and which will be read by your target audience. Read that publication regularly, and get an idea of the kind of articles they print as well as the tone used. Find out who the most appropriate journalist or editor would be for you to approach with your press release.
Make the call
When contacting the editor, your approach will be polite and professional. Always call before you send them your press release; busy people tend to delete unsolicited e-mail. If you get their voicemail, don’t be afraid to leave a concise message with the main angle of your story and your contact details. Call again if you don’t get a response for a couple of days. If you speak to them in person, introduce yourself briefly and then check if you are calling at a good time. Offer to call back at a more convenient time if necessary. Don’t launch into a sales pitch about your membership site. Briefly give the editor the details of your story in a straightforward way.
Follow up – quickly
Have a press pack ready before you contact the editor and send this as soon as possible after you have spoken to them. This will consist of your press release and any appropriate photos etc.