Utilising Both The Online And Offline Media For Your Press Release
In recent times we have seen the definition of ‘media’ evolve beyond print, radio and television to include online forums, e-mail newsletters, live feeds and other Internet based mediums.
Having a great press release and then submitting it to only one type of media would be foolish, it is a job only halve done. It would create much more exposure for your brand to submit your press release to all relevant media, including on and offline contacts.
The value of results
Soon after submitting a press release media reports will start appearing. While some might be of more value than others, the total media coverage should be considered as one project. While online media offers more immediate exposure it is often also short-lived while printed publications offer a longer lasting effect.
Both on and offline media exposure, with the exception of radio can be strengthened by the use of imagery like pack shots of your products.
Keep in mind that different media types will require press releases in different formats, make sure that these requirements are adhered to at all times.
While a mention on a major TV show might expose you to a extremely large audience it may not translate directly into sales while an article in a speciality magazine related to your trade will probably have a much bigger impact.
While it is very difficult to calculate the value of different types of media exposure, your press release distribution company should be able to give you a detailed report. These reports should include the distribution list and all the places where your press release appears.
