As with most forms of marketing and publicity, it's best to do your
prep work well before you will need it. Start way ahead and you'll reap
the benefits. Leave it to the last minute and you'll be shocked at how
ineffective your efforts are.
Your Media List:
Having your
own media list that you develop over time is priceless because you can
build relationships with the people who have the power to help you.
Start
with a spreadsheet, set up some columns for the contact info and list
each publication down the left side as you gather them. Start with the
obvious, like your local papers and TV stations, and fill in more as you
think of them. Select publications that attract your audience and add
those.
* DO check their website for instructions on how to submit
press releases, and follow them to the letter (or risk having yours put
in the trash bin).
* DO take the time to find out the name of the
person in charge of receiving press releases so you can send directly to
them. Over time make the effort to get to know that person so they will
know YOU when they see your information.
* DO review their
"editorial calendar" so you'll know what they'll be writing about in the
upcoming year, and time your press releases to best advantage.
* Don't forget to makes notes about all of this on your spreadsheet.
Yes,
it's work and it takes time. But truly, it will pay off for you
handsomely in the long run. Artists have gotten more press releases
included in publications than I can count because they took the time to
call and speak to their contact person. They keep notes about them, and
each time they speak with them they build on the relationship.
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