Press release distribution strategies are unfortunately subject to a number of myths that can render them ineffective for many individuals and businesses. These myths are largely propagated by a recent flood of misinformed SEO "experts," freelance writers, consultants and internet marketers. However, despite the fact that communication technologies have changed, very little about press release distribution has changed. Let's dispel these myths in one sentence: Your news release submission strategy should only target relevant editors/publications, use links sparingly in the actual release and include a consistent, timely campaign of news releases even if there are no "huge events" going on in your company. Myths dispelled, but see below for the full story.
Press Release Distribution Myth #1: Send your press release to as many websites and media outlets as possible
Press releases are not articles and they don't get submitted to article directories. Instead, a PR is a news story that is only interesting to certain publications. Why would the editor of a weekly newspaper in Arizona care about your ice cream stand's grand opening in Toronto? Or why would the editor of a charity publication for people with cancer care about the website launch release for your upscale handbags? They wouldn't. In fact, your email or request for inclusion will be considered spam and it will be promptly deleted, and with any luck they'll ban you from further submissions.
This is the primary thing that most people forget when it comes to distributing PRs: publications are specific to a topic or region or both. Sending your news out to people who will only be exasperated by it is nothing short of stupid. Don't do it.
And consider this: if you're sending your press release out to websites that will accept any kind of release from anyone, how much value you do you think there is in the fleeting flash of the PR0 link that you'll get for about 15 minutes on these low authority sites?
Myth #2: Include as many links as possible
Yes, press release distribution sites do have more lenient policies when it comes to link inclusion than article directories. But abusing this privilege will only make you look like a spammy, gimmicky advertiser. Your release is a news story - it's not an advertisement. Two or three links in the release and one in the boilerplate are more than sufficient for both conversions and search engine optimization. The number one purpose of a press release is to inform. Don't forget that. If you want mega backlinks and conversions, try article marketing - but do that right, too.
Myth #3: You need a big event to issue a press release
No, you don't. You can submit a news release to media outlets for the following - and many other - events:
*Launch of new product
*Launch of new service
*Media contact introduction or update
*Changes in management or ownership
*Special events (including sales events)
*Moving to a new building/location
*Certifications or licensing
And on, and on. Remember, your news doesn't have to be earth-shattering. It only needs to be informative and relevant. Of course, the hotter and more relevant the topic, the better.
Myth #4: You should only submit sparingly
This myth is related to number 3 above, but for a variety of reasons. Primarily, many people outside of the media industry view press release distribution as a magical, extremely rare event that should only occur infrequently. This is exactly the opposite of the truth.
Companies that achieve great success with press releases submit them on a regular basis. They stay in touch with the media and therefore they stay in touch with the public. Some companies have a campaign that includes monthly or even weekly submissions, and there's never any shortage of stories.
Ultimately, it's all about quality: if you have real news, high quality writing and you submit to a high quality press release distribution list, you can significantly boost brand awareness, improve authority in your industry and dominate your competitors.