Varun:

I visited the sites you posted and recognize that the sites have two distinct audiences. To attract attention from publications - either via traditional or online methods, getting the release into the hands of the right, relevant media is crucial:

The first site is targeted at a very specific audience: Products highly specialized need to be distributed to the media that cover that niche subject, in this case, people who produce publications - a very specific group of people, not the general public.

The second site would have broad appeal to consumers: Reaching mainstream editors that cover consumer issues requires a different approach.

Marketing is most effective when one uses the right tactics: issuing press releases regularly, looking to build recognition over a period of time. How your press release is positioned is an important element - an experienced editor will see right through a sales pitch. The editors you reach out to want to know what your product or service will do for their readership. Ensure you answer that question, and then adjust other elements to maximize potential response.

Two elements in your direct control that can influence potential pickup are:

- Timeliness
- Media attachment

Issuing press releases simply announcing a product is available does not drive an editor or producer to take action. By tying it into an event, season or other time sensitive activity, you increase the likelihood editors will take action sooner rather than later. Can you make a special offer that has a limited timeframe, so that people are encouraged to act now?

Including a media attachment - a photo, a graphic or chart - accomplishes several goals:

- It slows editors down to more closely evaluate what you're offering
- Even if they doesn't use it, your release got more time
- Most releases don't include photos, so the investment applied to add one to your release will more than pay for itself, if all things being equal between you and another story, your's gets pickup because you included the photo

When you're ready to release, keep in mind that print publications usually work up to three months ahead. Leave enough time to write your release or to find an expert who can write or edit one for you.

Best regards,
Melanie