STOP THE MASS PRESS RELEASE: Build RELATIONSHIPS with the Local Press

PHOTO CREDIT: SiliconValleyWatcher.com

Disclaimer:  I haven’t sent a press release in almost three years.  I don’t believe in them.  So I may be biased.  However, when I DID send one…this is how I did it.

Let’s just get this one out on the table:  NO ONE GIVES TWO SH*TS ABOUT YOUR PRESS RELEASE.

Honestly – put yourself in the shoes of a journalist or a blogger.  Now picture this shouting email headline in your inbox from this person you never hear from…do you open it?  Of course not.

Have you ever thought that maybe that when you send that press release, there is an actual human being on the other end?

Hell – if you’ve built a tribe/community/village of people interested in your ventures, DO YOU REALLY NEED TO SEND A PRESS RELEASE?

That’s another post.

Instead of mass emailing every journalist/blogger in town, follow these steps:

1.  Identify local journalist and bloggers that you would like to build relationships with.

2.  Reach out to them to introduce yourself.  DO NOT ASK FOR ANYTHING.

3.  Reach out to them from time to time with story ideas and leads that have nothing to do with you.      Make sure they are GOOD STORIES.

4.  READ THEIR WORK.  Shoot them an email letting them know if you enjoyed it, but don’t be a bugger.

Now guess what happens?  You’ve not only started to build a relationship with this person, you have also turned yourself into a trusted street source for local stories.

Now send your press release.

But send it to the individual.  With a personal note.

And do not send it as an attachment.  Copy and paste it into the body of the email.

If they run it or post it in their blog – send a handwritten thank you note.  Maybe slip in a $5 gift card to Chipotle or something.

Bob Baker and Seth Godin, among others, have been preaching this for awhile, this isn’t my idea – I’ve just used it with great success.

But basically the idea boils down to this:  You have to GIVE to GET.

Again though – think about spending more time building your community of like-minded followers and you’ll never be beholden to press or radio.

I write a little bit about building your community in The Roots of New Music Marketing:  Throw Out the “Marketing.” But it really does deserve it’s own series of posts.  Enough rambling…sorry.

Link to source of photo:  http://www.siliconvalleywatcher.com/mt/archives/Die-Press-Release.jpg

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Let’s twiggidy twizneet:  @davemhuffman

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2 Comments on “STOP THE MASS PRESS RELEASE: Build RELATIONSHIPS with the Local Press”

  1. Justin Says:

    Excellent thoughts. Is there any value in mass press release online for SEO purposes? Such as improving rankings when a URL and proper body have been used?


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