Make sure your site is focused on a specific category of products. I cannot stress this enough. The editors will often check to see if your site features products that are in the same category as your product press release. This is one of the key ways you can get free publicity for your products. Because when you send out a press release on a new product, the editors will check your site to make sure that you offer similar products. Once they see that you offer a wide range of products in this same category, you will greatly improve your chances for getting free publicity for your products and website.
Target the right magazines for your products
I have talked to many people who are tempted to send out their press releases to every magazine available. I strongly advise against doing this. It is simply not effective and can even upset the editors when you send them information unrelated to their audience. It also reduces your chances of getting in the magazines if you are sending out press releases to every magazine category. The key is to stick with the most targeted magazines for your products and only email them with your product announcements.
Be consistent and patient while emailing the editors
It is very important to be consistent when you email the editors. Try to introduce a new product on a monthly to bi-monthly basis to the editors of the magazines. If you do it on a consistent basis before you know it, one of your products could be picked up in one of the magazines. It is also important to be patient with the process. You may not here anything for a few months and then all of a sudden you will find out that a magazine picked up your press release and is running it. On average it takes print magazines a month to three months to print your press release. For online magazines you could have your press release picked up within days or weeks. That is why it is important to target both.
Be prompt to an editor’s request
Be prepared when the editors contact you. Many times an editor will want to contact you and ask some basic questions about your company. Another reason they might contact you would be to include your product in their next issue. When this happens the editor will ask you for a 300 dpi photo of your product to be e-mailed to them so they can put it in the magazine. Through the years of doing e-mail press releases, I have learned to contact my suppliers before I send out a press release and ask them for a 300 dpi photo. I keep the photo(s) on file in a computer file folder marked “editor’s photos.” They are easy to retrieve, and since I already requested the picture ahead of time, I can just retrieve it from my file and send it to the editor within minutes of the request.
Follow up with a thank you note whenever you receive free publicity
Whenever you receive free publicity send a thank you note to that editor to let them know how much you appreciate the write up. This is also a good opportunity to let them know how the ad is working for you. The editors love to hear about the success you are having with their magazine.