Public relations went through specialists and marketers, but its impact may need to reach its goal. It is only worthwhile if it goes to the right audience. Therefore, distribution plays a big role in any campaign. If you are a new marketer, keep in mind to include distribution in every campaign to ensure a wide reach.
Why do you need to know about PR distribution? Public relations spread the word, and distributing shows an effective return on investment. If you do not include the best channels for distribution, the campaign will not generate new leads. Check this guide to see where you can improve efficiency.
What Is PR Distribution?
PR distribution involves delivering media and content in various channels to the audience. It connects brands and businesses to digital media that follow news distribution. Various networks utilize PR to deliver the right message once the content circulates.
Distributing The PR Campaign
After writing the press release, the next step is to publish the content to start your campaign. It may be as simple as clicking the publish button, but how do you determine which? Distribution does not stop at publishing, and you must check the situation.
You can use the media dashboard to monitor the current coverage of your campaign. Fortunately, most social media sites can give you the numbers. You can use marketing software such as Google Analytics if you want a wider reach as suggested by Mid day.
Ways To Distribute PR
It is a time-consuming process to distribute PR. But it is worth the investment when you have good relationships with various people. Some companies prefer to do their own PR, while others hire agencies to do the work. Either way, it provides a good amount of coverage.
Here are some ways you can distribute the campaign:
- Personal Distribution – Personal distribution is the most time-consuming method. You can do this approach if you have an established list of media contacts. Since you will do this yourself, you must contact them individually and give your best pitch.
You can do this through social media sites such as LinkedIn, Twitter, or Facebook, whichever has the intended audience. Keep in mind to practice professional communication in every contact you talk with.
- PR Distribution Services – PR distribution services use various PR agencies who know the campaigns’ ins and outs. They have contacts with journalists, influencers, and bloggers and publish the content in one go. This method reaches more people with the sheer size available. These services come in two variants, free and paid distribution.
Free distribution is for budget-conscious companies who want to test the waters. On the other hand, paid distribution is a way to gain wide media coverage. However, it comes with a cost, and it is up to the company to invest in distribution.
- Individual Outreach – Outreach relies on direct distribution to the intended media personnel. This method varies depending on availability, and you use their preferred method to contact them. Outreach utilizes response and relationships. You can do a follow-up if there is yet to be a response from the recipient.
Distributing your PR campaign is another step in the marketing process. You get to assess which method works best for the brand, whether paid or free. You can do individual distribution or outreach if you have a relationship with media outlets. Once you land a place to publish your content, it leads to more exposure beyond your target audience.
Edwin Deponte is a motivational writer who is also passionate about anything digital and social media marketing-related. Lately, he has ventured into writing more about press releases and how they can help brands gain more exposure digitally. On his free days, he spends his time indulging in digital and social media marketing books.
Vivek is a published author of Meidilight and a cofounder of Zestful Outreach Agency. He is passionate about helping webmaster to rank their keywords through good-quality website backlinks. In his spare time, he loves to swim and cycle. You can find him on Twitter and Linkedin.