Marsha Friedman of EMSI writes how your press release doesn’t stand much chance of getting media coverage. In fact, chances are pretty low. Is that discouraging? In a way, yes. However, if you want traffic for your web site and more content online that links to your brand name it doesn’t matter.

In fact, most stories aren’t strong enough to get you coverage. Most small businesses either don’t do anything newsworthy enough or they need to enlist the help of a PR firm to get actual coverage. The problem is most can’t afford one. That’s why I wrote my book about online press releases – because your press doesn’t have to be read by people or be picked up by the media to be effective. It can still build links and get interest through search engines and social networking web sites. Your own community and tribe will care, can link to and share your news.

But let’s say you do want media coverage. Marsha gives you some options.

If it’s an event you can usually get it listed in the calendar of your local newspaper or web site.
What to do:
1. Summarize the event with details like who will be there, who should attend, time and place. Be brief.
2. Send it to calendar editors of local print publications. You can usually find their email addresses or link to submit events on their web site. For example, in Utah there is a Utah Business Magazine. You can get on their events calendar and in their email newsletter by submitting a request on their web site.
3. Follow up with a quick phone call.

Also make sure you list your event on LinkedIn – it’s easy and it’s free at http://events.linkedin.com. I like to check LinkedIn for events in my local area that I could possibly speak at or attend.

Many people don’t value the incremental and building traffic and momentum you can get using an online press release. It doesn’t have the sugar high of seeing your name in print. It may not be as sexy but a comment I left on a New York Times blog got me as much traffic as submitting to dozens of free press release web sites. It continues to send people to this blog practically every day.

An online press release strategy doesn’t take the place of getting traditional media coverage. One high level placement can be worth millions. But it’s also expensive and not within everyone’s reach and certainly not often. However, writing, optimizing and submitting online press releases are a low cost strategy that you can do in addition to or by itself to build some publicity online.

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