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May 07, 2010

HOW TO: Geo-Target Your Press Release Distribution

We were recently approached by a non-profit who wanted some quick advice on how to target the distribution of their press release to a specific city (known as "geo-targeting"). This is a great question, because there are so many press release distribution services that boast national exposure to major outlets; but what if national distribution isn't what you want? What if you just want local coverage of your news?

Now, it should be pointed out that before you think about distribution, you should think about how to geo-target the content of the press release itself by using city- or region-specific keywords. There was a fantastic suggestion we received via LinkedIn: “Lots and lots of freelancers and journos cover areas in which they aren't located physically. You wouldn't want to miss coverage by focusing the actual distribution of the message on a specific area.” With this in mind, you may want to consider national distribution.

We set out looking for the best tools and methods for local distribution of press releases, and we came up with some very interesting solutions that are simple and either no-cost or low-cost.

No cost:

• PRLog.org – allows you to select specific geographic areas where you want to target the distribution of your press release.
• Send to local AP bureau – Yes, you can fax or email your press release directly to your local AP bureau. It’s surprisingly effective in getting local coverage. You can find contact info for your local bureau here.
• Research and compile a list of local online and print pubs, along with contact info (reporter/editor name, email address, fax number), and send your press release straight to them.
• Your blog – look for local blog directories (i.e. outside.in) and add your blog to them. You can then post your press release directly to your blog and geotag your posts so they will show up in these directories.
• Tweet a link to your press release and include a hashtag for your city (i.e. #DC, #NYC, #SF, #Chicago).

• readMedia - this is a distribution service that allows you to choose local media offered in their database and target your press release just to them. Jason Falls offers a more detailed explanation of the service here.



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June 11, 2008

Make Millions Make Change


Make Millions and Make Change - Get more Business Plans



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August 18, 2005

Non-prof marketing badges

(seen on  The Rhetoric Of Me with a pointer from Chris Dover)

The American Cancer Society continues to be an innovator in the world of non-prof marketing and fundraising. Here's their download page where you can grab a badge to fight cancer.

Orgs sometimes forget the importance of the marketing download page to spread the word. Download pages make it easy for folks to display, link, tell others and is mission critical! Pages typically include links, banners or buttons and blurbs for lists and newsletters.

Hey, maybe we should check to see if these marketing pages are on Chris Dovers list and add it if it's not.

Another nice 'spread the word' page is the Skoll Foundation's Uncommon Heroes. You can check out some other blog badges at the Blog Business Summit, going on as we write... We'll have to find (or create) some examples of these marketing pages for orgs that don't have unlimited budgets ;-)



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August 12, 2005

Strength.org offers RSS

I spend a lot of time explaining the benefits of RSS/Really Simple Syndication to non-profits and companies. Here's a Washington, DC based non-profit that makes their latest news available via RSS. Share Our Strength has also incorporated blog like features into their website.



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August 11, 2005

Blogs and Community Building

Diva Marketing points to an American Cancer Society blogging effort and then some. Lisa Stone and RelayBlogger are featured here. Chris Dover (aka RelayBlogger) has also asked for feedback from the Relay for Life blogging effort.


Another great community effort was recently launched by the March of Dimes. Nancy White and Lee LeFever, of commoncraft (and MOD members!) are responsible for this effort. 

It's great to see national, branded non-profits blogging and (still) building communities (especially around advocacy issues). Non-profits understand 'community building' more than corporate America does-- that's for sure. What's interesting is that you can talk to a company about blogging but mention the term community building and eyes start to flicker. And, blogs are all about community building.

Speaking of community building, Nancy White has an interesting post about the changes that blogging has brought to her onlinefacilitation listserv. These days, I wonder if blogging has done (or will do) to email what email did to newsgroups.

Back to Chris Dover's excellent best practices list he's compiling, I want to take a closer read and offer input but one organization we can all learn from is Spirit of America. They have done a particularly good job of engaging the blogosphere, fundraising and getting mainstream media exposure.

 

 



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