Keys to Better Press Coverage

May 2005
by Diane K. Danielson

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If you want more press coverage, it’s time to focus on the journalists who can make it happen. I’ve spent the past year publicizing my book, while at the same time freelancing as a writer. That experience helped me increase my hit frequency and get quotes (and pictures) in hundreds of publications, including The Wall Street Journal, The New York Times, The Boston Globe, The Christian Science Monitor, and Health magazine.

How did I do this? Through relevant, witty, and helpful responses to queries from writers who were looking for the kind of material that I had. More specifically, I did it through ProfNet (www.profnet.com) and similar services, which disseminate journalists’ requests for information via email to thousands of experts and PR agents. Since I do my own publicity, I also use www.prleads.com to sort leads, so that I receive only those queries that relate to my book and my business. ProfNet costs $500 to $3,000/year, depending on your company status and desired sorting options. With flexible sorting functions, PRLeads currently costs $99/month for individuals .

Sure, building relationships with staff reporters and freelancers will help you get coverage, but that takes time, and most journalists don’t even bother culling through their lists of contacts, let alone press releases, when they start work on a piece. (That expensive press kit you sent? It hit the circular file.)

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