Releasing the Release

You've written. You've proofread. And proofread again. You're almost ready to release. However, before doing so, make sure you have a catchy and concise headline that makes clear the point of your story.

Be very certain to include basic information in your release, including a contact name and, at a minimum, contact e-mail. Make sure this is a contact who will actually be available for contact after sending out the press release. Don't send out a press release and then be unable to return e-mail or telephone calls for a week. Hedge your bets and include two different contact people.

As mentioned earlier, e-mail has made sending out press releases a relative breeze. If you are sending the press release out yourself, and have not already compiled a database of contacts, you need to do so. As Cannell of Gnostic Lab says, "this is the biggest weapon in your arsenal." There are easily more than 100 gaming press outlets and they're all relatively easy to find with a quick Google search. Further, many of the online sites pick up news items from other sites, so you should be able to compile a wealth of data fairly quickly. While some are bigger in terms of audience size, you never know who is reading, so include them all. Generally speaking, you're looking for the "news" contact address.

When sending out a press release by e-mail, include the text of your press release in the body of your e-mail, versus as an attached Word document. You're just adding another step and everyone is increasingly virus wary of attachments. And please don't just put a link to your press release posted on your Web site. Again, don't create additional steps to get to your news. In addition, while most people have HTML-friendly e-mail, the best way to go is simple text format. If you absolutely must do HTML, keep your background white and your text black. This is news, not a "prettiest e-mail" contest.

If you use an outsourced PR firm, they will know how to get it out for you. They maintain their own press databases and have established relationships with the media. Using a professional PR firm saves you the time of compiling your own database and allows you the advantage of an already established relationship.

Press release distribution can also be facilitated through the use of "wire" services such as Businesswire or PRNewswire. If you want to release via one of these services, just be aware that the services are not free, and prices typically range anywhere from a couple of hundred dollars to a thousand, depending on the number of news outlets receiving the release.

If you're also releasing screenshots, a demo, or a trailer in conjunction with your press release, don't e-mail some monster file. Zip files when you can, and if the file is still over 1MB, upload it to your Web site and provide a link where the files can be easily downloaded. While you might have a screaming-fast Internet connection, many e-mail servers reject large files, so play it safe.

Finally, be as specific as possible in the subject line of the e-mail. "Press Release" just doesn't cut it. Journalists and editors are inundated with press releases. Don't make them jump through hoops just to get to the basis of your story.