There are a few things to keep in mind to maximize the coverage of your press release and get the most valuable publicity from sending it to the media. Below are some tips to help you with your press release submissions.
Every press release has a specific time frame that will help retain the “news worthy” state of the information it contains. Some news has longer staying power than other news. A press release about a product launch may be able to go out any time before or after the date that the product is planned to hit the shelves of retailers, and a web site launch press release will be relevant as long as the web site remains in existence, even though you would certainly want the additional traffic generated by a press release to hit your site quickly upon its launch, to generate good initial sales volume.
We do suggest that if you are targeting retailers with a product, that you submit your press release for distribution when the product is set to ship to retailers, and not after it has already released. We also suggest that you send product press releases that are meant to get consumers into the stores to buy the product at least one week after the product is confirmed to be in all stores and available for purchase. The days are over when you can depend on a distributor to sell your products for you, they have too many of everything from too many companies on their hands to give you the individual attention that you want. Retailers are also very happy to see that you are promoting your product directly to the public, and many times they will consider that when they place their orders, giving you an advantage over companies that do not promote their products through the media, aimed to driving up consumer interest.
However some news has a very limited life span, and this is especially true if you are working on a press release concerning an event or appearance. As an example: If you are a feature dancer, and you know that you will be dancing at a club in Florida on July 4th, you want to get that information out to the adult media at least two days before that date. No editor wants to receive news about your dancing date at 5:00 PM Eastern Standard Time, on Thursday, July 4, when your first show begins at 9:00 PM EST on Thursday, July 4! This is even worse for an editor when the press release concerns a major event or party.
For events, it is crucial that you get all of the information to the press as early as humanly possible, so they can begin to make plans to cover your event. Why would you spend the time and money to plan an event, if you didn’t plan on it giving publicity to you or your company? Not only should you send out a press release with general information three to four weeks ahead of the date of your event, but you should also send a second press release 7 days before the event, so you can add updated information on performers or celebrities that are scheduled to attend your event. This also gives you a chance to remind the press and public about attending the event. Optimally, you will also send out a third press release, at least two days before the actual event date, again updating any information on performers and special guests, adding in information such as parking availability or dress codes and reminding the press and public about the event. This is also the perfect time to confirm guest list and press pass information, including the cut off date and time for these important lists. You may also want to send out a final press release after the event, so you can take advantage of the publicity generated by letting the press report how many people attended, what celebrities showed up and sending them pictures of the event to run in print stories in their next edition.
The Press Wire Submission: Timing Your Release
Since we just discussed how to time your press release send, it is a good place to add a reminder that The Press Wire does require a minimum of 24 hours after your credit card payment has cleared our payment processor for us to start submitting your press release to our contact data base. This means that an event that you are holding on a Friday night, should be submitted to The Press Wire for distribution absolutely no later than Tuesday at 10:00 PM Pacific Standard Time. When at all possible we prefer to send out all press releases late at night, so they are seen by the media when they first arrive at work the next day.
Professional Publicists note that press releases sent out on Sunday nights and Thursday nights tend to get the best coverage. Press releases sent out on Friday after 10:00 AM (PST) and any time on Saturday (PST), get much less press coverage, as do any press releases sent out the day before, or on, a holiday, and on the Sunday before a Monday holiday.
The Press Wire Editor’s Desk is open from 9:00 AM to 11:00 PM (California time) Sunday through Thursday, except on legal holidays, and on Sundays before a Monday holiday. We do not submit press releases to the media on any Friday or Saturday. Any wire orders placed on Friday or Saturday will be confirmed and processed on Sunday, after 9:00 AM PST, unless there is a holiday on the following Monday. This suits the best times to send out press releases from our Editors’ experience, so we do not think that it will be an inconvenience for our users.
Know Your Audience and Target Your Audience
If you are writing a press release for a product that is aimed at the gay market, you should send your press release to publications and web sites that run gay content. If you are writing a press release that will appeal to a straight and vanilla adult audience, then do not send it to a fetish or gay web site. Sometimes these audiences do cross, and some publications and websites have off shoots or sections that will handle all genres of the adult industry. However, it pays to be perfectly clear on what editors will be interested in whatever your genre is, so you maintain good relationships with all members of the press.
When you submit a press release to The Press Wire, we sort out the genres that your press release falls into, and target the press that will be most interested in your news. There is also a selection box on our submission form that allows you to choose which genre your news fits best in. We give your choice of genre top priority, however we will also submit your press release to the editors that we know have a large cross over audience or that have special sections for different genres. This gives you the widest coverage possible, and you may be contacted by publications or sites that you generally would not think of as “lifestyle” for additional coverage.
When a Press Release Becomes “Spam”
Many people believe that it is the quantity of contacts they possess that will generate the most coverage for their news. This is simply not true. If you are sending carbon copies of your press release to people that have no news outlet to place it in, you are “scatter gunning” your press release, and wasting your (and other’s) time. This may lead to your company emails being placed on “Spam” lists, and possibly having your email addresses blocked by entire email hosting services.
Here is a list of the types of contacts that you may have acquired during your tenure in the adult industry, and that should not be sent press releases concerning your company news; Other Publicists, another company’s Sales Staff, Marketing staff for another company, and web masters and performers that do not also run adult news sites. Most of these people have no use for your press releases, and at worst, they may take your news and become your direct competition in the market place, because of information contained in your press release.
The Press Wire contact base only includes validated press contacts. We only send press releases to people that have the ability to do something with your news. The Press Wire database is updated constantly, so we have the most current contact information for editors, bloggers and freelance reporters interested in content for news sites and publications in the adult industry.
The Most Important Part of Success is Being There
Whenever you send out a press release, plan to be available at the contact number you listed on your press release for at least 48 hours after the submission date and time. If at all possible, have any people that provided personal quotes to your press release available during that time as well. If a journalist wants to speak with you about your press release, they will usually give you one shot at the interview. If you are not available, they will move on to some one who is. When you use The Press Wire, all of your press releases forward the press directly to you for more information! This is why we notify you as soon as your press release has finished the distribution process. We would hate to have you miss an important story in a major adult publication because you weren’t available to the press once they saw your news.
A Picture is Worth a Thousand Words
Your press releases will be much more valuable to the media if you include good artwork to run with them. When you submit a press release for distribution through The Press Wire, we give you the ability to send up to five pictures with your news. Unlike other services, we do this because we know how important pictures are to getting stories placed. We also do not charge extra for you to add pictures to your press release submissions, because they are so important to the overall interest the press will give to your news.
However there are three things to keep in mind about the artwork that you choose to send with your press release, and they are;
1. Since this is the adult industry, pictures of performers will get you much more media play than only sending your corporate logo. You will always want to make sure to include your logo in your press submission, but if at all possible include at least one photo of a performer, even if it is your DVD cover, or the packaging of your product, that shows a model. Definitely do provide photos of your product, if you are selling a product. If you are sending out a business release, like a new hire, then a picture of that person is always suitable as well, regardless of whether they are a performer or not.
2. Try to provide a selection of photos with different “ratings”, if you have artwork with performers. We suggest that you include one “pretty” shot of performers, box covers or toys, one or two “soft” rated pictures, and two “hard core” pictures. While not every outlet follows the exact rules for what determines the “rating” they will run, we determine them as follows;
- “Pretty” – If at all possible, “pretty” shots are those where the model is wearing some type of lingerie, so you can’t really see anything, but the viewer thinks they can see something. The performer/model may be completely nude, but you can’t totally see breasts, nipples or genitalia. Bare buttocks on women are usually OK, however there should be no view of anything past her closed butt cheeks. While it is OK for men’s nipples to show in a “pretty shot”, his bare butt is even a hot button no-no for editors of some web sites and publications.
- “Soft” – The performer is naked, and you may be able to see their genitalia (male or female), however there are no toys or touching involved, and absolutely no insertion. For a few of The Press Wire’s contact list editors, no model can be touching any where near their genitals, even if they aren’t actually touching their privates and they are on full display. In this case, a woman or man pictured should not be touching themselves below the waist, even if they are completely nude and spread. While more web sites and publications consider “girl/girl”, (even with toys), as “soft”, it is best to make sure that at least one of your “soft” pictures has no touching or toys, as described above.
- “Hard” – This category is for any artwork that presents any penetration, bodily fluids, full nudity with intimate touching (solo or partnered) and anything else that would not be suitable for an “R” rated mainstream movie. The best way to think of this, is what would you not want to give away for free from your product. With adult fare, it is advisable to your bottom line to not give away the “money shot” for free. While you do want to give away some hard core with your press release, (it does play well with many of our editors, and gets picked up by gallery sites and for some magazines), we recommend that you limit your “hard” submissions to two, and that they not give away the most important performer in the movie.
3. The artwork format that plays very well for the adult media is 600 pixels wide by 800 pixels wide. For resolution settings on your artwork to run with press releases, our recommendation is to use 72 DPI (dots or pixels per square inch), as your standard. These settings give you artwork that is large enough for standard print uses, and also plays well on web sites. (A sample image in this size and resolution is shown below. It was created in PhotoShop, flattened, optimized and saved at the highest quality setting. )
As you can see, at resolution of 72 DPI, this image is very close to full page print size. By using this standard size, you will allow any print media to use your artwork directly from your press release, and this increases the chances that they will think about using your news for a fuller story at a later date. However, it is also a great size and resolution for web direct posting, so you maximize your chances for your press release to be run immediately online as well.
Please do keep “hi-res” copies of all of your artwork handy at all times, however. Many editors still insist that they need 300 DPI artwork for print publications, and if they do contact you for that size, it would be perfect if you could deliver an art disk to them in their preferred formatting. The Press Wire is unable to submit such large files to editors, as so many will not accept files over 1 MG in total, (that means all 5 photos together need to be less than 1 MG, not each!) we do not accept artwork files larger than 600 pixels by 800 pixels at 72 DPI, or image files larger than 500 KB each, because of file limitations set by our media contacts.