The press release is rarely a one-shot deal. More often, to be effective, a series of press releases need to be sent. Each week, find a new angle for your release to keep your name or your company’s name or product out there.

For example, we did a press release announcing the release of a musician’s new album. He started getting phenomenal feedback from the press, radio and TV. The following week, we featured the news of the radio and television station coverage and when and where he would appear. Brief reminders of who and what the person or product is about should be included in each consecutive release, as a reminder. Change the wording of the repeat information and present it in a different way.

Each week, write a release following up on the media interest. When you run out of new interest, find a new aspect of your product or service and elaborate on that. Remember, keep it newsworthy to keep your name in the news.

In today’s high-tech age of mass communication rapidly disseminated, just one press release is generally not enough. While you don’t want to ‘flood the market’ with repetitive information, it’s important to keep your news on the forefront of media attention. In the many requests we’ve had to distribute press releases for businesses, small and large, we have found that once a week is a good barometer to measure the media interest. This is not to recommend sending the same information every week. You send a press release once a week with a new piece of news or a new angle to your product or business. Every improvement you make to your product is essentially news to the public. Each addition or change to your product is news. Couch it in interesting terms and angle it for media interest, and you have your name in print on a regular basis, an ideal situation for any business hoping to draw clients or customers.

Putting Together A Weekly Campaign

Each week, find a new angle for your release to keep your name or your company’s name or product out there. For example, we did a press release announcing the release of a musician’s new album. He started getting phenomenal feedback from the press, radio and TV. The following week, we featured the news of the radio and television station coverage and when and where he would appear. Brief reminders of who and what the person or product is about should be included in each consecutive release, as a reminder. Change the wording of the repeat information and present it in a different way. Each week, write a release following up on the media interest. When you run out of new interest, find a new aspect of your product or service and elaborate on that. Remember, keep it newsworthy to keep your name in the news.