The next time you write a media release, try developing a specific page that adds more information about that release's subject on your website, then adding a link that goes directly to that page into your release in the BODY (not the boilerplate final paragraph) of your release.
For example, in the 3rd paragraph, refer the reader to www.yoursite.com/newproducts.html for some piece of information that they can only get through that URL.
Then put your normal www.yoursite.com link in the boilerplate final paragraph.
This allows you to:
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1. Track the results from your release by looking at the traffic to that page (this works even better if you can create some kind of special free information just for New York Times readers then refer them to www.yoursite.com/newyorktimes.html )
2. Get additional exposure of your message to the reporter as they hopefully visit your special page for more info
3. Get URL's printed that otherwise get lost as they slice off the bottom paragraph and throw it away
4. Make offers (free information, special pricing, bonuses) to consumers through press releases (admittedly, less reliably)
Want more info on how to kick your press releases to a new level? Try our Audio CD,
The Do-it-Yourself Press Release Makeover: How to Turn a So-so Release into a Wildly Successful One.
And for information on how to create a press release in the first place and for fill-in-the-blank press release templates, visit http://www.101publicrelations.com/pressreleasereport.html
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