Press release distribution is the best way to hit your mark

When you send out a press release, where does it go? If you're like most public relations professionals,you probably maintain a list of journalists and important editors in an Excel spreadsheet. And when you want to contact them, you send a BCC email to all of them with your press release and any attachments.

But do your journalist contacts read the email? Do they even receive the email? Or is it considered spam? Or are the attachments so big that the journalists' email servers bounce the email? Often you will never know, and that ultimately can destroy your PR campaign and create confusion about the impact of your press release.

At Isentia, our Connect service gives you the tools to maintain, monitor, and distribute your important press releases. We are readying our Connect service for all our China customers now to be available later this year. In the meantime, we have a special China Newswire service at www.ChinaNewswire.com that makes sure your corporate message hits its mark and gains great online visibility.

So how does Connect work and why is it an important part of your PR arsenal? Isentia has a team of researchers across Asia compiling and researching the latest movements and details for journalists. We track who they are, what they write about, and where you can find them online or in print. So when you craft your special company message, you can then login to our Connect service and send to a specific group of journalists in our Isentia Connect database.

For example, if you are a hotel in Chengdu and you wish to contact travel and leisure media in Hong Kong, you can easily select only to send your release to that group of reporters in Hong Kong. Plus, Connect allows you to import your own Excel list of journalists, so you can send to both your own list and Isentia's curated list.

And if you wish to use China Newswire, the functionality is similar. Again, you can select a group of journalists and then target your media release only to that group of important writers and journalists.

China Newswire adds a special feature too where we can guarantee you coverage on many important media in China. For example, this month we sent out a press release for China Money Network's new venture capital index. Not only did we send this press release to over 7000 journalists in China, but we also got it placed on dozens of important media such as Sina.com and FintekAsia. Plus, FT.com mentioned the report and had a link to the report in one of FT.com email newsletters.

So the impact for the client was great -- they sent out a press release to a group of reporters and we amplified the message by placing the release on our media partners' websites.

Any PR professional with an Excel spreadsheet can easily email 7000 journalists, but can they guarantee exposure on top media? This is the value-added feature of China Newswire and Isentia's upcoming Connect service in China.

We'd love to tell you more about our services, so be sure to contact Isentia's business development department for a demonstration of how we can provide you great amplification of your important company announcements.

by 刘文森
In Issues & Commentary.

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