After you draft and final edit your press release, send it to St. Louis media outlets for possible publication or airing. Increase your chances of this by targeting the specific media outlets that would be most interested in your event, contacting the right person or department for press releases and following all guidelines required.
Sending Your Press Release
Make a list of St. Louis media outlets and publications you might want to submit your press release to. Include general newspapers such as the "St. Louis Post-Dispatch" and the "Riverfront Times"; broadcast television channels such as KMOV CBS, KSDK NBC, and KETC PBS; and radio stations such as KMOX, KTRS and WEW.
Add to your list St. Louis magazines and city guides such as "St. Louis Magazine" and the "City of St. Louis." Don't forget to include niche publications that deal with specific subjects such as business or sports. For example "St. Louis Business Journal" is oriented toward business in the area while "St. Louis Sports Magazine" is directed towards sports aficionados.
Eliminate or cross off any media outlets from the list that you or your company are not interested in being associated with. Further narrow your list by eliminating publications that are unlikely to be interested in publishing or broadcasting your news. For example, if your press release is about a local sporting event, it's unlikely that "St. Louis Small Business Monthly" will show an interest in publishing it, unless you can show a clear connection between the event and small businesses in St. Louis.
Find the guidelines preferred for press releases on each media outlet's official website. With the "St. Louis Post-Dispatch," as it is with many St. Louis media websites, the information about where to send press releases is on a "Contact" page. Some media outlets, such as the "RIverfront Times," combine contact information with its "About Us" page and provide no press release contact information. In these cases, call the phone number listed with the company's mailing address and request information about how and to whom you can submit a press release.
Follow the guidelines preferred by each media outlet for press releases. For example, the "St. Louis Post-Dispatch" has a page on its STLtoday.com website where a visitor can upload a press release. Some TV stations such as KMOV prefer to be contacted with press releases via fax or email. KPLR prefers to receive press releases via email or a phone call to its assignment desk. If you're unsure about the guidelines, contact the person in charge of press releases before submitting to clarify guidelines.
Double-check your press release for typos, spelling errors or mistakes in the information included. This is especially important for dates, times, contact information and location. Don't use all caps.
Submit your press release to the media outlet. Include the subject of your press release and the date in the subject line if emailing. Some St. Louis media have specific email addresses just for press releases such as KMOV's firstname.lastname@example.org. Others, such as KPLR, use a general email for all inquiries. When sending a press release to a general email, include "press release" in the subject line in addition to the subject of your press release and the date.
Submit your St. Louis press release to media in the part of St. Louis you live or work in first. Because St. Louis is so large, many newspapers are more interested in news that happens where they're located.
Try to keep your copy short, snappy and to the point without omitting any relevant details.
Send your press release two to four weeks before the event. If the event warrants it because of celebrities or notable local figures in attendance, send a release after the event.
Send your press release from a business-appropriate email or a business phone number. Cutesy and free email addresses may not make a good impression. If calling on your cell phone, change your message to a professional one so that if you get return calls, the caller will be more likely leave a message.
Some media outlets differentiate between press releases and breaking news. Make sure you know the difference and send your press release to the right person.
Select the media outlets that are most likely to be interested in your event. St. Louis is a large city, and if your event is very specific or very small, some newspapers or radio stations may not be interested in publishing anything about it. Choosing media that isn't likely to be interested in your event is a waste of time.