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The success of your press release is largely determined by how it is going to be distributed. You must make sure that the distribution of your press release is optimized because no matter how well the formulation of your press release is, it won’t serve its purpose if few people will know about it. Make sure that you are distributing your press release to the right journalists and/or reporters as well — if you have written a very good press release on politics, don’t expect that a sports journalist will pick your story up.

A very effective avenue for your press release distribution is by using the Internet as a medium of dissemination. You can send your press release to identified media targets through email or you can also subscribe to a company that provides online press release distribution service. These online distribution service companies have a wide network of contacts. Your press release will then be circulated to various online channels, usually through RSS feeds.

What’s good about distributing through online news outlets is that your press release will not only be accessible to journalists, but it will also be accessible to direct consumers. There are actually several websites that offer press release distribution services to writers. PRWeb Direct for example, can help you distribute your press release to the appropriate media target. Their database contains around 100,000 contacts or journalists. PR Leap is another press release distribution services provider that can help your press release be circulated in different channels such as Yahoo!, Google Search, Ask.com, and MSN. PR Newswire is another leading news distribution services company that has extensive coverage of the massive network of online media outlets worldwide.

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