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Since email is a dirt cheap way to distribute a release, write a second release to send media next month. Sometimes you have to send three or four releases before you become familiar enough for an editor to jump on your story.
4. Look for neighborhood or alternative newspapers that cover stories like yours. A policeman who had a story about abuse couldn't get his side covered by local daily, but had a topic alternative newspapers loved.
5. Pay an email newsletter to run all or part of your press release. Ad rates are down around Net and many fine publications will consider working with you if your release has good information their readers will appreciate. This same principle can apply to small newspapers and some broadcast organizations. You may get better results if you convert your release into an article or even into a long ad.
Above all, don't give up. Free publicity is...well...free. You only get results when you are organized and persistent.
Meredith Pond has written and distributed hundreds of press releases for everyone from individuals to big corporations. See her smart marketing ideas and publicity packages at http://CheapWriting.com Reach her at mailto:firstname.lastname@example.org or 801-328-9006.