Press Release Distribution Guidence

Maximizing Your Design Award's Impact through Effective Communication with the Media

This guide helps A' Design Award winners share their success. It starts with understanding your design's unique features and tailoring your press release accordingly. You then identify the right media outlets and journalists, send out your press release, and follow up to ensure it's been received. Being available for any extra questions or interviews is important. Finally, you track the reach of your press release to learn from the process. Throughout, maintaining professional and timely communication is key.

Step 1: Identify Your Key Messages

Start by carefully determining the most impactful aspects of your design and your A' Design Award win. These key messages should be woven throughout your press release. While your design may have many notable features, focus on the most innovative and influential ones. Remember, you want to catch the journalist's attention and convey the value of your design succinctly.

Tip: Draw on your experiences and feedback from the A' Design Award process, as this can provide valuable insights into what makes your design stand out. Remember, your press release should not only highlight your accomplishment, but also inspire and inform others in the design industry.

Step 2: Customize Your Press Release

A' Design Award and Competition provides a ready-made press release and electronic press kit for winners, which can be found on the Control Panel at the Press Release Tools page. Personalize these materials for your target audience. Different media outlets will have varying interests and focal points, so tailor your press release to meet these needs.

Tip: Use vivid and engaging language to describe your design and its impact. Visual elements such as high-quality photos or infographics can make your press release more engaging, but make sure they are properly optimized for digital distribution.

Step 3: Create a Target Media List

Your target media list should be as specific as possible. It should include both local and international media outlets, focusing on those that cover design news and topics related to your particular design field. These could range from newspapers, design magazines, online design blogs, radio, and TV stations.

Tip: Consider also targeting industry-specific influencers and thought leaders on social media platforms. They often have dedicated followers in the design field and can provide additional coverage and reach.

Step 4: Find the Right Contacts

Now that you have your media list, you need to find the right contacts within those organizations. These should be people who cover design or related topics. Look for their contact details in the outlet's website or professional social media profiles.

Tip: Try to build a rapport with these journalists. Follow their work, engage with them on social media, and show interest in their articles. This relationship-building can enhance the likelihood of your press release being noticed and used.

Step 5: Send Out Your Press Release

Once you have your press release and your media list, it's time to distribute it. This can be done individually or via a distribution service. Both approaches have their advantages and the choice depends on your resources and reach.

Tip: If sending individually, remember to personalize the email. Mention a recent article they've written or explain why you believe your design would be interesting to their audience. Personalization can improve your chances of standing out in a crowded inbox.

Step 6: Follow Up

After sending your press release, it's essential to follow up with the journalists. This gives you an opportunity to ensure they received the release and see if they have any questions or need more information.

Tip: Be tactful and patient. Journalists are busy and may need a few days to respond. Also, a follow-up phone call can be a more personal and direct way of getting their attention, if phone numbers are available and this approach is suitable in your industry.

Step 7: Be Available

Be prepared to promptly respond to any inquiries that result from your press release. Journalists may want to interview you or ask for more details about your design. Being available and responsive can result in more extensive coverage.

Tip: When responding, be as clear and concise as possible. Also, be ready to provide additional materials, such as high-resolution images or further information about your design, should they request it.

Step 8: Monitor and Evaluate

Once your press release is distributed, track its coverage. This helps you evaluate the effectiveness of your press release and can provide insights for improving future ones.

Tip: Use a media monitoring tool or a simple Google Alert to track where your press release is picked up. Evaluate the engagement it gets and use these learnings to refine your strategy for future press releases.

Step 9: Important PR Notes

As you navigate the world of press releases, it's crucial to always maintain a high level of professionalism and respect in all communications. Remember, you're not only representing yourself, but also your design and the A' Design Award you've won. Engage in constructive discussions and ensure that your press interactions underscore the importance and value of your design work.

Sending press releases is about timing as well. To optimize your reach, refrain from distributing press releases during the weekend or holidays when journalists and editors are less likely to be working. Similarly, respecting deadlines is vital. Journalists work on tight schedules, so timely responses and adherence to agreed timelines are highly appreciated.

Your press release should be as concise and clear as possible, ideally not exceeding one page. Avoid jargon and use simple, understandable language. Always include your contact details in every press release so journalists can reach out easily for any further information or clarification.

Lastly, don't forget to review and double-check your press release for any errors before sending it out. A well-written, error-free press release not only conveys your news effectively but also reflects your attention to detail and professionalism. A carefully crafted press release can significantly impact how your design and your award are perceived in the industry.