• First level exposure – have someone else distribute the information for you through press release distribution, such as 24-7pressrelease.com.
• Second level exposure – the media picks up your story, calls you, or simply modifies it for their own use. An exceptional press release will be picked up by journalists for publication on web sites, in trade publications and on radio or television.
Although first level exposure is always good, second level exposure is where you will ultimately reap the benefits of obtaining customers or getting their attention. You will have a better chance of gaining second level exposure if you write your press release while keeping the media in mind. These are the individuals that will publish your release elsewhere, if they like it.
Keeping your press release unique, to the point, professional, easy to read and grammatically correct will enhance your chances of someone from the media picking up your story.