Sending press releases to different media is a great way of sharing newsworthy events and occurrences in your company but keep in mind these should be written by professionals. Many deem writing as an easy task and this is the first mistake companies make when trying to cut costs. A good writer is imperative for any company with self-respect and a worthwhile marketing and public relations strategy.
Journalists are overwhelmed with press releases every day so standing out from the crowd and getting yours read can be challenging. This does not, however, mean you have to ring them constantly for an update but building a relationship with different editorial teams can prove beneficial. Getting your press releases published is a 50/50 gamble but keep the following aspects in mind to increase your chances;
To get your press release read in the first place can be a challenge so you want to draw attention to yours among many, many others. Make sure you captivate the journalist who reads it in order for them to consider pitching the story to their editor. If your content is lacking a hook, it will disappear in the abyss of the journalist’s email inbox. (Side note: as previously stated, there is no need to constantly phone the journalist for an update but one or two phone calls within three working days is acceptable to increase your chances of not being forgotten.)
Avoid capitalisations, exclamations and extravagant fonts. If it is not the beginning of a new sentence or a proper noun, it probably shouldn’t be capitalised. No one prioritises reading an ill-written piece while it feels as if the author is SHOUTING AT YOU!!! It might seem arbitrary and petty but editorial staff plough their way through mountains of information every day and easy-reading documents almost always take preference. Keep your information clear and concise.
Though you might fancy yourself a sophisticated wordsmith who is comfortable with jargon and the art of verbal jousting, your readers probably won’t care. Journalists care about accurate and newsworthy information they can read in the shortest available time. The odds are they’ll probably rewrite your entire piece to adhere to their publication’s strict style guide anyway.
Seek out niche publications who report on your industry’s news. An interior designer might opt to send a press release to a house and garden publication as it will be of little relevance to motor vehicle magazine. While keeping this in mind, take a chance and send you releases to more than one publication.
Everyone has a news sense to some degree, but don’t say it out loud as journalists won’t admit it. Put yourself in the shoes of a journalist who needs exciting copy and who is fighting for space, in print and online, at the same time. Excite the journalist and you have your foot in the door.
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