While some argue that press releases no longer work in the context of modern digital communications as the world embraces citizen journalism, we disagree. This is how we do magic.
What’s in there?
Delighted. Information about what is newsworthy.
However, the content must match the packaging. An attention-grabbing headline is never enough to seal the deal. It must be based on notable information that is of value to the different media and to their readers or followers.
That being said, more does not mean better. Journalists almost always prefer short stories. Thus, the astuteness to discern what’s hot and what’s not and the ability to orchestrate different bits into a concise but compelling tone are invaluable assets of a PR practitioner.
professional advice: Be creative! Who says a press release has to be just announcement words and corporate imagery? Certainly not us.
How to send them to all publishers?
We simply do not recommend sending press releases to all publishers. Blindly sending content to all media outlets damages an agency’s credibility and jeopardizes future collaboration opportunities. It’s called spam. While quantity is a leading performance indicator when it comes to advertising, quality and resource management should never be compromised.
Play your cards right and there is a higher chance of the release being posted. Focus efforts on media contacts whose audience matches that of the client or company. When feasible, consider offering exclusives to certain outlets. This fosters a mutually beneficial relationship that can facilitate collaboration and support in the future.
Pro Tip: Constantly update your company’s media contacts and organize them by genre and industry for easy access and retrieval.
Why is it not picked up by the media?
Crafting the perfect press release and sending it to the relevant media is only the first step. You need to follow up. Call, send follow-up emails, and set up meetings or even interviews if necessary. The reality is that the media receives hundreds, if not thousands, of materials a day. A successful PR practitioner is a networked entrepreneur, not a passive desk warrior.
When planning communication strategies and when to send out releases, always take note of the different delivery times for different publications and productions. With content already planned months before the time of publication, approaching the media at the last minute is a very risky move and quite inconsiderate.
Pro Tip: When you get rejected, take the trouble to find out why and fine-tune your launch approach next time.
If it’s organically newsworthy, it probably doesn’t take much effort to push it. However, a poorly written press release, incorrect targeting, and random follow-ups would be the undoing of other great PR efforts.