I Sent A Press Release Once and Nothing Happened
by Alfred Lautenslager
all, don't assume you've failed if you haven't heard anything from
those you submitted to. I have seen press releases published in major
publications, months after they were initially submitted. If you truly
do feel nothing has happened, try again with a new newsworthy angle
for the readership of the publication.
are two primary things to consider when sending out a press release.
One is who the press release is being sent to and the other is how
newsworthy the press release is.
of an editor is to produce a publication that will please their
readership. If there readership wants news, your press release should
be newsworthy. If the readership wants relevancy to a particular
subject or topic, your release should be the same. In each case put
yourself in the editor's shoes and write to please the audience.
Editors, typically get bombarded with press releases, especially with
today's electronic communication. Simply writing a standard press
release from a press release template will not cause journalists and
editors to line up to publish your information. If the item is not
newsworthy or doesn't grab their attention quickly, the release will
literally be trashed.
new angle. Provide journalists with sizzle that relates to the beats
they cover. Give them something they can use to attract and build
their readership. Unless you are Jack Welch and General Electric or
Bill Gates and Microsoft providing big news from big players you must
create an angle.
creative in the way your release is presented. Put some major thought
behind the news you are communicating. Use flair with your written
communication. Avoid the buzz words; editors generally always edit the
release to fit the audience's buzz needs. Make the release attention
getting to the point where the editor will keep on reading. This takes
some thought and planning but can be done. Don't let your release get
buried amongst all the other releases the editor receives.
approach that I've used and seen recently that stands out and works is
the Q & A approach. For example: Information Security At The Forefront
of Business: An interview with Industry Expert, Michael Bruck.
Questions are asked that are newsworthy and the answers are
communicated by the company president. Editors like hearing from
experts and they like interviews on a timely topic. It was different.
It had flair. It served the readership.
other thing to consider is how you approach an editor. Did you blast
email, blast fax, mail or call to communicate your information? What
works well depends on the editors' requirements and desires.
survey of more than 100 newspaper editors found their most common
criticism of press releases was "Sounds like promotion." You need to
use the same objective tone about your business that a journalist
would use. Editors hate promotion; they love news. If you try to sneak
promotion through you will get caught. Take the time to develop the
news angle. Feed them an angle on your business that their particular
audience will perceive as news, entertainment or useful information.
Television goes for the masses. Radio hits a particular demographic
crowd by the nature of their format and the specialty magazines hit
the specialized audience. Each one of these media is competing for the
audience's space and time. Thinking about how your news affects each
one of these audiences will help you target where your release should
be sent to.
all, keep trying. While one publication may not have any interest in
running your news, another will. Editors are always and I mean always
looking for news. The timing of your news with the timing of the
editor may be all that comes into play. You might be at the right
place at the right time. You might not. Get to the point, don't ramble
and make sure you communicate to the editor why your news and
information is important to their readership.
Free Articles Page