Despite the rise of alternate forms of communication to the media, the press release still remains an important tool in news distribution if and only if it’s handled correctly. Journalists, assignment editors and news directors may get hundreds a day, so it’s critical to make your release stand out, get opened and read and most importantly have content that is relevant, essential and fascinating for everyone who gets a copy of the release.
For example, it is not relevant to the tech reporter to know about the kick-off of a new anti-aging cream, even if you insist it uses breakthrough technology. This is, in fact, the biggest complaint from the media – getting releases completely out of synch from the beat they cover. Do your homework and target your message before you clutter inboxes. For this release, try health, beauty and lifestyle editors.
It is not essential to the tech reporter to hear about a tech company’s summer internship program hiring timetable, just because they are a tech company. Provide information that is useful for the media, not information you want to get out there. It’s not enough to just share information – it has to be useful information. Try back if a summer intern creates a unique product that gets developed by tech company.
It is not fascinating to the tech reporter to hear about the launch of a new cloud storage app, promising to be just like Dropbox. Cloud services are everywhere – make sure you explain what is different and newsworthy rather than what is similar and delete-worthy. Try again when subscribers reach a million a day for the first month.
Then, get back to basics:
- Proof your work and clean up the typos and grammar goofs. Use a second or third set of eyes or a grammar program such as Grammarly.
- Use proper press release format, use catchy headlines and get to the point in the first sentence.
- Send in a timely manner. Be respectful of schedules.
Journalists are on the hunt for compelling news and great ideas and it’s your job to make sure your release is positioned to present what they want and need.
PR Log is one of the largest press release distribution services and you can click here to get their tips on how tips on how to craft a release.
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