After the umpteenth press release has been ignored by the media, it’s time to assess why. If your release gets overlooked once, it could be a fluke. But dozens or hundreds of times? You may need to review how you craft and pitch your press release.
Are you sending it to the right people?
The most obvious mistake and the easiest is to solve is sending the press release to the wrong people. For example, sending a tech story about a new smartphone to a journalist on the fashion beat will be automatically ignored. Any story you send must be relevant to their focus and interest. In the previous example, the fashion journalist might consider it if the smartphone had become a fashion accessory that people can’t live without or if it helps you take a great selfie.
Are you exaggerating your brand?
Another mistake that also crops up unknowingly is that overselling the brand. Editors that focus on your industry already know its ins and outs. If you exaggerate your brands accomplishments, they are understandably turned off when they verify the truth.
Are you always using clichés and generic phrases?
Aside from exaggerations, filling your copy with generic phrases turns away editors too. They receive dozens, if not hundreds, of bland copy and titles everyday filled with “Subject: Press Release” or “Inside: Interview Opportunity”. Blandness is easily forgotten. Fortunately, this can be easily remedied by crafting an interesting story. And it all starts with that email pitch. The subject must be personalized and catchy. A good narrative can remove most clichés and spice up your story.
Do you lack information that they’re looking for?
The media thrives on information and they want to learn all about it, especially the basics. The five Ws are essential and one H should always be included. Additionally, they like to delve even deeper with research, data and analysis from thought leaders, organizations or influencers. Always add relevant and impressive information.
Do you include visuals?
Lastly, the media love visuals, whether they are publications, TV, and even radio. Pictures and videos can make any story more interesting. Even if the visuals can’t be published or broadcast, it helps the press release stand out.
Check out if you’re committing any of these mistake in your press release. If you solve them, your chances of getting noticed increase noticeably. But if you don’t know the right journalists or how to make a good story, consult recognized PR agencies. Their recommendations can help ensure your PR releases always get mileage.
Need help with writing and pitching your press release to the right media? Get in touch with our marketing team for an initial brainstorming session!