While some argue that press releases no longer work in the context of modern digital communications as the world leads to citizen journalism, we disagree. This is how we work magic.

What’s in there

Happy. Information on what is newsworthy.

However, the content must match the packaging. An attention-grabbing headline is never enough to seal the deal. It must be supported by prominent information that is of value to the different media and to its readers or followers.

That said, more is not better. Journalists almost always prefer concise materials. Therefore, the cunning to discern what’s hot and what’s not and the ability to orchestrate different bits and pieces in a concise but compelling tone are decidedly invaluable assets for a PR practitioner.

PRoTip: Be creative! Who says a press release should be just ad words and corporate images? Certainly not us.

How to send them to all publishers?

We simply do not recommend sending press releases to all publishers. Blindly submitting content to all media damages an agency’s credibility and jeopardizes future collaboration opportunities. It’s called spam. While quantity is a prominent performance indicator in advertising, quality and resource management are things that should never be compromised.

Play your cards right and there is a higher chance that the toss will be published. Focus efforts on media contacts whose audience matches that of the client or company. When possible, consider offering exclusives to certain media. This fosters a mutually beneficial relationship that can result to facilitate future collaboration and support.

PRoTip: Constantly update your company’s media contacts and organize them according to genres and industry for easy access and retrieval.

Why doesn’t the media pick it up?

Crafting the perfect press release and sending it out to the relevant media is just the first step. You need to follow up. Call, send follow-up emails, and arrange meetings or even interviews if necessary. The reality is that the media receives hundreds, if not thousands, of materials a day. A successful PR professional is a networked entrepreneur, not a passive desktop warrior.

When planning communication strategies and when to send out releases, always keep in mind the different deadlines for different publications and productions. With the content already planned months before publication, reaching out to the media at the last minute is a very risky move and quite inconsiderate.

PRoTip: When they turn you down, take the trouble to find out why and fine-tune your pitching focus next time.

If it’s organically newsworthy, it probably won’t take a lot of effort to push. However, a poorly worded press release, incorrect targeting, and messy follow-through would be the bane of other great public relations efforts.