So you have a great company, product, service or story and you want to share it with the world. And you think you want to send out a press releases to all the news organizations all across the city, province or country. First I will say that might not be the best strategy to get media mentions and coverage. Sending out a mass press release via a news release distribution site can be costly. What can often be a more strategic and direct way to share your press release is by sending it out to key journalists on your media list that you think might be interseted in the story.
But first…the news release.
How do you get noticed? How do you make it past the pile of press releases, emails and stories?
You have to think outside the box a bit. By that I mean you need to make sure you are making yourself and your business stand out and making sure your release stands out. You want to make sure that your email and your news release gets read!
Here are just five tips I think might help….
1. Keep it simple
Don’t send a two page, dense news release. If I was the editor/producer, I likely won’t have time to read it, nor will I have the interest. Keep it simple and brief (especially if it is first contact. Send me a longer release once I am interested).
2. Write a great headline and/or opening sentence
Think about what is great about your product, service, company and tell me about it right off the top so I don’t have to go searching for it. I also think it is essential to let the journalist know that you are sending them a story pitch, an interview pitch or a news release. Journalists want to know about great stories and businesses so letting the know right away that you are pitching them will help them sort throught their emails.
3. Give it a HOOK
The best way for a journalist to notice your product, service, company or story is make them care about it. To do that be sure to hook it to something happening in the news. For example, March break is approaching and that means lots of families will could be traveling with kids on vacation AND you have a service, book or blog that focuses on travel or traveling with kids and you know you can offer tips. Why not send a quick release on some news-you-can-use tips on how to travel stress free, espeically these days when traveling is extra stressful.
4. Keep in touch BUT don’t be a pest
Keep in mind that newsrooms are busy places and the news is always changing so a journalist might not have time to get in touch on a Wednesday but maybe they will on Friday. So make sure you keep in touch with a quick email, maybe say you will check in again on Thursday night for a quick phone call. Follow up is key!
5. Try, and try … and then try again.
Just remember, if you are reaching out to a busy newsroom you might get bumped for news of the day if your story is something that can wait. Don’t get discouraged. Sometimes the timing isn’t right but if you keep in touch they will likely find time and room for it again soon. If they liked it the first time they will like it later.
***disclaimer: These tips are from my own experiences and my own opinions. There are lots of newsrooms and lots of different media outlets that have different criteria for story selection. Sometimes ( well actually a lot of the time) how we choose stories is completely personal and specifically tailored to the show and station we work for so what isn’t right for me, could be perfect for someone else.
