The first thing I want to say is I don’t think the press release is completely dead but I will caution you about using them as your only way to pitch the media. Press releases are a great tool to share who you are and what you do with the world. They are a great tool for SEO ranking and I think an essential component of your digital/online media/PR toolbox. Creating press releases for the media/press room on your website is a great way to share content about your company, team, services, product or book.
There is often a lot of talk about the press release being dead. I think it is largely because press releases have been over used and journalists have press release fatigue because of the massive amount of them come into their inboxes every single day. So I would say use press releases sparingly as a way to pitch stories to the media. Press releases are better used as a way to offer more information to the journalist. Ideally, you could link to your digital press releases in your email story pitch to the media.
Here are a few tips to help you get the most out of the press releases you do craft.
1. Keep it simple
Don’t craft a two page, dense news/press release. Most editors/producers (or anyone these days for that matter) don’t have time to read an epic history on you and your company so keep it clear and concise. Just the facts! I would say three to four paragraphs is enough to get to the point and express all the important aspects. You can write several press/news releases rather than writing an epic one.
2. Write a great opening sentence/paragraph
You want to hook people right away. So get to the point right away. 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.
3. Write a great headline
The headline is KEY! You want to get people interested in what the release is all about. You want to draw people in so make it interesting and clever but still clear and concise enough they know what you are saying! The headline is what people see first so you want to make it count. We only have a matter of seconds to get people’s attention so write a headline that grabs them right away.
When you are reaching out to pitch a journalist there are a few things you need to consider. First, I would recommend a short email pitch rather than just sending out your press/news release. A short email pitch allows you to be casual yet targeted and make your pitch much more personalized. Second, remember to NEVER include your press release as an attachment. Post your release on your site and just include a LINK in your email pitch.
Here are a few tips to help you get the most out of your pitch.
1. Give it a HOOK
The best way for me to notice your product, service, company or story is to make me care about it. The easiest way to that is to hook it to something happening in the news. For example, March break is approaching and that means lots of families will be traveling with kids on vacation AND you have a service, book or blog that focuses on travel or traveling with kids. Why not send a quick pitch, with a link to a press release on your website about some news-you-can-use tips on how to travel stress free.
2. Keep in touch BUT don’t be a pest
Keep in mind newsrooms are busy places and the news is always changing so the producer or reporter you reached out to might not have time to get in touch on a Wednesday but maybe they do on Friday. So make sure you keep in touch with a quick email, maybe say you will check in with my on Thursday night for a quick phone call. Remember to be available and accessible and include a phone number in your email pitch.
3. 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 with the producer will likely find time and room for it again soon. If they liked it the first time they will like it later.
4. A NO now is not a NO forever
Persistence can pay off. Remember, if a producer says NO to your first pitch, don’t give up. It might not have been the right fit, the right timing or the right treatment for the story RIGHT now. Don’t take it personal. Instead, pitch another station or publication. Keep pitching. Continue to refine your techniques, stories and ideas.
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