Want to get more media coverage? You have to start by knowing how to craft press releases that reporters, editors, bloggers, and other key media members respond to. And before you can do that, you need to understand the reasons that they typically ignore your press releases.
- Your story doesn’t have a strong news hook—If your story doesn’t have an interesting newsworthy angle, it stands no chance of getting picked up by the media. And it’s not just enough to have a newsworthy story; you have to know how to convey that news quickly and in a manner that instantly sucks the reader in. Reporters are busy, and they get bombarded with dozens of press releases each day. You need a strong headline and lead paragraph to grab their attention.
- The press release reads like an advertisement—Press releases are supposed to be factual and unbiased. They should deliver news, not read like a thinly-veiled advertisement for your company.
- You’re targeting the wrong media members—Make sure the media members you’re sending your press releases to are people who would actually cover your story. In other words, you wouldn’t send a tech story to a blogger who writes about politics. It doesn’t make sense. And while that might seem like common sense, too many people just blindly send out press releases and hope for the best.
- You’re not tailoring your press releases to your audience—Every audience is different—reporters, bloggers, TV producers, etc. They each have their own unique needs, so you need to tailor your press releases to each specific audience segment to get the best results.
- Your press release suffers from “TL;DR” Syndrome—Remember what I said earlier about reporters being busy? Well, it’s true. And because they’re starved for time, it’s your job to write concise, powerful press releases that get them interested enough to follow up with you for a full story. Remember, a press release doesn’t have to tell the full story. It’s simply a teaser, giving the reporter a starting point to go from. Keep it short and to the point, and include only the most important details.
What are some other reasons the media might ignore your press release?