Getting your Press Release passed the delete button

In the bustling digital corridors of newsrooms, editors are swamped with hundreds, and sometimes thousands of emails every single daily. Among them, your press releases jostle for attention, hoping for the coveted spot in their news coverage.

Getting them to even look at your email is a real challenge, you’ve got to plan your press release email, from the subject line and opening sentence to the content and supporting information – The slightest misstep and your email is going straight in the bin!

So, how do you ensure your press release doesn’t end up going in straight in the trash folder without even being opened, and instead captivates an editor enough to consider it for publication?

Know Your Audience – The Editor

Before we delve into the audience your news aims to target, it’s crucial to recognize the first gatekeeper: the editor. Understand their needs:

  • Relevance: Ensure your content aligns with the outlet’s focus and audience.
  • Timeliness: Offer fresh, current, and timely information.
  • Simplicity: Make the editor’s job easier with a clear and concise release.

Craft a Compelling Subject Line

Your subject line is the first impression. Make it count. Avoid generic headers like “New Product Release.” Instead, opt for something more gripping like “Revolutionizing Tech: XYZ Company’s Game-Changing Launch!”

If you do not get this right your email will not even be opened, it’s going straight in the bin.

Personalize Your Pitch

Rather than sending a blanket email to multiple editors, tailor each email:

  • Address the editor by name.
  • Maybe mention a recent article they published, showing you’ve done your homework.
  • Explain succinctly why your press release would interest their readers.
  • Ask them to publish it!

Structure for Skim-Readers

Journalists often skim through content. Structure your press release so the most crucial points catch the eye:

  • Use subheadings.
  • Bullet key details.
  • Highlight statistics or notable quotes.

Provide a Comprehensive Media Kit

A media kit can be the cherry on top. Supply high-resolution images, infographics, and even short video clips that can augment your story. This not only makes the story more appealing but also provides ready-to-use content for the editor.

Follow Up, But Don’t Pester

If you haven’t received a response in a couple of days, it’s okay to send a gentle follow-up. However, avoid bombarding the editor with daily reminders. They’re more likely to remember you for the wrong reasons.

Foster Relationships

Building relationships with journalists and editors goes a long way. Engage with them on social platforms, comment on their stories, or even meet up at industry events. A familiar face or name is less likely to be ignored.

At the very least – say “Thank You” if they have publishing your PR!

Accept Feedback Gracefully

If an editor responds with feedback or reasons for rejection, take it constructively. It’s valuable insight from the frontline and can guide your future press release endeavours.

Stay Updated with Media Landscape

Media outlets, like any industry, undergo changes. Stay updated. If a magazine shifts its focus or a news portal gets a new editor, such shifts can influence your press release’s acceptance.

The Takeaway

In the vast ocean of information, it is easy for your press release to be overlooked. However, by crafting a compelling narrative, understanding the needs of the editor, and fostering genuine relationships, you can inspire acceptance.

Remember, every press release is not just an announcement, but a story waiting to be told. Make sure it’s one that editors will want to share.

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