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68% of journalists find press releases to be the most useful type of content provided to them
by PR professionals, according to PRNewswire. So why are your press releases not getting picked up by the media?
There are a multitude of reasons why. But the following 6 factors are most likely contributing to your press release’s lackluster performance. Take a look at each to learn ways to overcome them.
1. You Sent the Press Release to a Broad List of Contacts
If you send your press release to a list of contacts the size of a CVS receipt without doing any research on what beats those people cover, it won’t generate media coverage. Here’s why: your list is too broad. The contacts you have on it likely don’t even cover whatever the topic of your press release is.
Solution: Do your research to create a highly curated list of reporters and journalists that consistently write or talk about your given topic. Yes, it’s true—less really is more.
2. The Press Release Was Written Like an Article, Not a News Release
Reporters are busy. On any given day, some reporters receive over 50 press emails. Thus, it’s critical that your press releases are succinct, to the point, and informative. The last thing reporters want is to read a press release that’s 600 words long and full of filler words.
Solution: A press release should be no longer than 300-400 words and should not fill more than a page. To keep things as clear as possible, be sure to answer the questions: who, what, why, when, where, and how.
3. The Press Release Contained Too Much Fluff
As stated in #2, filler words, A.K.A. “fluff” is a waste of space on the page and a waste of time for the reporter. When your press release is full of fluff and not enough factual information, or if the facts are buried deep within the fluff, a reporter will delete the email.
Solution: Keep your press release straightforward and informational. Avoid adding any fluff or unnecessary information—even if you think it’s attention-grabbing. It will most likely be frustrating to the reporter instead.
4. You Sent it Attached to a Generic Pitch With No Personalization
Best practice is to send a press release along with a media pitch. But better practice is to send the press release along with a personalized media pitch. It’s important to craft intentional media pitches that intrigue reporters and make it nearly impossible for them to not write about. This means, tailor these pitches to what the reporter typically writes about and even to their personal interests. This is the true work behind effective media relations.
Solution: In your pitch to one individual reporter, prove the relevancy of your pitch by tying it back to a recent article the reporter wrote. This shows that you took the time to research the reporter and are sharing a relevant press release pertinent to the topics they write about.
5. What You Believe Warranted a Press Release Wasn't Actually Newsworthy
We’ve seen it happen dozens of times where business leaders think sending out 4 press releases a month is a good public relations strategy. Newsflash: it’s not! Unless you have something newsworthy—new product launches, partnership announcements, etc.—you do not have a need to write a press release.
Solution: Send out press releases only when your company does something or is part of something newsworthy or groundbreaking. Otherwise, build meaningful relationships with reporters through strategic and personal media pitches. Learn how to 3x The Success Rate of Your Media Pitches in 5 Steps.
6. You Ended Your Email With, "Can You Write an Article About Our Company?"
Being needy won’t get you anywhere. If a reporter likes your story, and if they want to, they will write about it. If not, move on to the next. Asking for favors when you haven’t given the reporter anything in return will only put your email address in the reporter’s “blocked” folder.
Solution: Offer up a stakeholder from your company as a source of information should the reporter want to inquire further about your story.
Final Thoughts
Sometimes, you just need a single tweak to make what you are doing perfectly shine through in your press releases. We can help ensure your press releases hit the most relevant reporters’ inboxes and generate substantial media coverage. Contact us to get started.