Why Isn't My Press Release Being Picked UP?
- Pitching to the wrong person - in every media outlet everyone's job is not necessarily reporter. Or everyone is not responsible for communicating about stories. Trust me, all media outlets want great stories. However you need to find the person who's job it is to review Press Releases and reach out to them.
- Pitching to the wrong outlet - Ex: if you are reaching out to talk to a media and your subject is Entertainment, don't send it to the Home and Garden Magazines. Send it to Entertainment Magazines. If yours is a "Local Story" Send it to Local not national outlets unless it truly has "National" presence.
- You haven’t established a relationship with the media outlet-(They don’t know who you are). You may have the best story in the world but if you have never established a relationship with the media, they should be skeptical of passing your story along. Go introduce yourself beforehand.
- You need to call and visit instead of sending a mass email- Mass Emails are "shortcuts". Media outlets like "exclusivity and special angles". Pick up the phone first. It is not uncommon for reporters to ask if you have told anyone else first. They want the "scoop". Sending mass emails may be a turn off.
- You are not known or seen as the expert in the subject- Have you added your credentials or successes?
- Your story isn’t interesting or pitched in an interesting way.
- You haven’t left reachable contact numbers or emails, before, during and after the work day.
Once the Press release is written you have no control over the story.