Why Isn't My Press Release Being Picked UP?
WHY ISN'T MY PRESS RELEASE BEING PICKED UP?
How do you figure out what is wrong when your press release is not published? The following causes may explain why you are suffering and how to fix them.
Your headline seems spammy
Copy and paste the headline when sending press releases to the media. Make sure the headline is catchy. Don't add 'Read this!!!' or 'Latest News From Us' — it will appear like spam and get removed.
Attached news release
Journalists cannot open PDFs or Word Docs. Copy your press release's title into the subject line and the remainder into the email body.
PDF used
PDFs frustrate any journalist. They are hard to read and so bothersome. Do not utilize PDFs. Make it easy for the writer to use your story by pasting your press release inside the email.
You have not sent enough.
Make sure journalists have what they need the first time. Include the press release and photographs. Do not expect that they will call you for help.
You supplied the incorrect photo
Most journalists spend their days responding to image requests. The journalist may lose interest or forget before getting what they need. Send the proper photos with the press release, and your article will be published.
Your press release needs rewriting
Poorly worded press releases are hard to understand. Write a clear, simple, and truthful news release.
Your PR is not newsworthy
Journalists only care about news releases with a real narrative. Make sure your press release is newsworthy and not just a sales pitch.
You are media-illiterate
Before releasing a press release, research the media. Where would your narrative fit? What is their writing style? Do they prefer phone or email? Knowing your target media will help you receive publicity.
You are too cold
Reporters are not dumb. If you send hundreds of bulk emails, they will know. It is unpleasant and irrelevant. Personalize your emails and build relationships with journalists. Create a media list' and add comments to each contact so you can better manage them in the future.
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 whose 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 workday.
SUBTIPS-
A PRESS Release is NOT a commercial. It must be written where it has value for readership or viewership.
Once the Press release is written you have no control over the story.
How do you figure out what is wrong when your press release is not published? The following causes may explain why you are suffering and how to fix them.
Your headline seems spammy
Copy and paste the headline when sending press releases to the media. Make sure the headline is catchy. Don't add 'Read this!!!' or 'Latest News From Us' — it will appear like spam and get removed.
Attached news release
Journalists cannot open PDFs or Word Docs. Copy your press release's title into the subject line and the remainder into the email body.
PDF used
PDFs frustrate any journalist. They are hard to read and so bothersome. Do not utilize PDFs. Make it easy for the writer to use your story by pasting your press release inside the email.
You have not sent enough.
Make sure journalists have what they need the first time. Include the press release and photographs. Do not expect that they will call you for help.
You supplied the incorrect photo
Most journalists spend their days responding to image requests. The journalist may lose interest or forget before getting what they need. Send the proper photos with the press release, and your article will be published.
Your press release needs rewriting
Poorly worded press releases are hard to understand. Write a clear, simple, and truthful news release.
Your PR is not newsworthy
Journalists only care about news releases with a real narrative. Make sure your press release is newsworthy and not just a sales pitch.
You are media-illiterate
Before releasing a press release, research the media. Where would your narrative fit? What is their writing style? Do they prefer phone or email? Knowing your target media will help you receive publicity.
You are too cold
Reporters are not dumb. If you send hundreds of bulk emails, they will know. It is unpleasant and irrelevant. Personalize your emails and build relationships with journalists. Create a media list' and add comments to each contact so you can better manage them in the future.
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 whose 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 workday.
SUBTIPS-
A PRESS Release is NOT a commercial. It must be written where it has value for readership or viewership.
Once the Press release is written you have no control over the story.
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