10 Ways to Improve Your Chances That Your Press Release Will Get Noticed in a Digital Age
GoLocalProv
10 Ways to Improve Your Chances That Your Press Release Will Get Noticed in a Digital Age
Do understand that your press release is one of many that are emailed to [email protected]. On Monday, GoLocal received 327 press releases -- needless to say, each one received just a quick scan and only two were included in the 22 items we published in 24 hours.
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Here are some suggestions to improve your chances:
1. NEVER, EVER, EVER Send Your Press Release in a PDF
PDF press releases NEVER get opened.
First, in an era of cyber threats, no one wants to click on extraneous attachments. At GoLocal, and nearly all other news organizations, reporters and editors who may be using a portion of a press release for a story want to be able to quickly capture a quote from your CEO without having to reformat.
And, we are not clicking on any third-party links to download anything.
Having the content of your press release as the body of an email is the best way to send.
2. Don’t send 30 MEG Images
If you are providing art - photography, a graphic or logo - please make sure the image is under a meg.
And, if you are sending a photo (and photos are almost always helpful) be sure to include a photo credit.
Only send photos that you own, please don’t send third-party images.
3. Be Ready for Questions
Recently, we received a significant press release from a candidate running for statewide office. When calling the press contact to clarify an issue, she was not available for hours due to a scheduled family obligation.
We love family time, but don’t send a release and then go dark to catch the soccer game. Either provide another press contact or wait until after the game to send the release.
If you are looking for coverage for an annual meeting of your organization - send the press advisory out weeks ahead of time, not the day before or the morning of the event.
5. Timing is Everything Part II
Think differently. If you are looking for coverage, sending your release out on Tuesday morning after a three-day weekend may not be the best strategy. You will be competing with hundreds of other releases that will come into [email protected] before noon.
6. Best Time Ever
The single best time to send a release is in the week between Christmas and New Year's Eve. All news organizations need news and most everyone is at home looking for something interesting. Think strategically.
7. Headlines Matter
Want to get a reporter or editor to take notice — write a concise clear headline. No, you don’t need 2-3 sub-headlines. But just putting "Press Release" in the subject line never helps when you're competing against hundreds of others in our inboxes.
8. Don’t Over Sell
It is what it is. Make the press release as clear as possible. Leave the adjectives behind. All the adjectives — it is highly unlikely that you are the first, tallest, or most handsome.
9. Do Know Who You Are Pitching
One RI-based company whose CEO had been on GoLocal LIVE a number of times shifted to a Boston-based PR firm. They did not have a clue that their client had a longstanding relationship and made it clear they did not have a clue. Always do your homework. Has media covered your client before?
10. Don’t Pitch an Ad
No, the quarterly sale at a men’s clothing store is NOT news. You should buy an ad to promote it, because it is really not "news"
BONUS: We like local Rhode Island-based firms over out-of-state firms pitching RI companies. We are a Rhode Island company and we like to support other RI companies.