More to media publicity than writing a press release
Many people wrongly believe that writing and sending a press release is all they need to do to get media publicity.
For those new to the media game, press releases are like stories you see in newspapers, but they are sent to journalists to encourage them to produce their own stories on the topics covered.
These must be written properly, but there are other things in the publicity process that are just as important.
Finding the correct target media is the first step. Often the best targets are overlooked.
Niche media is often the best home for press releases, rather than metropolitan newspapers.
The next thing is to understand what journalists want. Most press release are just advertisements written in a different format. Editors reject these because they have no news value.
When to send the press release is another important consideration. The end of the week, particular Friday afternoon, for example, is not a good time because journalists are all going home or are focused on the weekend.
It’s also important to keep well away from journalists when they are approaching their deadlines.
It’s a good idea to see what else is happening in the news. If lots is going on, it can be beneficial to delay sending your release. As an example, anyone planning to contact the New York Times on September 12, 2001, would have been better to wait. That’s because stories on 9/11 would have filled the paper completely.
Another common mistake is the failure of people to educate themselves on how to make the most from media interviews. If your press release is successful, you may receive an interview request.
This could be from any form of media. They are a great way to demonstrate your expertise and raise your reputation in the minds of the audience. However, they can backfire if not handled properly.
These factors all illustrate that writing a press release is just one step in the publicity process. It can only be successful if all these other steps are followed to complete the puzzle.
