Press Releases in a Digital Era: the 5 Things You Are Not Doing
Back in the days, the job was “easy”. A simple email (or even a fax to any news outlets and, the journalist was glad to receive content so he can make a article out of it. Now it’s a little bit different. I mean if you want to be successful getting press coverage. Content is everywhere, and if you are not different or if your approach is still the same than in the 2000’s , then 2 choices remain. Drop it or change it !
Let’s change it.
1. Stand out in the (email) crowd
In 2017 , according to a Radicati study, 269 billions emails per day were exchanged in the world. It should grow 4% a year to reach 319.6 billion by 2021. So first you have to ask this question to yourself: How can my emails can be read by a journalist ?
First, do something that matters. If it’s just an internal promotion, it’s not really interesting for the journalist, isn’t it? When you are doing a press release, think about it twice. You are buying a new company and so what? How do the journalist care? Actually, he doesn’t care. What he cares about on the other hand, is by acquiring this company it will help to grow on this market and invest more to develop the new tool or solutions.
2. Do your homework
A relationship takes time to build. Sending an email to a journalist or even worst publication from time to time when you have something to say is pointless. Nobody will open it and even if you have created the best subject line ever.
Do researches. Look for journalists and not publications. Use Twitter, follow them and when they follow back, send a short DM mentioning something interesting you saw in their bio.
Interact. Social Media is not push, it’s conversational. Don’t hesitate to retweet reply, correct (Yes, they can make mistake) when it’s necessary. Do it often. By doing so you will get notice. When you will have something to share or talk about, the journalist would be keen to listen.
3. Craft a great story (what you should include in it)
Telling a good story is what make a difference from a bad or good TV show. I can ask you; why Game of Thrones is so popular? The STORY. A story contains characters, who through a journey, will find help to achieve their goal and improve themselves. Does your press release is telling a story?
For instance, you company is extending opening new offices. Shall you title your press release: “Mr X was appointed country manager of Wakanda”. Is it interesting? I doubt it. On the other hand, “A former X-men is named at the head of the Wakanda office, to support a double digit growth”. Oh really, why him? What he is going to do? How this will improve the company growth? Why going to Wakanda? (Yes I know but Wakanda is now highly searched on hotel bookings websites)
Here you have your story! In addition if you have social media interactions with a pool of journalists, it can make the difference in getting coverage or not.
But, what you need to do too , is something that matters. “Making the world a better place” motto. Is your product or service going to change your user’s life? Is it disruptive compared to the industry standards?
I know it’s a lot of questions, but I am sure you can find the answers.
A few things to include in it:
- Date and location
- A detailed contact. Don’t forget to include a social profile.
- A big title (with a lot of context)
- A tempting quotable
- Background information
- Include medias such as video poster and social post link! How nice it is to receive pictures, or video, you can use for your story, isn’t it?
Now that you have the basics, let see how to distribute this beautifully crafted press release.
4. A press release is an SEO Tool
SEO is still about links. You have to include some in your press release. Of course, not links pointing to your media kit, but to relevant pages. Please avoid inserting links to you home page. People can search the internet for your brand. Adding link to you internal pages, either products or pricing pages, with an optimized anchor is the best way to proceed.
Don’t forget to add your tracking strings at the end of the urls. Most of the time, they will be copy-pasted such as and you will able to track the traffic. Unless a SEO fan editor removes them. Otherwise you are good to go.
5. Distribution is queen
You have you press release. It’s time to let it go away.
- Blast it to your “journalist” segment
Your email database should contain segments and the journalist emails should have their own segment. Of course, sending one email is not enough. Have a look to which journalist open the email. If they have not open yet, send it again with another subject line. If it’s still not working, reach them directly on Twitter.
- DM them
They are not answering or picking-up. Send them a direct message on Twitter. Find where they are and be sure your message is delivered
- Send it a day before to your VIP list
It’s important and you want the best ones to have it first? Send it to them, explaining that they are the first to know. It’s like an exclusive news without being one. They will feel important and have a look.
- Personalize it
In all businesses, personalization is a must do. Do the same with your journalists. They are not different from anyone else. I am so upset when I see an email starting with : “Dear NULL”. Ok you don’t have my name, but you could at least had a default value like “Hello”.
Last tip, share your media coverage. Because you are monitoring your brand name and several other words related to your business, you know when a piece is published about your brand. So be kind and send a quick thank you note to the journalist.
