Press releases are key tools for engaging your audience, sharing updates with stakeholders, and boosting credibility with regulators and investors. However, convincing journalists to publish your press release can be a challenge, especially for small companies or those new to a market without an established track record. We drafted some tips that help you get your press release published at your dream publications:
Targeting the Right Publications
Media relations are crucial. You need to send your press release to the right publications – ones that typically cover businesses or industries like yours. For example, sending a press release about a health tech product launch to a political publication would be a mismatch. You must ensure the publication’s purpose aligns with the nature of your press release, such as sending a CSR project announcement to an investigative news outlet.
Capturing Journalists’ Attention
Journalists are incredibly busy and have limited time to work on stories. Your story must be genuinely worth their time. Even if they’d love to publish it, they have to prioritize their audience’s interests over your brand’s needs. That means your press release must be educational, entertaining or useful to their readers. Otherwise, you’ll struggle to secure their limited newsroom resources.
Common Pitfalls in Press Release
Drafting At TechPR, we’ve noticed that when onboarding new clients, the founder or company-written press releases often fail to attract journalists’ interest, despite containing all the relevant details.
Understanding the Selection Process
It’s crucial to understand how journalists and newsrooms select which press releases to publish. Your story is more likely to get coverage if it aligns with current news agendas or concerns an important industry or topic.
Other Factors Impacting Success
Other reasons your press release might not be getting traction could stem from the writing process itself. The optimal approach is to type the full press release directly into the email you’re sending, as attachments often get overlooked due to time constraints.
Additionally, the email subject line is important. Avoid “spammy” phrases like “100% free,” “Act now,” or all-caps, as these can lead to low open rates and potential filtering into spam folders.
Best Practices for Press Release Writing
Press releases must follow journalism best practices – a catchy headline, a strong news hook, factual presentation, referencing of other statements, and unbiased language. Structure it in an “inverted pyramid” format, with the most crucial information upfront and supporting details following in order of importance. Be sure to prominently feature any newsworthy names early on, whether partners, investors, regions or industries.
At TechPR Africa, we have content experts and former journalists who deeply understand these dos and don’ts. We possess the skills to improve your success rate and build lasting relationships with relevant media outlets.
