You don’t sit at your desk all day, waiting for a phone call from journalists. Similarly, reporters don’t sit at their desks waiting for news about your company. In fact, given today’s smaller news staffs (because of reduced advertising revenues) and their increasingly busy workdays, there’s a very good chance reporters may not even see your news release.
Distribution of a release via PR Newswire or BusinessWire will ensure that it reaches key news outlets, news databases and online news portals. But these services are simply the electronic equivalent of dropping a document on the receptionist’s desk. They do not guarantee that the journalists who actually report for the media important to your company will ever see your news release, much less appreciate its importance.
A reporter for a local newspaper may receive up to 100 releases a day, and countless additional emails. Journalists on major national publications are besieged by several times this number. You may think your news release is very important, but to a journalist it will be just one item in a stack, unless you differentiate it. How do you make it stand out? Read the rest of this entry »
