The 3 main reasons journalists ignore your press release
By Paul Green
So you’ve come up with a story idea, written a press release and sent it off to journalists who write for the media titles you want to be featured in.
And… nothing happens. Oh. Disappointing, isn’t it?
Yet it’s not uncommon. 99 per cent of all press releases sent to journalists are dismissed with barely a moment’s thought.
There are three reasons for this, and once you understand them you can make your press release as compelling as possible (which increases your chances of getting publicity).
The first reason is:
Your press release isn’t relevant: Everything journalists write has to be utterly relevant to the audience they serve. If it’s not, they will lose readers (and their job). So your press release must demonstrate to journalists immediately that it is relevant to their audience. This is why the headline of the press release is the most important element.
Your timing is wrong: You have sent your story suggestion too early or too late (for example there’s no point sending a Christmas story to monthly magazines in late November… their Christmas issue will already have been printed and may already be on shelves).
Your press release doesn’t have any Standoutability: It can be depressing for journalists having to read the 99 rubbish press releases to get to the good one they’re going to use. So make it easy for them. Pack your press release with Standoutability (a made-up word, but it sums up exactly what you need).
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