It is becoming increasingly difficult to get published in mainstream media. With all the big issues that are coming out, big news outfits can’t seem to provide space for public relations content. But don’t lose hope. It’s not the end of the world. There are still strategies that work for you to get your press release published.
It is important to present yourself as a worthy news source, not just a mere public relations firm that provides press releases for the interest of its client alone, and not to really provide helpful information to the reading public. This must be a top priority among public relations managers because the distribution of press releases, or the information dissemination part, is at the heart of its operation when launching effective campaigns.
Establish Your Legitimacy
Write your press release as if it is a legitimate news item. It should be accurate and factual like any other news article. This way, the publication will not have second thoughts, and see your press release as a serious information dissemination campaign, not pure publicity.
Remember that media companies have editors that filter through news items and press releases to check which ones are truly newsworthy. They have trained eyes and know-how as to which ones are legitimate and which ones are mere self-serving articles that uplift a product or business.
Know Your Audience
Before writing your press release, make sure you know who your target audience is. Most importantly, you also have to know the audience of the media firm that will receive your PR.
You cannot send a PR document on real estate development to a media company that publishes medical news. Nope, it will not be appropriate. So be mindful of what you send. You cannot create a general press release for distribution because media outfits have different editorial scopes, as well as audience.
If you keep sending them releases that are not relevant, your PRs could end up being tagged as spam. Your succeeding PRs will either be deleted as spam or be thrown to the waste bin.
Sound Authentic and Professional
Be truthful when talking about the client or the product you are promoting. Provide honest information as much as you can. If the media see you as a legitimate news source, you will have no problem in requesting them to write about your client/product, or to squeeze in your article in their publication.
You must also avoid using jargons or terms that people of a particular trade can only understand. Do not be too technical when providing descriptions. Use simple, conversational words.
Be Patient and Courteous
Timing is everything when approaching representatives of the media. Know when to approach and talk to them. As mentioned earlier, they have a lot on their minds, and have tons of work to attend to. And most of all, they have deadlines to meet on a daily basis so you cannot just barge in and bombard them with your press release.
When you see an opening, talk to them courteously. Once they accept your PR, give them a call to gently remind them about it after two or three days. And do not call them constantly all through the day. That will only annoy them, and your press release could lose its chance to get published.