As a publicist, I understand the frustration of pouring your heart and soul into a press release only to have it go unread by journalists. It can be discouraging and feel like a waste of time and effort. But fear not, because there are ways to improve your press releases and increase the chances of them being read. Here are the top five reasons why journalists may not be reading your press releases:
# 1: Your Headline Is Weak
The headline is the first thing a journalist sees, and it needs to be attention-grabbing or they may not bother reading the rest of the release. A good headline should be concise and to the point, while also being attention-grabbing and accurately reflecting the content of your press release. It should give the journalist a clear idea of what your press release is about and why it’s newsworthy.
One way to ensure your headline is effective is to keep your target audience in mind when crafting your headline. If your press release is geared towards a specific industry or niche audience, use terminology and jargon that they’ll understand and relate to. On the other hand, if you’re targeting a broader audience, keep your language straightforward and accessible.
In addition, it’s important to ask yourself if it would make you want to read the rest of the press release if you were a journalist. If the answer is no, then it’s time to go back to the drawing board. Consider posing a question or using action verbs in the headline to make it more engaging.
Remember that your headline is only one part of your press release, and the content itself needs to be compelling and newsworthy to keep the journalist’s attention. However, a strong headline can be the difference between your press release being read or ignored. So take the time to craft a headline that accurately reflects the content of your press release while also grabbing the journalist’s attention.
#2: Your Release Is Too Long
Journalists are busy people, and they don’t have time to read lengthy press releases. Keep your release short and to the point, ideally no more than one page. When it comes to press releases, brevity is key. A lengthy press release can be overwhelming and may even turn off the recipient, leading to it being ignored or deleted.
To keep your press release short, focus on the most important information and keep your sentences and paragraphs brief. Use bullet points or subheadings to break up the text and make it easier to scan. Avoid using technical jargon or unnecessary details that may confuse or bore the reader.
Finally, remember that a press release is not meant to tell the whole story. It’s a teaser that’s meant to pique the journalist’s interest and get them to follow up with you for more information. So, keep your press release short, sweet, and to the point, and leave the journalist wanting more.
#3: Your Release Is Irrelevant
One of the most important aspects of a successful press release is making sure it is targeted to the right journalists and publications. Journalists receive countless press releases every day, and they are more likely to take notice of those that are relevant to their specific beat or publication.
To ensure that your press release is well-targeted, it’s important to do your research. Look into the publication and journalist you are targeting and make sure that they cover topics related to your story. Check their previous articles and see if they have covered similar topics to what you are announcing. You can also check their social media accounts to get a better sense of their interests and the types of stories they tend to cover.
Sending a press release to a journalist who doesn’t cover your topic is a waste of time for both parties involved. You’re unlikely to get a response, and the journalist will have to take the time to read through a press release that isn’t relevant to their work. By doing your research and targeting your press releases to the right journalists and publications, you increase your chances of getting noticed and generating media coverage.
#4: Your Release Lacks News Value
When it comes to press releases, it’s important to remember that journalists are looking for newsworthy stories that are relevant to their readership. While it’s great to promote your company or product, a press release that is solely focused on self-promotion is unlikely to catch a journalist’s attention.
To make sure your press release is newsworthy, try to identify a unique angle that sets it apart from other similar stories. For example, if you’re announcing a new product, focus on how it addresses a specific problem or fills a gap in the market. If you’re highlighting a milestone or achievement, emphasize what makes it significant and noteworthy.
It’s also important to keep in mind that what’s newsworthy can vary depending on the publication and its audience. Do your research to make sure your story fits with the publication’s editorial focus and target audience. This will increase your chances of getting the attention of the right journalists and ultimately getting your story published.
#5: Targeting The Right Journalists
Targeting the right journalists is crucial for the success of your press release. You need to research and identify the journalists who cover your industry or topic and focus on building relationships with them. I learned the hard way that sending your press release to a random list of journalists who may not be interested in your story is a waste of your time and theirs.
To target the right journalists, start by identifying the publications or media outlets that cover your industry. Look for journalists who have written about similar topics or stories in the past. You can also use social media and online directories to find journalists who cover your niche. Once you have a list of targeted journalists, personalize your outreach and explain why your story is relevant to their beat.
By targeting the right journalists, you increase your chances of getting your press release picked up and getting your story in front of the right audience. Remember, it’s not about the quantity of journalists you reach out to, but the quality of your outreach and the relevance of your story to their beat.
At the end of the day, writing a successful press release requires attention to detail, research, and a clear understanding of what journalists are looking for. By avoiding these common mistakes and crafting concise, relevant, and well-written releases, you can increase the chances of your story being picked up by the media.