Welcome to the first episode of our series on THE PRESS RELEASE.
In this episode, we’re tackling a crucial topic: “No one is waiting for your press release.”
Unless you’re a celebrity, journalists aren’t sitting in front of their inboxes eagerly awaiting your latest press release.
However, this doesn’t mean your press release is useless. On the contrary, it’s a powerful tool to define and control the message you want to convey to the public and the media.
The “forgotten press release” syndrome is all too common.
Why do so many press releases end up ignored in journalists’ inboxes?
Poor targeting often means the message doesn’t reach the right people at the right time.
Irrelevant information dilutes the impact of your story.
And bad timing can cause your press release to be buried under a flood of other news.
For us, a press release is, first and foremost, a tool that helps define what the client really wants to communicate.
We often reshape their entire perception of what an effective press release is.
A press release is not the place to tell your company’s whole story—it’s about:
- Defining the news
- Finding the simplest and most compelling headline
- Selecting the most relevant information and cutting the unnecessary details
For a press release to be useful to journalists, it must be clear, concise, and relevant.
Make sure it answers the essential questions: who, what, where, when, why, and how.
To grab their attention, offer an interesting angle, key figures, statistics, and strong quotes.
A good press release gets straight to the point: avoid jargon, use direct language, and highlight the key message in the opening lines.
Including accessible contact information and additional assets (prioritizing photos) can also make a big difference.
A well-crafted press release is much more likely to be picked up and turned into an article.
Remember: a press release is a tool that makes journalists’ jobs easier if they choose to cover your story.
Maybe “”No one is waiting for your press release,” but it still, event today, an essential tool!
Any questions? Contact me at [email protected].
Nata
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