Journalists often subscribe to press release distribution services to receive the latest news, so that when news is slow or they need to fill a ‘hole’ they have some news releases to turn to.
Even if your release is condensed to a one or two column inch filler, exposure in print media is amazing exposure for any business. So keep the journalist in mind when you begin writing your next press release.
For example, journalists will immediately skip over and disregard releases that read like veiled advertisements in favour of something more genuine and newsworthy. Have you hired a new employee? Yes, that’s a good reason to put out a press release but really focus on the detail or two that will make that announcement different from the hundreds of other new employee announcements circulating. Does your new employee have a background working for major companies, or any notable achievements you can boast about? Is this employee being hired to fill a new role that your company has created in order to achieve new goals for your company? Focus on these points – they will give the journalist something to hold onto and might just prompt that phone to ring.
You can’t pay for genuine news exposure, so write with that in mind and even if no journalist calls, it’s still likely to get far more pick-up than every other news release you could put out!Google+