How Do Journalists Source Stories?

Journalists Source StoriesWith the development of the internet, social media platforms, and easier access to information online than ever before, one of the main priorities of the team at 24-7 Press Release is to ensure that all media representatives, including journalists, editors, online editors and reporters have a valuable resource by signing up to our press distribution service.

In the past, journalists relied heavily on their contacts books, the contacts of other journalists in their newsroom, and also the sheer slog of spending hours chasing down leads to source stories. The Web has changed this forever.

Access to information online means that the way journalists source stories has become a more real-time experience, and our clients appreciate that they need to have a visible and viable presence online to reach the media.

We work in partnership with journalists, editors and reporters to make their lives easier, give them great news stories from clients, and to increase our clients’ news distribution success.

Some of the ways journalists source stories now include:

Many media representatives now sign up to receive news stories by email alert – for example, we have over 5,000 journalists signed up directly to our network, as well as another 30,000 journalists through Associated Press and 90,000 journalists through PR Newswire’s journalist portal.

Journalists source stories through social media platforms, including Facebook, Twitter, LinkedIn and Google+ communities. Many news stories are now broken online and via social media, so journalists are used to collating story facts and contacts via social media platforms.

Most stories, in general, are now found by journalists via the Web through a combination of email alerts, RSS feeds, blogs and social media sites – which makes it imperative for you to market and engage your business there, too.

If a journalist is looking at a story sent directly to them, there are a few basic ways to get the message across – give them the relevant information upfront in a pitch with a concise press release and/or bullet points outlining the news angle.

Journalists also like catchy headlines that are also accurate, without being sales pitches or standard product promotions. Go for people-based stories where possible, and stick to one news point. The media loves brevity!

To get free hints and tips on how to provide the perfect press release to a journalist, simply visit here.

If you have any queries or questions about our ranges of press release distribution services, please feel free to get in touch here.

Marketing 101 – Usage of a Press Release; Are You Doing What is Right? Putting to Rest Some Misconceptions.

Marketing and Use Of a Press ReleaseOCTOBER 13, 2013 – With the recent search engine updates (the words Penguin and Panda come to mind) that have taken place over the year, there appears to be some misconception around the usage of a press release as a part of one’s marketing strategy.

Press release service, still to this day, receives the odd requests to have ones press release removed from the system, in fear of being penalized by Google.  The requestor is not aware that any links in the press release are NO FOLLOW and therefore are fine to leave the release.

Google and No Follow

Google and No Follow

What people do not seem to understand is that a Press Release is still one of the most effective and cost efficient marketing tools available if they are prepared and executed in a correct fashion. A quote from John Mueller (Google) states “there is still great value to using press releases. The goal of the press release is to get the word out to the press about your new service or product. When the press hears about what you have to offer and if/when they decide to write about it on their own sites, those links do not need to be no followed. In fact, those stories written editorially are the links that Google values the most.”

We occasionally receive inquiries from individuals saying they submitted a press release, however their phones were not ringing off the hook, and they did not have to add an extra server to accommodate the extra zillions of website visitors they were anticipating after their press release went out.

NewsA press release is a gradual and timed marketing tool.  This means that it may take many releases to be either picked up by an editor, journalist or blogger.  Just because you didn’t hear anything, does not mean someone did not take note, pass it on to someone else or it went unheard. Sometimes, it may take several regular releases before one sees an increase in inquiries, web site traffic or a phone call.  This being said, when a press release goes out, the information needs to be of value and interest for a journalist or blogger to want to follow up.  In this day and age, journalists are bombarded and overwhelmed. Your press release should be kept short. To the point and grab the interest of the reader with a killer headline, or it will go unnoticed and unheard.  It is a tool, which can take some time to attain traction, not a “magic bullet”.

In summary, usage of a press release in a marketing campaign will not go away. They need to be timely, and used appropriately and are not viewed in a negative light as some people may have believed after recent search engine updates.

Founded in early 2004, 24-7 Press Release Newswire is a privately held news distribution company that provides marketing and communications solutions and multimedia gateways for marketers, public relations professionals, bloggers and corporate communication specialists around the globe.

Engaging audiences, the news is disseminated through a multi-channel process to major news outlets, journalists, online social media and bloggers through its network of partners including Associated Press and PR Newswire.

As its 10th anniversary approaches, the company celebrates its position as one of the leading press release distribution services offering high-quality distribution at a moderate price point, making it accessible to all sizes of business.

Think About News When Writing Your Press Release


Journalism news

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!

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