This blog isn’t about how to write the best press release, or what topics are likely to get the most interest (you can find that here, and here), but specifically about advice when it comes to issuing your release.
You might think that once it’s written, the hard work is done, but how, when and to whom you issue it plays a huge role in the coverage you get.
Here’s how to make sure you’re doing yours justice.
- The right contacts – everyone knows the importance of keeping your press list up to date, so I won’t bore you with that, but it’s worth looking at each release with a fresh pair of eyes. Perhaps the nature of this particular release means you could reach out to new publications that aren’t part of your core list? (And if you haven’t yet got a press list, here’s some tips to get you started).
- Contact journalists individually – there are different ways to distribute a press release, including using a press release wire service, or BCC’ing journalists in one email, but it’s far better to contact people individually if possible. When there are hundreds of emails in their inbox each morning, if you haven’t at least addressed them by name, you’re already on the backfoot. A short personalised message at the top is just a good way to build the relationship and hopefully secure yourself more coverage in the future as well as now.
- Pay attention to your subject line – if as per the above you’re contacting everyone individually by email, it can be (very!) tempting to simply copy and paste your press release headline to use as your email subject line. In some cases this may work, but in others it might well be worth the extra effort to make it more concise and ensure that the most attention-grabbing part comes first.
- Include images in the first instance as appropriate – of course, for many press releases, it won’t be necessary to include images, but if you work in a more visual sector or if you know your press are likely to follow up and ask for images to accompany this news, then by including them from the start you make their lives easier, and if there’s anyone on the fence as to whether to cover your news or not, this may be enough to tip them over the edge.
- Timing – timing is everything, but it can vary across industries and publications. Get to know what works. I have some clients who have trade press that love a press release as early as possible and will cover the news later that day or not at all, whilst I have other clients whose press may take two or three days to consider it, and when they receive the release makes little to no difference. Remember too, that timing isn’t just about the literal time of day you issue your release, it’s also bearing in mind things like what else is going on in your sector that that publication might be covering at the moment, or how many other press releases you’ve sent out recently.
- Consider an embargo – if you’ve got a particularly important press release, or if you don’t have much control over when you issue it (for example it has to go out on a Friday morning, horror of horrors), you might consider adding an embargo, and sending it to your key press a couple of days in advance.
With the right press release distribution strategy, you can make a real difference to your level of coverage. Get in touch if you’d like to know more!
