Producers, editors and journalists are inundated with thousands of media/ press releases on a daily basis. Making your release stand out can often prove to be quite tricky. The article, Why press releases aren’t always the best way to get press on Technology and Web 2.0 discusses tactics that could be more useful.
75% of journalists find well-targeted, well-written news releases useful, according to a recent survey by Oriella PR Network, an alliance of 15 PR agencies from around the world.
As Jeremy Porter, author of Journalistics notes, this sort of information is pretty misleading. Do journalists prefer well-written, well-targeted press releases over poorly-written, off-topic ones? Well sure. Duh. But are press releases our preferred source for information? Do we really like getting them? Meh.
Porter suggests the following: “Take a break from this blog post and head over to one of the news wire services to read today’s headlines. Let me know when you find a release you’d like to write about it you were a journalist.”
Undoubtedly, the press release is in little danger of disappearing. But as Porter argues and I think most journalists would agree, there are better alternatives to getting our attention.
“You know what works better than a press release?” Porter asks. “Try having a real conversation with a journalist.” Pay attention to what topics we cover. Pay attention to how our publications work.
While a press release might cover every detail of your new product, service, hire, funding, or feature, it doesn’t necessarily mean that it will generate a good story – or any story at all, for that matter. Porter offers some other tips that he believes will be more useful:
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