Understanding Why Your Press Release Isn't Being Published
When a journalist does not respond to your email pitch or press release, it is too easy to assume they are busy, do not know your client or organization, or have something similar recently. However, in the vast majority of cases, this is simply because they are not interested. This article explores common reasons why your press release may not be getting published and offers solutions to improve your chances of coverage.
1. Spammy Subject Lines
When sending your press releases to journalists, ensure that the headline—punchy, interesting, and eye-catching—is copied and pasted into the email subject line. Avoid spammy keywords like 'Read this!!!' or 'LATEST NEWS FROM US.' Journalists receive numerous emails, and such subject lines will likely get deleted. Instead, focus on creating a compelling headline that entices the journalist to open your email.
2. Missing Content
Journalists do not have time to chase additional information from you. Ensure that you send everything they need the first time, including the press release and any accompanying images. Do not assume that they will contact you for more details; they simply do not have the time. By providing all necessary information upfront, you increase the likelihood that your story will be published.
3. Incorrect Images
Journalists spend much of their time requesting images. If the images are not provided or are of poor quality, the journalist may lose interest before receiving what they need. Ensure that you send the right image along with the press release. Use Jpegs with at least 300dpi and a minimum of 500KB for print and web-ready images for online publications. Additionally, always send images as attachments to emails. For large files, use services like WeTransfer or share a Dropbox link for easy downloading.
4. Poorly Written Press Releases
Some press releases are so poorly written that it is difficult to understand their content. Nine times out of ten, a journalist will not have time to re-write the story. Make sure your press release is well-written, concise, and factual. If the content is not newsworthy or lacks a strong news angle, the journalist may not be interested in publishing it.
5. Lack of News Value
Journalists will only be interested in press releases that carry a genuine story. To determine if your press release is newsworthy, put yourself in the journalist's shoes. Ask whether your story aligns with the type of stories they typically publish. For example, if you have just launched a new product that is different from anything else, or if you have won a client in an unusual way, it is more likely to get published. Sales messages should be kept to a minimum and should be factual.
6. Lack of Media Knowledge
Before issuing any press release, investigate the media you are targeting. Do they have specific sections where your story would fit in? Do they have a certain style of writing? Do they prefer to have a chat over the phone or do they like to be emailed instead? Understanding the media you are targeting increases your chances of achieving coverage. Use resources like industry publications, press releases, and social media to get to know the media better.
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By addressing these common issues, you can increase your chances of getting published and effectively engaging with the media.