The press release has long been a PR pantry staple.
It’s an ingredient many PR pros use when cooking up a successful strategy. Why are so many pros continually let down by responses to their outreach?
The PR industry has changed dramatically, but the press release hasn’t kept up.
Great cooking is similar to great PR. Both require experimentation, adequate ingredients and creativity.
Here are three press release writing and pitching tips proven to have reporters asking for seconds.
1. Choose your topic wisely.
Press releases can be a significant financial investment and often require a fair amount of human capital to generate.
All of which doesn’t guarantee meaningful exposure for your brand.
Before deciding to send out a press release, ask yourself these questions:
Content: Based on the audience I’m trying to reach, what format should I choose?
Channel: What conduit should I use to best reach my target audience?
Measurement: How am I defining success?
While your gut may crave a press release, it’s not always going to be the best PR staple to pull off the shelf. Be honest about your end goals so you can choose the channel and content format(s) that give you the greatest odds of success.