One of the most perplexing things in the world of media relations is why news outlets pick up some stories but not others.
Here are five reasons why your news release or pitch never made it to print:
1. It wasn’t newsworthy.
It can be a hard pill to swallow when your client or boss is convinced every decision, meeting and new hire warrants a news release. News releases are easy deliverables, and certainly useful on your company’s website and for SEO purposes, but if you’re going to forward it to the media in hopes of landing coverage, remember the basic elements that make something newsworthy:
If your news release doesn’t contain one of these elements, don’t send it.
2. You sent it to the wrong person.
There’s a lot of turnover in the media, and contacts are always moving on to other outlets. Make sure you keep lists up to date, either with software or good old-fashioned research. It never hurts to check Twitter or call the newsroom to confirm that your contact is still the go-to. It’s also a great way to check in and give the reporter a head’s up that something is coming her way.
3. You sent it to the right person, but he or she doesn’t know you.