This article was originally published on PR Daily in February 2015.
PR pros are well aware that reporters, our target audience, sometimes don’t read the press releases that arrive in their inboxes. On the other hand, every day some press releases are read and used for news stories.
What can you do to increase the likelihood that your release will grab a reporter’s attention? In brief, don’t give the reporter reasons not to read it.
Here are 11 things to double-check before sending your next release to a reporter:
1. Spelling matters. You’d be surprised at the number of releases that end up in the garbage because the reporter saw a typo and simply tuned out. Proofing involves more than just running the spellchecker (it doesn’t catch everything). You should read and reread your release or pitch, and even ask a co-worker to read it if possible.