On the heels of last week’s post about rethinking (and expanding) the audiences for press releases, we’re putting the press releases under the microscope and focusing on some of the most common questions we hear.
Q: Why don’t my press releases get any pick up?
A: Because they’re written for your execs, not for your audience.
If pick up is a problem, take a hard, candid look at your press releases. Do they have a lot of jargon? Clear message themes? Reader-friendly attributes such as embedded links or multimedia? Many messages make promotion of the brand or organization their sole focus. To say it simply, they read like a hard sell. A very boring hard sell.
So if your press releases are consistently panned, consider making these changes:
1. Find more interesting ways to frame your news. Instead of an announcement about a technical upgrade featuring the updated specs, for example, talk instead about the customer problems the technology solves.