This is why the bar for PR distinctiveness is high, and getting higher. It’s harder to stand out from the crowd.
Social media may be the hottest new channel for distributing ideas and breaking through the clutter. But the timeworn press releaseâ—âdistributed to traditional media and “new media” alikeâ—âcontinues to be the workhorse for many PR practitioners.
Like the art of writing itself, writing an effective press release is a craft that must be learned and honed. Some get it right. Others don’t. Much has been written about what makes for a successful press release, so here are some tips for writing one that will likely end up in a reporter’s email junk folder:
1. Ignore your audience. This should be considered a cardinal rule for press releases that don’t generate coverage.
There are several audiences you need to ignore. First, you need to disregard what the reporter you’re pitching to wants. Second, you should completely disregard what their editors are looking for. Above all, be sure to exclude anything in the press release that would be relevant to the customers you’re trying to reach.