It’s easy to become frustrated when nobody will pick up your press release.
You send it out a hundred times a week and get three “no, thank you” messages and, otherwise, a whole lot of nothing. It’s incredibly frustrating, especially when you know you have a legit press release with real news behind it.
It can be tempting to just scrap your pitch and move on. However, you spent a lot of time on the press release. You’ve edited it to perfection, sent it to your peers to proofread, and even had some journalists say they love it but they just don’t have room. It’s obviously good, so don’t throw in the towel just yet.
So what should you do?
Here are some ideas to get more mileage out of your press release:
Check your audience
Are you sure you’re targeting the right journalists and audience in general? Sending your press release to every person on the planet sounds like a good idea, but it might actually hurt your chances.
Make sure you’re sending the press release to the right people in the first place. For example, a story about your new accounting software doesn’t work for a home and garden magazine, no matter how clever your cover letter is.
Speaking of cover letters…
How’s your communication been with everyone you’ve contacted? The press release itself may be perfect, but you could be losing potential interested parties with other messages you’ve sent out.
A colleague was going through similar trouble, trying to figure out why nobody was picking up the press release about their brand new store location. They went through all the necessary measures to make sure the physical document was pitch perfect.
Unfortunately, they forgot to give the email pitch the same treatment. After sending out tons of releases and getting no response, they realized they had been copying and pasting the name of another publication in the middle of the pitch. It looked like they didn’t do their homework—and journalists chucked their release into the circular file.
Just because nobody is biting on the actual press release doesn’t mean you can’t use your work. You’ve done all you can to get it to traditional papers, magazines, and such; why not now go for something different? Considering that traditional media is on a decline, it may not be such a bad idea to do this anyway.
Stretch the information inside out more—get some additional facts and figures to back up your claims. You can use all this for blog posts for your own website as well as for guest posts on other blogs.
Also, you can now move on from just plain text to using videos, pictures, and other media to make your point. This can stretch what you’ve done even further so your previous work doesn’t go to waste.
[RELATED: Get advanced writing and editing tips from Mark Ragan and Jim Ylisela.]
How many journalists do you typically contact before giving up on a press release?
Mickie Kennedy is the founder of eReleases. A version of this article first appeared on the PR Fuel blog.