What you’re doing wrong
Like it or not, there’s a reason your hated rival is smiling when she reads the morning newspaper, while you’re not. She did something you didn’t: figured out what the publication is looking for. Not just figured out what they thought the public wants to see; they cracked the reporter’s code.
Each reporter wants something out of a press release. He could be looking for a great local story, or filler for a certain page he needs to lay out, or any other number of things. You’ll never know what these things are unless you talk to the reporter, which is what your competitors likely did.
This is why it’s important to do research and put in the work ahead of time. Your competitor could’ve simply learned the reporter at The Local Times wanted a local angle and wrote it that way. Suddenly they’re in the paper and you’re not.
Your competitors’ campaign ideas
Sometimes there’s a little bit more to a press release than just making an announcement. It’s all part of a bigger plan that will hopefully bring success to your company and keep everyone employed.