Words Of Infinite Wisdom Part Three: Why Press Releases Get Ignored
I sometimes conduct workshops for PR companies on how to improve their relationship with journalists. “Our press releases get ignored,” they tell me. “It’s a nightmare trying to get a journalist to even read them, never mind respond”. And of course to an extent that’s the very nature of the PR/journalist relationship. Yet some PRs develop excellent symbiotic relationships with a core of journos they get to know well and collaborate with on a regular basis. How is this achieved? Well there are a few do’s and don’ts. Don’t send a long email, make it brief and to the point. Make sure that whatever you write in your subject line is tantalising, topical and correctly spelt. Avoid the scatter-gun approach. Sending emails about an innovation in the world of mops to a beauty journalist is a waste of everyone’s time. If you attach a press release, make sure that the key points of interest are also mentioned in your email, preferably at the top, and in bold. React quickly to news stories and trends, offering pictures, quotes, case studies and scientific back-up. A switched on journalist will soon spot the potential to collaborate on a story. Make sure essential details like prices and availability are included.