Timing and relevance is everything! If you can send an editor a well-timed pitch, giving them an expert to explain a current event or an op-ed pitch which will get their audience clicking and sharing, you significantly increase your chances of securing media coverage because you're giving them exactly what they need at the right moment. For example, a few years ago, former New Zealand Prime Minister Jacinda Ardern released the world's first Wellbeing budget alongside her country's monetary budget. I knew journalists would be looking for content around the topic, so I reached out to leadership expert Tamsin Simounds, and we crafted a timely op-ed that not only explained the concept behind the Wellbeing budget but also provided practical tips to help audiences create their own. The headline was: "Be More Jacinda: Why We All Need a Wellbeing Budget." It went viral on LinkedIn, was syndicated by multiple media outlets, and if you searched "Jacinda Ardern" in Google News, Tamsin's article was featured for days. It drove speaking enquiries and other opportunities. To achieve outcomes like this, you have to constantly look for ways to make your client's expertise relevant. I take a current event or a zeitgeist topic and ask myself, "What's next in the public conversation about this topic? What are we missing?" "What would their audience gobble up on this topic?" It almost always helps me generate timely ideas.
One specific strategy that has consistently helped my press releases secure maximum media coverage is the use of a storytelling formula. I summarize the main points in the first paragraph, focusing on the context or scenario, the problem, and the solution. This approach has proven to be especially effective for product launches and announcements of new businesses. An essential aspect of this strategy is crafting the headline. It's crucial for me to find the right balance where the headline conveys the key message but doesn’t give away the entire story.
Anytime I am writing a press release either for myself or a client, I almost always include a quote from the founder or a party who's closely involved. This makes the release more personable and gives readers and people of interest a chance to connect with those who may not have a large public image. News organizations and other media outlets can make an entire story off of one quote.
One thing that's helped me secure coverage for my press releases is understanding a press release is like the well known idiom—"If a tree falls in a forest and no one is around to hear it, does it make a sound?" Sending a release is just the first step. From there I use the content of the release to make direct connections to media, tailoring each point of outreach specific to that journalist. For example, I sent a recent release to local tech media in my area who immediately published an article about a product launch. From there I was able to use the release and that specific article to reach the next tier of tech media, building on the credibility at each step. It's hard work and takes time, but it's the tactic that yields the most results for me.
A key strategy for securing maximum media coverage is the creation of a compelling news angle. It's not enough to simply announce your news; you need to frame it in a way that captures the interest of journalists and their audience. For instance, instead of merely announcing a product launch, you could highlight how your product solves a pressing problem, ties into a current trend, or impacts a specific industry. This approach was used by Apple when they launched the iPhone. Instead of just announcing a new phone, they framed it as a revolutionary device that combined three products — a mobile phone, a widescreen iPod with touch controls, and a breakthrough Internet communications device. Moreover, a solid media list is a vital resource. By targeting journalists who cover your industry and tailoring your pitch to their interests, you increase your chances of coverage. Finally, follow-up is crucial. Journalists receive countless press releases daily, so a well-timed follow-up email or call can make your release stand out. Remember, the goal is to make the journalist's job easier by providing them with a newsworthy story that's relevant to their audience. If they need to hunt for information, your release is guaranteed to wind up in the trash.
One strategy we have successfully utilised to maximise press office coverage, is incorporating stats and figures from the relevant category. Including insight from the client's industry helps add context and clarity to a press release, ensuring journalists can read into the wider background behind a story, and not just the brand's position on a specific issue, event or launch. One example where this has proven successful is for one of our FMCG clients, eco-friendly cleaning brand Astonish. Incorporating the latest stats and trends from the wider cleaning category, as well as up-to-date insight on consumer purchasing habits, has given press releases greater gravitas and authority, resulting in record numbers of top-tier media coverage.
Drafting a compelling press release is very important, but equally building strong relationships with journalists is essential. We must make our pitches personalized and reading journalists' stories before pitching them is very crucial so as to not offend them and share the right pitch. For instance, If we reach out to a journalist who has covered similar topics in the past, providing them with a tailored press release, it will help in a positive result of our story being featured and establish a good relation with the media.
Staying top-of-mind with journalists pays off! As a media coach and journalist of 15 years, I tell my clients that the best way to land a media feature as an entrepreneur is to stay in touch with journalists covering stories related to your industry and niche. Look for stories at your favorite (or dream) media outlets. Check out the 'by-line' (or who it was written by) and connect with the journalist on social media platforms like LinkedIn. Introduce yourself in a direct message, explain what you do, and offer to be a featured expert in any articles that they have coming up specific to your niche. And don't forget to follow up. It's crucial to follow up without being a nuisance. A gentle reminder of your presence can increase your changes of getting featured as an expert in an article.
When it comes to generating maximum media coverage for press releases, it always boils down to one word: Relevancy. As someone who has worked as a trade journalist, wire services senior editor, and PR professional (my current role), I have been on all sides of receiving, formatting, and distributing press releases. The more relevant and amenable your content is to your target media outlets - this includes the relevancy of text as well as the accessibility and ease of use and integration of photos and videos - the more likely you are to generate earned media placements. One example that is fresh on my mind is a press release I am currently distributing for my company, Minuteman Press International. One of our franchise locations in Fayetteville, NC is the print and sign provider for the NHL's Carolina Hurricanes. Owner Jared Ostendorf provided a fantastic case study of how he went from season ticket holder to a trusted business partner. Just as important, he provided a fantastic series of photos that really paint the picture of the full scope of work that he's done. I have been reaching out to several trade publications as well as local business publications. Thanks to the relevancy of the content and the quality of the photos, we have already received a placement complete with photos in the trade magazine Printing Impressions and are working on additional media placements as well. That's just one example of how relevancy is key to getting the coverage you want for your press releases.
My advice to anyone looking to really get the most out of their press releases is to not be afraid about sending a follow-up just to make sure the journalist has seen your data. It’s no secret that journalists get hundreds of emails per day, and it’s often not the case that your press release has been forgotten about… You sometimes just need to send that reminder across to ‘bump’ the email up in their inbox.
Consistently addressing the '5W' - Who, What, Where, When, Why - in the first paragraph of a press release has been a key strategy for securing maximum media coverage. This approach, coupled with the inverted pyramid formula where main points come first and details follow, ensures that the release captures attention while answering the journalist's primary questions in one go. Take, for example, a press release for a client who recently achieved unicorn status. We emphasized the crucial information right at the beginning: the investors, the size of the funding round, the usage of the funds, and significantly, how this advancement would influence the industry. By focusing on what journalists need to know, rather than just what the company wants to say, we optimize for success and greater media coverage.
Working for a small community college in a rural desert community, I may have a different approach from my urban colleagues, though I think much of how I operate can be applied universally. We have limited media outlets in our area to get the word out about our college, so it's vital that our press releases result in coverage. The one strategy that I think supports all others in this effort is to develop a relationship with your media contacts, and to maintain that relationship on an ongoing basis. When they know the person sending the press release, and they know your passion for your work and your appreciation for their support, it's much more likely that your releases will result in stories. I try to build those relationships by not only sending out a press release with a note thanking my contacts for their support for our community's college, but to also personally invite them to any events included in the release. When they do attend, I make sure to acknowledge their presence and thank them for attending. When coverage runs, I thank them for their work in ensuring our community knows about what our college provides for our local people - our neighbors, our customers, our audience and I share their stories on social media. I try to make obtaining media coverage for our college into a win-win situation for not only the college, but for our media partners as well.
Press coverage is a year-round effort because it hinges on the relationships you’ve built with journalists. A journalist won’t include your coverage because of your relationship alone, but when you’ve taken the time to deepen those professional friendships, they’re more open to sharing your release. They’re more likely to open your emails. And if there’s an obstacle that’s keeping your release from attracting other outlets, they’ll often take the time to share their honest thoughts on why.
One strategy that has been invaluable in securing media coverage is to integrate technology trends into our press releases. For instance, during the rise of artificial intelligence, we highlighted how our software uses AI to enhance productivity. Tying our product into a larger, attention-grabbing narrative not only piqued the interest of tech-savvy journalists but led to features in several leading tech publications, solidifying our standing in the industry.
One strategy that has consistently amplified our press releases is leveraging high-profile, costly PR distribution services agencies. These agencies, with their hefty price tags, come with a network of elite media contacts and a knack for crafting compelling narratives that resonate with top-tier publications. For instance, when we launched EchoUA rebranding, we partnered with a firm BrandPush. The investment was substantial, but the payoff in media coverage and brand elevation was well worth it. The key here is not just spending big, but spending smart – on providers who promise and deliver exceptional reach and impact.
Incorporating captivating visuals, such as infographics or interactive media, has consistently boosted media coverage for our press releases. A recent release highlighting our client's groundbreaking research findings, accompanied by visually appealing data visualizations, attracted coverage from leading industry journals, amplifying the reach and impact of the announcement.
Using data to back up your release has always helped me land coverage with our press releases. Put yourself in the mind of the journalists covering your industry. What’s current? What’s unique about your information that would be worth covering by journalists? Weaving data and human interest together is a powerful combination that we’ve succeeded with as well. Our main method we use is running open-ended surveys and analyzing the responses for the most newsworthy angle, and then packaging everything together in an easy-to-read graph.
Participating in Help a Reporter Out (HARO) is a powerful strategy that can provide you with an opportunity to connect with journalists seeking expert opinions or insights. By responding promptly with valuable and relevant information, you can establish yourself as a reliable source and increase your chances of getting media coverage. To enhance your outreach, it's important to include concise and compelling details about your press release in your HARO responses. This will grab the attention of journalists and encourage them to explore your full release. By providing comprehensive information, you can showcase your expertise and position yourself as a go-to source for future stories. Cultivating relationships with journalists over time through platforms like HARO can significantly increase trust and strengthen the likelihood of media coverage for your future press releases. Consistently providing quality information and engaging with journalists can help you build a strong reputation and increase your chances of getting featured in news stories.
One specific strategy that has consistently helped our press releases secure maximum media coverage is developing a strong hook. A hook is the angle or the main idea that makes your press release stand out from the rest. It should be relevant, timely, unique, and newsworthy. A good hook can capture the attention of journalists and editors, who receive hundreds of press releases every day and entice them to read more and cover your story. For example, when we launched our new AI-powered content writing platform, we used the hook of “How Content Whale is Revolutionizing Content Marketing with AI”. This hook highlighted the innovation and impact of our product and also appealed to the curiosity and interest of our target audience. We also backed up our hook with data, testimonials, and quotes from industry experts. As a result, our press release was picked up by several major media outlets, as well as niche publications and blogs in the content marketing space. This generated a lot of buzz and traffic for our website and also increased our brand awareness and credibility. We saw a 300% increase in sign-ups for our platform within a week of the press release. So, my advice to public relations professionals is to focus on developing a strong hook for your press release and make sure it aligns with your brand message, your audience’s needs, and your media goals. A strong hook can make all the difference in getting your press release noticed and covered by the media.
Crafting a compelling headline is a strategy that consistently helps press releases secure maximum media coverage. Journalists receive numerous press releases daily, so a captivating headline is crucial to pique their interest. It should be concise, engaging, and provide a clear idea of the news angle. In my view, By using powerful words and addressing the "who, what, when, where, and why" in your headline, you increase the chances of your press release getting noticed and picked up by media outlets. A well-crafted headline can be the difference between your release being opened or ignored by busy journalists.