What To Do When the Media Doesn’t Pick Up Your Press Release?December 2, 2013
No matter how long you’ve worked in PR, this has probably happened to you: after going through the effort to create a newsworthy pitch and put together a relevant media list, you don’t receive a single pick up from the media.
However, there are still plenty of ways to put that news release into good use. Here are five:
1. Act like a human
Especially when coming from a smaller company, you have to put in a little extra effort to make yourself stand out from the rest. If your emails aren’t getting attention, pick up the phone. If the reporter isn’t interested, politely ask why. If you can’t turn your release into a published article or blog post, at least learn from it.
2. Shoot for page 2
Don’t go for the big feature, just focus on getting a quote from one of your company’s experts on a “page 2” story. If you can’t make it on the big sites, go for the smaller ones. There are hundreds of blogs and small news sites that will gladly take your story, if pitched properly.
3. Be your own storyteller
You don’t have to depend on a journalist to get your story out to the public. Instead of just sending out news releases, put together personalized pitches with an offer of guest posting on a few key sites in your industry with a unique angle just for them. You can also sign up to post on free community sites like Medium, Blogher, Lucky Magazine, Pick the Brain and dozens more that allow you to upload your own relevant article to publish.
4. Leverage social media
One of the easiest ways to get the word out about your news release is through social media. Monitor Twitter for tweets that could relate to your story. Reach out to journalist through Google+ groups and create a special Twitter list to make it easy to interact with them on a daily basis.
5. Think outside the box
Get creative and turn that text-heavy news release into something a little more exciting like a video or infographic. Content is king and readers crave visuals, so dish out a different kind of news release with a graphic twist.
Keep in mind these tips only work if you have something worthwhile to say. Each company presents unique stories and expertise that only they can contribute; it’s your job as a PR pro to find the best approach to tell your story.
Source: Muck Rack