4 reasons why your press release was deleted
The best place a publicist could ever put themselves is in someone else’s shoes. Someone’s very underpaid and overworked shoes — because that’s the reality of working in publishing.
If I’ve learned anything from my experience in a newsroom, we must be compassionate to journalists. They are some of the hardest working people in the industry and they rarely receive the appreciation they deserve.
After working in PR for nearly a decade as both a publicist and writer I have the type of perspective that knows how press releases make the cut. I’ve learned from interacting with professionals in PR noticing what they do that I like and dislike and working in a newsroom seeing how journalists and publicists work together.
That being said, there’s no time for poorly written content, bad images or pressure — that’s how press releases get sent to the trash. Here’s 4 common mistakes I see all the time — don’t let this happen to you!
Most publicists initially lose me in their email approach because they do not take the time to create opportunities to connect. Mostly commonly you can expect a press release to include: A long text heavy email with weird fonts, multiple attachments that aren’t formatted correctly and a stranger on the other end asking you to do something for them on their time frame. These emails create pressure, which creates aggravation and is why they are deleted almost instantly.
Remember those long text heavy emails I mentioned earlier? Imagine those reading like a robot wrote them. How do you expect a writer to use that content? They can’t. Writers tell stories.
I recently wrote a blog about this explaining why storytelling is the most effective skill for PR success and it all comes down to engaging audiences. Storytelling becomes the why behind what you do and people will advocate for that.
I can’t tell you how many press releases I’ve seen for the first time the day before the story needed publishing. That turn around time frame does not work. From magazines to TV news — different deadlines deserve different attention. Publicists should know when to send and follow up on content. If they slacked it will show and following up with a phone after an email was sent late won’t likely increase their chances either.
Know your audience and know your writers. Don’t send a press release to everyone in the newsroom, take the time to know who to target and what they like to write about. That little bit of effort will go a long way.
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