Great media relations is really hard work. It's where the term "earned media" gets its name. And while technology is making it easier and easier to get your press release into the hands of reporters and editors, it's also much tougher to get them to pay attention.
Don't gloss over that last point. It's really tough to get the media to pay attention.
So, how can you improve your odds?
Narrow your focus
Instead of blasting your release in a shotgun approach, try to get very specific to the reporters or media outlets most likely to be interested.
Better yet, see if you can target a reporter who's actually written about your industry or issue. Now, you're likely to connect.
Use a compelling subject line
Reporters and editors are sifting through hundreds of emails each day. What's going to cut through the noise?
A little imagination and a little practice will start to pay off for you. Writing great headlines and great subject lines is an art. Don't expect to get it right every time.
Include a personal note above the actual release
Make it clear why you think this reporter would be interested in your story. Show the reporter you're trying to help them do their jobs more effectively.
What about you? Have you found new ways to get your press release or advisory noticed?
Mack Communications | @mack_comm