If your new launch isn’t getting the coverage you hoped for, here are some tips to turn it around.
If you’ve got an event coming up or a new product or service, you’re probably trying to secure some press coverage. But in our noisy world with a thousand ways to get someone’s attention, it can be hard to get the attention of overworked journalists. Here are a few reasons you may not be getting the press coverage you’d hoped for:
- Your media list wasn’t accurate. In the journalism industry, people move around a lot. Are your contacts up to date? Are they still covering the beats you’re looking for? Do you have their contact information? When you made your media list, was it specific enough, or did you try to go too broad? Your media list should be as accurate, targeted, and up to date as possible. Give it a thorough edit before sending out a press release.
- You don’t have a relevant news tie-in. Journalists are invited to many events and told about tons of products. Why should they care about yours? Your PR pitch should include a tie-in with a current event. Without a news tie-in, it can seem as if you’re asking for an advertorial instead of an article.
- You had bad timing. If there’s a huge event going on in the world that day, journalists just probably aren’t going to find the time to respond to your e-mail. This can be luck of the draw, as you obviously can’t predict certain events, but if you can avoid sending a press release on the same day as a major news event, try and do so.
- You’re not offering anything different. A common phrase in the news world is that “man bites dog” stories are better than “dog bites man” ones. What you have to offer needs to stand out in some way. If it’s just another building opening, what about it makes it unique and newsworthy? How is it different from any other building openings going on? Give it a hook that demonstrates to the journalist why this event is something special and different.
- You didn’t brag enough. A press release isn’t the time to be humble. You should be sharing any awards your company has won, how it’s making a difference in the lives of your customers, and what other people have to say about you. If you have a testimonial from a high-profile client the journalist would have heard of, now’s the time to include it.
With these subtle adjustments, you’ll see an increase in your press coverage in no time.