Is there a formula for
success in issuing press releases?
First and foremost, the release
must be credible in the eyes of the recipient. Important factors
in establishing credibility are:
The release is well written.
Information is presented in
a factual manner. Hyperbole, cute spins and overt sales pitches
are not acceptable to media professionals.
The content is newsworthy and
relevant to the recipient. Write a news release, not an advertisement.
The release is sent to journalists
who have expressed interest in receiving it. Unsolicited releases
are not effective. Media relations works best through personal
contacts or a recognized, reputable agency.
Can I be sure that my
press release will result in media coverage?
In a word - no. There is no guarantee
that a particular media outlet will use your release. It will
depend on a number of factors, such as timeliness, relevance
to current topics being covered and to what extent the content
is judged to be of interest to the publication's audience.
How can I tell if my
release has generated coverage?
Because we distribute so many
releases each week, it is not cost-effective for us to provide
comprehensive tracking information. However, there are a number
of ways that an individual organization can monitor coverage
itself. We provide links to several options in our section on
Tracking Media
Coverage.
