It is imperative that your press release goes to the right person. When you email your release, it must be clearly addressed to that individual.
Make the effort to find out the name of the news, travel or features editor and send it to them. Do your research online and give the publication a call. Compile an email list of local media and journalists you think would be interested in your story. Whenever you meet journalists, make sure you get their business card and put them on your contact list.
Timing can mean the difference between success and failure. Early mornings are a good time to contact daily newspapers; try to avoid Friday afternoons or the day before public holidays. Find out the day your local paper goes to press and avoid bothering them on that day. Remember, consumer publications have a long lead time, sometimes 6 months or more; they may want to know what is happening at Christmas in August, so be prepared.
Nurture your contacts
Building up a relationship with the media can mean a better reception for your press releases. Don’t wait until the event; contact a journalist in advance and offer to meet with them to talk about your story. Often, face-to-face meetings mean they remember you – you’re not just a name or an email – and therefore, they can relate to you.
Follow up with a call
You have probably spent a lot of time crafting your perfect press release only for it to be buried on a busy news desk. A call to check that your release has been received will bring it to the attention of the journalist, who might otherwise miss it completely. If your story doesn’t appear within the next few days, call up and ask why, then you’ll know where to improve your efforts next time.
