DO spend time before starting to decide what your angle is and which readers you want to target.
DON’T waste your time sending to titles whose readership does not fit with your target customers.
DO research titles’ readership demographics, style, reporter contact details and deadlines.
DON’T send a press release that isn’t relevant to a title.
A local newspaper in Bournemouth will not be interested in a fantastic new product by a designer from Blackpool. A design magazine will be interested in a fantastic new product by a designer from Blackpool if it is innovative enough. A local newspaper in Blackpool will also be interested.
DON’T send out a blanket press release to everyone.
DO write different versions for different titles.
DON’T just send your release out and hope for the best.
The contact you have picked could be on holiday or sick leave or your email could get stuck in the spam filter.
DO call to let the journalist know it’s on its way and phone again to check they’ve received it. However…
DON’T bother a journalist when he or she is near their deadline, unless you have a genuine scoop for them.
DO pick a good time and be polite.
DON’T think the job is done yet…
DO keep an eye out for your piece – if you’re happy with it a quick email to say thanks will never hurt. If it doesn’t go in, ring to politely ask why. It may be there has been a busy news period and it will soon be featured. If it doesn’t make the grade, ask why, listen to feedback, improve and learn for next time.
DO remember – these are the bare bones of placing and monitoring a press release. There are other factors such as timing and exclusivity. How to write a press release and thinking about accompanying images will be the subjects of future blogs, so please check back. If this all sounds too difficult or you need further advice:
DO please get in touch with me at firstname.lastname@example.org – I’m here to help.