Get your press release published

How to increase the chances of getting my press releases published? Here are some considerations to get editors interested with your news…
If you want to give information about your event, a novelty or action developed by your company, sending a press release to the media is an excellent way to communicate it when it gets published. Press release benefits are many, such as low cost, increase visibility for your company, get new customers and free publicity, among others. Nevertheless, taking into consideration the editorsÂ’ selection criteria is important when writing a press release.

Avoid self-promotion
The purpose of the press release is to inform the public about news, events, people and things of that nature. Editors and reporters are sensitive to what the reader wants to read. Since a significant portion of news in a publication comes from press releases, editors want to see “real” news and not read materials that are self-promoting. If your press release contains information that is purely promotional and you try to disguise it as news, editors can detect that easily. This can create bad opinions and perceptions about your company through these press releases, and when you have real news to communicate, editors will then ignore your press release due to this. Communicate newsworthy facts.

Send your press in advance
Planning a publication and laying out a publication takes more time than overnight. Respect the fact that there is a degree of planning involved though online media may require a shorter time compared to printed media. Turn in any press releases related to time-sensitive events early enough so that an editor can plan accordingly. Communicating information today about an event tomorrow does not give enough time for efficient diffusion.

Make sure that your press release has a news angle to it
Creating a newsworthy angle increases the probability of getting it published. Write your press release in a journalistic style rather than a marketing style. It should be objectively written as if a reporter were writing the story for you. Your release needs to inform people, NOT sell them something. Three useful tips when writing a release: do not use the third person or hype statements which implicitly imply promotion (such as, “great”, “unique”, “excellent”…,3), and include quotes to convey opinion.

Structure your release correctly
Keep it brief. Your release should be no more than two pages in length (approximately 400 words). This should be enough space to tell the reader who you are, what you are informing and what is the interest. The best releases follow this general structure. First, have two sentences that summarise the news and explain why it is important. The header and first few sentences should capture the readerÂ’s attention. Next, provide the facts so that editors have something to report. Tell how this event compares to others in the field. Lastly, include information about your company. This helps editors understand your business so they can write about it.

Proofread your press release. Look for grammar and spelling mistakes. Professionalism is extremely important.

Identify your target market
You want to publicise in those media that are seen by your target market. Select the publications that are directed to your target and those that your target reads. If a particular publication doesn’t necessarily reach your product market, there is no reason to communicate your news, as they will probably not be published.

However, once you have selected the interested media, ensure that the press release is well written and ready to be used so that the editor will not need to rewrite everything.

Understanding some of these considerations will increase your probability of getting your news placed in the publications that your target markets read.