Getting your press release published
Over the years as editor of various magazines I’ve seen heaps (and heaps) of press releases. Some work and some don’t. The releases that work get followed up, and possibly published, and the ones that don’t work end up in the bin.
So what makes a press release work?
The writers of press releases that work put themselves in my shoes; I’m a busy editor working to deadlines. I have readers who want to know about stuff that matters to them; that is interesting and will add value or help them in some way.
I’m looking for press releases that give me valuable information that I can clearly see will benefit my readers. The writers have done their homework and have figured out the angle or link that will make their news interesting to my readers. These press releases back up their blurb with facts and figures, that I (a time-poor editor or writer) can draw upon or flesh out further.
And they’re relevant. There’s no use sending off a press release about eco-wool insulation to a small business magazine (unless you can make the connection obvious!).
A good release will always include all the basics too; if it’s embargoed or the release date, appropriate contact details and background details.
Press releases that don’t work are the ones from people firmly in their own shoes, so to speak. They just tell me how wonderful they are (and they probably are wonderful) but don’t tell me what they offer my readers. And I usually don’t have the time to figure out what that is.
So you’ve started a business, you have plush offices in the city, three lovely employees and you offer your first appointment free? Great! But that’s an ad for your business, not a press release. Tell me about the 84 percent of small business owners who don’t back up their computers to secure offsite data storage and the latest invention that makes it really easy for them to back-up (or whatever).
Should you send press releases?
Editors are busy people, and a good press release will bring something news worthy to our attention – and we’re always looking for good content for our publications. So yes, do your research, put yourself in the editor’s shoes (ask yourself would this be of interest to the readers of the publication; how can I make it of interest?), tailor each press release to each publication, cull out any overt self-promotion and send it off!
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I’m passionate about social media – I founded the online community entrepreneurette in 2006 and flokka, the blog network in 2008, after a decade and a half in magazine publishing. A typical ‘maven’ I love to share what I’m learning, researching and implementing - as well as what’s working for my clients, my students and my network members, in the worlds of social media and business in general. I’m Fiona Powell and this is my blog. 
