Landing press coverage can feel like winning the lottery, especially for startups. But many businesses sabotage their chances with easily avoidable mistakes in their press outreach efforts. Are you making these errors and missing out on valuable marketing opportunities?
Key Takeaways
- Personalize your pitches to each journalist and publication; generic blasts are almost always ignored.
- Provide clear, concise, and newsworthy information in your press releases, focusing on the “why” rather than just the “what.”
- Follow up appropriately without being overly aggressive; a single, polite reminder is usually sufficient.
I remember a local Atlanta tech company, “Innovate Solutions,” that almost missed a huge opportunity due to poor press outreach. Their CEO, Sarah, had developed a groundbreaking AI-powered tool for small businesses in the Buford Highway area. It was a real game-changer, offering affordable solutions for inventory management and customer relationship management – two major pain points for many immigrant-owned businesses there.
Sarah was excited and eager to get the word out. She drafted a press release highlighting all the features of the software and sent it to a massive list of journalists she scraped from various websites. The result? Crickets. Absolutely nothing.
Her initial press release was a disaster. It was a five-page document filled with technical jargon that no journalist would understand, let alone care about. There was no clear story, no compelling angle, and no effort to tailor the message to specific publications or reporters. It was a classic case of spray and pray, and it failed miserably.
Mistake #1: The Generic Blast
Sarah’s biggest mistake was sending a generic press release to a massive, untargeted list. This is a common pitfall. Journalists are bombarded with pitches every day. If your email looks like it was sent to hundreds of other people, it will likely end up in the trash. According to research from Cision’s 2023 State of the Media Report, journalists overwhelmingly prefer personalized pitches that demonstrate an understanding of their work and audience.
Personalization is key. Before reaching out to a journalist, take the time to research their previous articles and understand their beat. What topics do they typically cover? What publications do they write for? What is their writing style? Use this information to craft a pitch that is relevant and engaging.
Think of it this way: you wouldn’t walk into the Fulton County Superior Court and start yelling about your invention, right? You’d tailor your message to the specific audience you’re trying to reach. The same principle applies to press outreach.
I had a client last year who wanted coverage in a niche industry publication. Instead of sending a generic press release, they spent a week researching the publication’s editorial calendar and identifying a reporter who covered similar topics. They then crafted a personalized pitch highlighting how their product aligned with the publication’s upcoming themes. The result? A feature article that generated a ton of leads. That’s the power of personalization.
Mistake #2: The Feature Dump Press Release
Sarah’s press release focused on the features of her AI tool rather than the benefits it provided to small businesses. This is another common mistake. Journalists aren’t interested in a list of features. They want a story – a compelling narrative that will resonate with their readers. A Content Marketing Institute report found that 73% of B2B marketers say generating higher quality leads is a top content marketing goal, and a story-driven press release is a great way to do that.
Instead of listing all the technical specifications of your product, focus on the problem it solves and the impact it has on people’s lives. How does it make their lives easier, better, or more fulfilling? What are the real-world benefits of using your product or service?
In Sarah’s case, she needed to highlight how her AI tool was helping small businesses in the Buford Highway area streamline their operations, reduce costs, and improve customer satisfaction. She needed to tell the story of how her tool was empowering these businesses to thrive in a competitive market.
Here’s what nobody tells you: journalists are storytellers. If you want them to cover your story, you need to give them a compelling narrative that they can work with. If you are looking to build authority, consider a marketing strategy focused on that goal.
Mistake #3: The Impatient Follow-Up
After sending her initial press release, Sarah followed up with the journalists every day for a week, demanding to know if they were going to cover her story. This is a surefire way to get blacklisted. Journalists are busy people, and they don’t appreciate being harassed. A HubSpot study found that 80% of journalists prefer to be contacted only once or twice about a story.
Patience is a virtue, especially in press outreach. Give journalists time to review your pitch and respond. If you haven’t heard back after a week or two, you can send a polite follow-up email, but don’t be pushy or demanding.
A gentle nudge is okay, but bombarding them with emails is a big no-no. I usually recommend waiting at least five business days before sending a follow-up. And when you do follow up, keep it brief and to the point. Remind them of your initial pitch and reiterate why your story is relevant to their audience.
We ran into this exact issue at my previous firm. We had a client who was launching a new mobile app, and they were incredibly eager to get press coverage. They hired a PR agency that promised them the moon, and the agency proceeded to bombard journalists with emails and phone calls. The result? The client got zero coverage and a very angry bill from the PR agency.
The Turnaround
After realizing her mistakes, Sarah sought help from a marketing consultant who specialized in press outreach. The consultant helped her craft a new press release that focused on the benefits of her AI tool for small businesses in the Buford Highway area. They also helped her identify a list of journalists who were likely to be interested in her story.
The consultant then worked with Sarah to personalize her pitches to each journalist. They researched their previous articles and tailored the message to their specific interests and audience. They also advised her to be patient and avoid bombarding the journalists with emails.
The results were dramatic. Within a week, Sarah received several inquiries from journalists who were interested in covering her story. She ended up landing a feature article in the Atlanta Business Chronicle and a segment on a local news channel. The coverage generated a huge surge in traffic to her website and helped her attract new customers.
But here’s the real kicker: the key to Sarah’s success wasn’t just the improved press release and personalized pitches. It was the genuine connection she made with the journalists. She took the time to understand their needs and interests, and she treated them with respect. That’s what ultimately made the difference.
I’ve seen too many businesses treat journalists like a means to an end, a tool to be used and manipulated. But journalists are people, just like you and me. They have their own goals, their own pressures, and their own deadlines. If you want them to cover your story, you need to treat them with the same respect and consideration that you would give to any other business partner.
If you want to boost your marketing ROI, executive visibility can play a key role.
The Lesson Learned
Sarah’s story is a reminder that press outreach is not about sending out a generic press release to as many people as possible. It’s about building relationships with journalists, crafting compelling stories, and being patient and persistent. It’s about understanding the media marketing landscape and playing the game the right way.
It’s a marathon, not a sprint. You won’t land every pitch, and you’ll face plenty of rejections along the way. But if you’re willing to put in the work and learn from your mistakes, you can significantly increase your chances of getting valuable press coverage. And who knows, maybe your story will be the next one to make headlines in Atlanta.
How do I find the right journalists to contact?
What should I include in a press release?
A press release should include a clear and concise headline, a summary of the news, background information, quotes from key people, and contact information. Focus on the “who, what, when, where, why, and how” of your story.
How long should a press release be?
Aim for a press release that is one to two pages long. Keep it concise and avoid unnecessary jargon. Journalists are busy, so make sure your press release is easy to read and digest.
What is the best time to send a press release?
The best time to send a press release is typically on a Tuesday or Wednesday morning. Avoid sending press releases on Mondays or Fridays, as these are typically busy days for journalists.
How do I measure the success of my press outreach efforts?
You can measure the success of your press outreach efforts by tracking the number of media mentions you receive, the traffic to your website, and the number of leads you generate. You can also use social media monitoring tools to track mentions of your company or product.
The biggest lesson? Don’t treat press outreach as a numbers game. Invest time in crafting compelling stories, building relationships with journalists, and personalizing your pitches. A few well-placed, thoughtful pitches are worth far more than a thousand generic blasts. Now, go out there and tell your story! And if you are a CEO, make sure to lead the conversation.
