Press Release Tips for Getting PR Media Coverage

press release coverage tipsA targeted media outreach plan should be part of every public relations strategy to get editorial coverage when launching a company press release

Often companies send out a press release via traditional mass press release distribution channels and become disappointed when media coverage is lacking or doesn’t appear in targeted publications.

Editorial teams for online or print publications are very limited these days and become swamped with a plethora of news each day. Implementing some thoughtful strategies to help your press release stand out in a news cycle is critical to ensure adequate media coverage in the targeted publications that are most important to your business.

Here are some PR marketing tips for getting more and better media coverage for your next company press release.

Develop a Key Targeted Media List for Press Releases

Simply blasting out a press release to all available media outlets within an industry or geographic area is not an effective way to ensure media coverage. Although distribution of a press release to a full targeted media list is important, a key targeted media list (or short list) of the most important publications should be developed and nurtured.

This short list of key targeted media publications should be the primary publications that are most influential in your niche industry or target audience. These publications (online or print) are typically involved in trade organizations (or even run by trade organizations), publish in-depth articles and news reports and cater to a valuable demographic or audience in your industry.

Ask yourself – what are the must-read publications in my industry? There may be only one or two, or there may be as many as three or four important publications. Put these publications at the top of your key targeted media list for future outreach when seeking press release media coverage.

Establish Relationships with Editors and Editorial Team Representatives

Be sure to proactively reach out to media contacts – particularly for your key targeted media – and introduce them to your company prior to hitting them with press releases and asking for coverage. Start an open dialogue with the editorial representatives (editors, writers or other editorial team members) so they have a baseline for your business.

Providing editors and editorial representatives with a company overview, strategic business details and highlighting your influence within the industry niche will make them more receptive to your press release announcements. Any media coverage of company news is also likely to be more thorough and relevant to your business goals.

Define PR Strategies for Targeted Publications

Understanding the specific business angles each targeted media outlet seeks to cover in their publications is a good strategy when trying to get media coverage of press releases. Stay up to date on the type of coverage the publications provide on their website and/or print publication.

For example, if the publication is more focused on strategic business announcements (as opposed to product-focused announcements) make sure you plan to stress the strategic significance of your press release announcement – for your business and the industry – within your press release as well as in your pre-launch media alerts.

Send Pre-Launch Media Alerts of Press Releases

Editors like to feel like they are given an opportunity for a scoop on developing industry news. A pre-launch media alert – or advance notice – of a press release can be sent to your key targeted media to let them know you are giving them an opportunity for media coverage prior to a full public announcement or distribution.

Include Press-Ready Images and Resources with Press Releases

Make it easy for media representatives to provide thorough coverage of your press release – which should include any needed visuals. One of the best PR tactics for getting media coverage is providing press-ready images or other resources that can be included within editorial coverage. These press-ready images and resources could include:

  • Photos
  • Videos
  • Charts or graphs
  • Illustrations or diagrams
  • Executive headshots (if applicable to release)

Press-ready images and resources should be noted as downloadable links at the end of the release or in the pre-launch media alert with a description and/or caption. Make sure they truly are press-ready; meaning, they are quality high resolution images that require no touch-up for press usage (web or print).

Social Sharing and Publicity of Media Coverage

When you do get media coverage of a press release, make sure you are sharing the news coverage in social media outlets (such as LinkedIn, Twitter or Facebook) as well as your company blog or website.

Sharing the editorial coverage of your press release has several advantages. First and foremost, spreading the news helps generate more exposure for your press release. But publications will also appreciate the extra publicity they can receive for their web or print publication. And, if they are monitoring their website traffic and analyzing popular news/articles they will see that your company’s press release news coverage was well received and the editorial teams may be even more receptive to covering future press releases in their publication.

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Editorial Staff

This article was written by SBMarketingTools.com editorial staff.