How to approach editors of magazines and newspapers

[E-commercer]

Hi i want to release a press release, first by using one of the wire distribution services, and then by emailing a select few editors and journalists who i feel are in my industry. My question is do i send them the same press release, or use another tactic?

Thanks

[Snippa]

You CAN send the same PR, I have done so in the past. But then you can follow up with a telephone call to verify they received it, and offer to provide additional information. I've always been told it's a nice thing to offer to buy them lunch as well, but in my time as a newspaper editor, no one ever did. ;)

[kate1]

I dont think buying lunch happens anymore - time etc, and these people recieve so many press releases, if you dont get any publicity, how about a competition?

[E-commercer]

Thanks for your answers guys, i appreciate it. If anyone else has any thing to add, please do.

[ethical PR]

Hi

If you could tell us a little more about the story you are trying to promote, your target audience and what you want to achieve by promoting your story, I would be happy to try and make some suggestions.

By the way, as a general piece of advice


Don't assume it's the editor you want to contact (unless it's a small, specialist publication) - if it's a news story - then contact the news editor or for broadcast forward planning. If it's a specialist area ie transport, travel, education, business etc - contact the relevant editor
Please don't call the person you have sent the release to and ask them if they have received it. There's nothing more likely to irritate a busy journalist who is likely to receive hundreds if not thousands of releases a day, then to be called up to see if they have received one of them.
Read/watch/listen to the media you are interested in targeting and then put together some story ideas that you think might be of interest to the audience who watch/read/listen to the media you are targetting.
Helen

[SarahCollins]

I agree about NOT ringing up to find out if it was received. Hugely annoying!

There are certain stories that always go down well.

I always find community-spirited stories (say if you run for Cancer Research or have a fund-raising event) are appreciated, preferably with a good picture (no stiffs in suits!)

[E-commercer]

Hi thanks for all the replies, i am targeting a particular niche which is "music fans". My website is like twitter but specifically for music fans. I was hoping maybe to have the title as

name_of_my_site - "The Twitter of music" launches, what do you guys think?

[Be Known PR]

Hi thanks for all the replies, i am targeting a particular niche which is "music fans". My website is like twitter but specifically for music fans. I was hoping maybe to have the title as

name_of_my_site - "The Twitter of music" launches, what do you guys think?


Unless you are a massive international brand then I would say never put the name of your business in the title or even the first few sentances, it immediately makes it scream 'ADVERT' to the journalist and makes them switch off.

Unfortunately with the number of new websites launching every week, the launch of a new site (unless it does something amazingly different to anything else) is not a very strong news story. You may want to consider trying another tact. Maybe conducting a survey and then using the results as the news story / hook, tying it in to the launch of the new website.

Journalists receive hundreds of press releases by email everyday and generally only actually open and read a tiny percentage of them. You need to give yourself the best possible chance of success by having a strong story and making it clear what the story is right from the word go.

Whilst phoning up an saying 'did you get me release' is a big NO NO. One tactic that does work is phoning them up first with the story. If you do this then you need to know what you are going to say and get straight to the point. Calling and saying 'Hi I am from xxxx and we do this xxxx........... would you be interested in hearing about our new website etc etc' is going to get you nowhere fast. You would need to wade straight in with 'Hi, I have a story about music fans favourite random gig venues in the UK, are you interested?' will probably yield a better response. They are unlikey to ask for the details there and then, but will probably ask you to send them a press release. At least this way you can then start your email with a personal comment about it being good to talk to them - which in turn will make it more likely that they will open and read your press release.

[She Says]

I have recently begun sending press releases to journalists and overall they are nice, friendly approachable people. I don't know about you but I had this impression that they might not be as nice and friendly, I suppose because they are usually so busy and under a lot of stress!