How long does a (successful) press release take to start appearing as articles?

[itsnathanhere]

Sorry if this is a stupid question. I've launched an app and went ahead and booked one of those 'write and distribute' services with one of the big UK press release websites. The app deals with topical elements of society and has a few unique features that other apps in the same field don't but current feedback has been really good on. I was confident there's an actual story to it rather than it just being "look at my new product".

The release went live yesterday and so far it's just on two of those automated newswire sites - I was given a report of who the release has been sent to and there are quite a few contacts in local papers, magazines, national papers etc so I know it hasn't just been sent to these two sites and nothing else.

Before I continue - I'm not egotistical enough to think my app contends in the slightest with the big headlines at the moment. I'm also aware that journalists don't owe me anything and that there are no guarantees when it comes to the press. With that said - to those who've done one before - how long does it typically take to be certain one way or the other if the articles are going to come or if your press release failed to gain traction?

 

[fisicx]

TBH it’s pretty much a waste of time using a press release aggregator. Most of the recipients will ignore the submission. They get thousands of these each day and very few are newsworthy. In your case no matter how good you think it is for everyone else it’s just an app.

What does work is a website that an influencer can promote on their socials.

 

[itsnathanhere]

This is fair - I'm guessing individual tailored outreach to publications would be the better approach to take here?

 

[fisicx]

This is fair - I'm guessing individual tailored outreach to publications would be the better approach to take here?

Probably not. There are thousands of apps, good causes, charities and business all trying to tell their story. And then a huge quora of AI slop feeding the machine.

Even finding a journalist willing to read your story will be a struggle.

App promotion means spending cash on marketing. Way too much competition out there for even most worthy of apps to get noticed.

 

[itsnathanhere]

Ah thanks, and the AI point is one I hadn't considered but probably should have - seeing as how hard it is getting an app through the review teams at the moment. Supposedly there's a huge influx of low effort AI rubbish clogging up the pipeline, and I've heard similar for the publishing industry too. It completely makes sense the press are getting the same.

 

[fisicx]

It’s affecting everyone. The scientific community and tech industry is inundated with AI slop as are the medical and pharma services. Many report they are no longer able to cope.

Yet another app will get lost amongst all the detritus. Unless you spend money on marketing.

 

[itsnathanhere]

It’s affecting everyone. The scientific community and tech industry is inundated with AI slop as are the medical a pharma services. Many report they are no longer able to cope.

Yet another app will get lost amongst all the detritus. Unless you spend money on marketing.

Oh I have an ad campaign that's working and some app store optimisation that's beginning to take effect too! I was hoping to build up some word of mouth via the press to compliment the other efforts (naively, granted!)

 

[fisicx]

Depending on the type of app you can get some traction with bloggers and influencers. But they often want cash before doing their thing.

 

[Paul Kelly ICHYB]

If the story is good, it will be picked up quickly, however, it all depends on the release, story and distribution.

I still research my target (journalist) audience and send them the release direct, although not as often these days.

 

[Mark T Jones]

If the story is good,

Quality & relevance

Quality = interesting in its own right, not an ad dressed up as news.

relevant to the audience of that specific journal

Special features
Industry events
Known challenges
popular topics etc

 

[Paul Kelly ICHYB]

Quality & relevance

Spot on.

Sadly, too many press releases are boring or are sent to people/organisations that would have no interest in the subject matter.

 

[fisicx]

the PR should not be about the app. It should talk about the benefits, impact to society, environment, finances, family, whatever. Talk about the problem being solved. Ask yourself, is this a story I’d like to read.

 

[Paul Kelly ICHYB]

It should talk about the benefits, impact to society, environment, finances, family, whatever

It's that bloody sausage, again!

 

[FreddyG]

to those who've done one before - how long does it typically take to be certain one way or the other if the articles are going to come or if your press release failed to gain traction?

OK, here's the skinny! I used to run a news agency and one of our (many) sidelines was to do PR for companies.

An app is of zero interest! The moment a sub-editor sees the word "app", your PR piece goes straight into File Thirteen! It is one of those non-stories that we used to call "Sony looks to the future!"

Your PR piece has to have a hook. A reason for the paper, mag, website, whatever, to run the story. "Oh look! Yet another boring app!" - that is a turkey that no editor will run!

There has to be something sexy about your app - and don't call it an app! The story must have a human interest and be completely app-free in the headline and the first paragraph. Sex, drugs, corruption, naked women, dogs that can play Bach. Anything will do - and the app can be mentioned further down within the story.

I'll give you an example - A theatre in Scunthorpe buys a piano. NOT a story!

A theatre in Scunthorpe buys Andre Previn's piano. That's a story. Admittedly, not much of a story, but it got into the local rag with a full page. Celebs always help to sell any story!

A German professional theatre group started workshops. That was NOT a story. But they desperately needed publicity!

We did a whole work-over on that one! We called it a comedy school instead and the headline was "Ve have vays of making you laugh!" with the by-line "Germans get crash course in humour!"

That was even run by the News of the World.

(I must point out at this stage that I am German - and we love to make fun of ourselves. And the theatre group was immensely pleased with all the publicity they got - it even ran on TV and made the pages of Bild Zeitung!)

Now, do you get the idea?

 

[itsnathanhere]

OK, here's the skinny! I used to run a news agency and one of our (many) sidelines was to do PR for companies.

An app is of zero interest! The moment a sub-editor sees the word "app", your PR piece goes straight into File Thirteen! It is one of those non-stories that we used to call "Sony looks to the future!"

Your PR piece has to have a hook. A reason for the paper, mag, website, whatever, to run the story. "Oh look! Yet another boring app!" - that is a turkey that no editor will run!

There has to be something sexy about your app - and don't call it an app! The story must have a human interest and be completely app-free in the headline and the first paragraph. Sex, drugs, corruption, naked women, dogs that can play Bach. Anything will do - and the app can be mentioned further down within the story.

I'll give you an example - A theatre in Scunthorpe buys a piano. NOT a story!

A theatre in Scunthorpe buys Andre Previn's piano. That's a story. Admittedly, not much of a story, but it got into the local rag with a full page. Celebs always help to sell any story!

A German professional theatre group started workshops. That was NOT a story. But they desperately needed publicity!

We did a whole work-over on that one! We called it a comedy school instead and the headline was "Ve have vays of making you laugh!" with the by-line "Germans get crash course in humour!"

That was even run by the News of the World.

(I must point out at this stage that I am German - and we love to make fun of ourselves. And the theatre group was immensely pleased with all the publicity they got - it even ran on TV and made the pages of Bild Zeitung!)

Now, do you get the idea?

This is massively helpful! Thank you