You take the time to write a compelling press release with a great email subject line to hook the journalist…and nothing happens. Journalists don’t respond to your emails or phone calls, and there’s no sign of a written piece when you search the internet. Sound familiar?
I want to take you inside the mind of a journalist. Outside of my duties at Reputation Ink, I’m a sports business reporter and analyst. As such, I receive dozens of press releases and pitches each day, much like any other journalist. Generally speaking, there’s a lot of noise and not a lot of quality pitches. I always try to keep that in mind when I’m on the other side and am the one drafting and distributing a press release for a client.
The shockingly low number of press releases that are picked up
Unfortunately, there are times when clients want to send press releases even when we’ve warned them their story might not be newsworthy. It’s understandable – when you’ve worked hard on a transaction, lawsuit, product rollout or other major project, it’s the center of your universe. It can make it hard to understand why it’s not newsworthy to others.
That’s why I thought it would be helpful to let you into the minds of journalists for a moment. The most shocking fact I can tell you is the percentage of press releases and pitches I receive that I end up writing about: five percent.
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