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How to increase your chances of getting press coverage

Thursday, May 16, 2024

Graphic showing 68% of journalists find press releases useful in generating content, and 82% consider more than half the pitches they receive are irrelevant

Although the death of the press has been predicted for years, a well-placed mention by a respected journalist can still lift your profile. It's why I advocate including "public relations" as part of marketing and brand-building efforts. Particularly if you're on a budget.

Having written in the press on and off for over twenty-five years, my main gripe remains poor targeting. I occasionally receive press releases and PR pitches on topics I've long since stopped writing about. Not only do they get ignored, the senders get dumped into the spam folder.

The adage "know your market" applies as much to journalists as it does to customers. Firing out press releases in the hope they'll generate instant coverage is a fool's game that will do you more harm than good. Yet journalists want - and need - press releases and pitches for ideas and content.

If you do want press coverage, I suggest you start with the following outline process:

Above all, remember the journalist is under pressure to meet deadlines and are likely being approached by tens of companies eager for coverage every day. Clean copy that's relevant and well presented is far more likely to get coverage than firing out hundreds of emails off the back of an old mailing list.

The stats for the infographic come from the latest "State of the Media Report" via Csion Asia. I recommend reading the report as there are interesting insights on how journalists are using Generative AI, social media and the fears they have for the future of their craft.

My name is Ross Hori

I'm a freelance writer, designer and photographer. By day I create articles, features and reports. At night I take photos and write fiction.

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