Why Isn't My Press Release Getting Any Press?

I’ve heard this question too many times to count, and chances are that every PR practitioner has been on the asking end a time or two. But before you bemoan the journalist who has a beef with your organization or complain about the reporter who just doesn’t get it, ask yourself the following questions:

Is it local?
This is probably one of the simplest questions you will ask yourself, but it’s also one of the most important. If the story is obviously local – for instance, something about a parade taking place in Eloy, Arizona – proceed to question two. If the local tie is not as obvious, you’ll need to be a bit more creative. And if you can’t find a local tie, chances are the story will not be picked up.

Is it urgent?
Evergreen stories are great, and I love reading them. The trouble is there’s no immediate incentive for reporters to write about them. If the story you’re pitching doesn’t have a natural deadline, try creating one by adding a recent statistic or by tying the story to recent events.

Is it human?
Just about any story you can think of will be more likely to get coverage if there is a human angle. Is it a story about a new technology, program or donation? Then talk about the people who will benefit and how their lives will improve. Better yet, ask one of those people to share a story of how they will benefit.

Is this the right person to pitch?
With today’s ever-shrinking newsroom, the reporter you’ve pitched in the past might no longer cover the same beat or even work at the paper. Do your research to make sure you’re pitching the person who will actually care about what you’re saying.

Is this the right outlet to pitch?
Not every announcement is worthy of The Today Show or the New York Times, but chances are your news will be a good fit somewhere. Have you tried pitching the town newspaper, a local blog, a trade publication, or simply posting it to the company web site, Facebook page or Twitter account?

Does it matter?
As one local journalist says: “If it sounds like PR, then it’s BS.” Just because your client or boss thinks it’s a great story, does NOT mean the story is important to anyone else. This can be tough to explain to the person who pays your salary, so you might have to go digging to give the story purpose. Is there a recent study or trend you could leverage? Is there someone who will benefit from this news that can lend a voice to the story or someone local who was involved in creating the news you can profile? Provide this context, and your story will take shape.