Reach Out & Follow Up
Once you have identified the appropriate outlets and have contact information, reach out and follow up. The Guardian points out, “Local newspapers are often short-staffed, so a well-written press release with all the relevant information may be printed with very few changes.”
If you have never written press releases or do not have a freelance writer at your disposal, FitSmallBusiness.com encourages you to write the pitch yourself. Personalize the communication, explain points of interest, include a few key bullet points, set a timeline, and provide journalists with resources. Public relations director Bernice Mirrilees recently noted that she is “hearing writers say they do not open attachments. Period. So rather than blast anyone and everyone with a press release, send individual emails only to validated contacts with messages crafted especially for them.
Quality Over Quantity
Ultimately, quality trumps quantity, so invest your time in those outlets that deliver the best audience for your business (FitSmallBusiness.com). Newsrooms are always busy places, so some pitches can go unanswered; don’t be afraid to follow up by phone or email. If you have followed up a few times but still aren’t getting any traction, assume they are not interested and offer your story elsewhere (The Guardian). Like anything, the more work you put in, the more results you will get.