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Inundating reporters with news releases hurts your PR efforts

By Marjorie Comer

4 things to consider before you send that press release

58280323_sWhen you return to work from a week-long vacation, you probably find a plethora of emails awaiting your attention. For reporters, this is an everyday occurrence. Most of them receive more emails daily than they could ever get to in a single work day.

If your company requires your PR firm to put out a specific number of releases per month, you’re risking your credibility with media outlets. Sending an excessive number of news releases to reporters is not an effective strategy. According to No. 5 on Axia Public Relations’ 15 insider tips for earning media coverage for your company, you should limit the number of press releases to one or two a month. While creating your company’s PR plan, be aware that inundating reporters hurts your PR efforts. Instead of trying to meet a specific goal each month, be sure to follow these four tips.

  1. Be selective of the content your company releases to reporters.

Sometimes, less is more when gaining earned media coverage, especially when you have quality information. Instead of automatically writing a weekly news release, focus on one – maybe two – really good, newsworthy releases each month. Sure, you might have more releases occasionally, however, unless your brand is a household name, it’s unlikely the news media will cover your company’s news weekly.  

  1. Keep your message simple and engaging.

Be sure that it follows the inverted pyramid as well as the current AP style guidelines, which are how journalists write their news stories.

  1. Remember quality is far more important than the volume of activity and deliverables.

Read through Axia’s 10 elements of news to be sure your news is newsworthy. Otherwise, it isn’t worth a news release.

  1. Be sure you’re reaching the right reporter.

Too often, companies are reaching out to the wrong reporter when sharing news. That leads to frustration from reporters who may automatically put your email in the trash and even share with their colleagues that you don’t do proper research. Don’t inundate reporters, especially the wrong reporter.

While you shouldn’t require a minimum number of news releases from your PR firm each month, you should keep informing your PR agents of company news – no matter how big or small. Something you think isn’t newsworthy may actually be well worth the release or pitch because it has the ability to grow legs and take off. Just let your PR partners help you decide if it’s something to pitch to news outlets. Want more tips for building strong relationships with media outlets? Download Axia’s complimentary e-book “Learn Media Relations from the Media” today.

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marjorie-comer-portraitClients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.


Featured image credit: 123rf.com 

Topics: PR tips, news release, earned media

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