Press releases are a presentation of facts that are sent to journalists in the hope that they will get published and turned into stories. Whether you are approaching a website, magazine, newspaper or broadcast media, a press release aims to shout about something you have done or achieved, helping to raise the profile of a business, company, organisation or even a person, to consequently boost business and profile.

How you write a press release is determined by the 'who, what, when, where, why and how?', i.e. what's the story about? When's it happening? Who's involved? Where's it taking place? How is it happening? Why is it happening? Read these tips on how to write a press release, if you're stuck.

So when you've painstakingly put together your own press release only to find that nothing gets published, how do you find out where you're going wrong?

The following reasons will show you why you might be struggling and how you can tackle them:

Subject | Press release as an attachment | PDF's - straight to delete | Have you sent everything they need | Image in the correct format | Well-written | Promotional for salesy | Relevant | Nagging to get your article published | Attachments can be security risks | Be patient | Sending press releases rather than advertising | Advertorial |

Your subject line looks like spam

When sending your press releases to journalists, make sure you copy and paste the headline into the email subject line. Ensure the headline is punchy, interesting and eye-catching. Don't put things like 'Read this!!!' or 'LATEST NEWS FROM US' – it will just look like spam and is likely to get deleted.

You included the press release as an attachment

Journalists don't have time to open documents, that's whether they're PDFs or Word Docs. Simply copy and paste the headline of your press release into the subject line and then paste the rest of the press release into the body of your email. Make it as easy as possible for the journalist to extract the information and they're more likely to use your story. By all means, attach the document as well – to cover all bases.

It is also worth noting that some media companies are now refusing to accept press releases as attachments due to security risks that files may have on opening. Some even have automatic blocks on e-mails sent with attachments.

You used a PDF

PDFs are an absolute pain for any journalist. They're difficult to extract information from and are so annoying that I simply delete any press releases I receive in this format. Seems harsh but they take up so much of my time that I've grown to despise them. I can not emphasise this enough – do not use PDFs. Copy and paste your press release into the body of the email and make it really easy for the journalist to use your story.

You haven't sent everything they need

Journalists don't have time to chase after you, so make sure you send everything they need first time. That includes the press release and any accompanying images. Don't assume they'll contact you for additional things they might need – just send everything they do need first time. Don't make them chase!

You sent the wrong type of image

Journalists spend most of their time replying to emails requesting an image. By the time they get what they need, the journalist might have lost interest in your story. Send the right image along with the press release and you'll have a much better chance of seeing your story published. Just make sure you send the right image, which means Jpegs with at least 300dpi and a minimum of 500KB for print and 'web-ready' images for online publications.

Journalists won't have time to open up Photoshop and edit images themselves, so make sure they're right. Finally, always send Jpegs as attachments to emails. If sending large files, use WeTransfer or share a Dropbox link so the recipient can easily download them.

Your press release requires an entire re-write

Some press releases are so poorly written that it's difficult to understand what they're actually about. Nine times out of 10, a journalist won't have time to re-write the story. Make sure your press release is well-written, concise and factual.

Your press release isn't newsworthy

It's an obvious reason, but journalists will only be interested in press releases that carry a genuine story. So make sure your press release has a strong news angle and isn't just something that's trying to sell your products or services.

Journalists will only ditch press releases containing lots of sales messages, so keep it factual and newsworthy. What makes something newsworthy? Well, have you just launched a new product that's different from anything else? Or won a client in an unusual way? Put a 'journalist hat' on and consider the sorts of stories that are more likely to get published.

You clearly don't know the media

Before you issue any press release, investigate the media you're targeting. Do they have any specific sections where your story would fit in? Do they have a certain style of writing? Do they prefer to have a chat over the phone or do they like to be emailed instead? Get to know the media you're targeting and you'll stand a much better chance of achieving coverage.

You're becoming a pain

If someone is constantly nagging a journalist with questions like 'when is my story going to get published?', then they'll be more inclined to move your press release straight to the trash can. Let's face it! None of us like to be hassled. It only leaves a bad taste in our mouths. To keep the journalist sweet, don't chase too much and don't become a pain. Respect them and understand that you can't secure coverage for everything, as it's really up to them.

Be patient

You may send an article and have checked and it has not been published. This does not always mean it will not be, as the journalist/editor/web-master may have put your article in the 'to-do' file!

If you have followed all above and really feel your article is newsworthy, then send a polite message. Never get angry or send a 'thanks for not publishing my article' e-mail as it will surely ruin and chances you have for future articles been published.

Sending press releases rather than advertising

Some people will spend hours upon hours writing their own press releases and sending them out over and over again in the hope they will get published AND in the hope it will bring them lots of business from it, rather than simply place an advert with the publication. They do this as they do not want to spend any money on advertising - with anyone.

Do not think that the journalist/editior has 'missed' the obvious mention of a company/business or (if web-based publication) hyperlink to a website.

A press release should have a story and be interesting, rather than a subtle (or not) so way to promote - these are known as advertorials. If the place you are asking to place your release has advertising options you may want to considere these before sending such a piece.

 

The main of this article from Katy Cowan - A writer, journalist and all-round creative, Katy is Founding Editor of Creative Boom. She launched the site in 2009 to support others, as well as indulge her passion for creativity. She loves to discover and champion emerging art, photography and design. Follow her @CBKatyLou