Press Release Basics

Why They Accept and Deny Your Submissions

Submitting your well-crafted press release is a bit like standing behind the red velvet rope, hoping you have what it takes to make it past the doorman and gain admittance into a big event. The opposition is fierce, with only the best of the best making it to the editor’s desk, much less into the hands of the community.

So how can you rise above all others and make your press release gleam in the eyes of the publisher? All you need is a dash of researching skills, a pinch of creative talent, and a sprinkle of media insight, and you’ve whipped up a blue ribbon recipe for a results-oriented press release.

The Media

The media attitude is a very powerful entity. What filters through the desk of an editor to the pulse of America is whatever he or she deems newsworthy. Scandals, Tragedies, Triumphs, From international terrorism to the lost dog rescue, the media hold all the cards when it comes to what we do and do not know.

They also decide, to a certain degree, the influence each story has on the public by the size of space they assign to it. Readers are obviously going to focus on a half-size, front-page feature article more than they will a 10-line blurb buried in the back of the local section. Placement is crucial because it determines how close your news will get to the reader’s eyes.

Fortunately, news sells. So garnering attention for your press release will be a little like a sales pitch, without the blatant advertising. Sound impossible? Not when you consider how the media mindset operates.

News is, perhaps, the most rapidly changing industry in existence. One minute, a world leader is an internationally respected figure, and in seconds, CNN or some other 24-hour news circuit has leveled his career with devastating “just released” information. The power they wield is most definitely a force with which to be reckoned.

PR News Editors

Editors are faced with a stack of news items every day, with only a limited space to position them. The submissions on their desks rank in order of importance, and from that list, comes the height and width of your column. In order to have a larger piece of the pie, you need to make sure your press release is unique, timely, and important to their audience.

Depending on the relevance of your information, some editors may take the time to rework your release into a suitable style and format for their publication. Don’t give them any reason to choose someone else’s press release over yours.

Space is valuable, whether it’s in the form of print, time on the radio or television. If you want to advertise your product or services, you’ll have to pay a hefty price. This is where the importance of creating an unbiased press release enters.

Editors will decide if they want to allow your item free space, in the form of a news story, or if they’ll reject it, and make you purchase an ad block instead.

There are certain rules to play by when dealing with your media contacts. Courtesies and common sense both play an important role in how they view your news. And don’t forget to take into consideration the local tone and flavor of your own community’s press.

Local News

Some media giants won’t entertain the idea of publishing local news items that do not affect the country on a whole, even if it’s the New York Times, and your soon-to-be-launched website or product is based out of New York City. But if the information is relevant enough to achieve national interest, then they will consider publishing your press release.

If, however, you are gearing your release to a local audience through a community press market, then do all you can to develop and maintain a rapport with the person or individuals who make the decisions on whether or not to give your item the columns and inches you so desire.

And never, ever address your press release to an editor who no longer works for the company. Take a few seconds to read the latest masthead to find out who the current editor is, and then send it to the right person – making sure to spell the first and last name correctly.

If you’re on friendly terms, the editor might give you inside information or direction on why your press item was denied space in the next issue.

As a contributing reporter, which is what a press release writer is, you’re an extension of the news section. So learn everything you can about how to be a team player with each organization. Request their stylebook, or ask if they adhere to any particular news format.

If, however, you discount the style of the paper or other media company, then your value diminishes because you’ve actually added work to their already hectic schedules.

If you disregard the significant formatting and style functions, then the paid staff has to redo the work you’ve already sent in, whether it’s deciphering and typing your handwritten release, or reorganizing the information so that it can easily be edited and cut where essential.