Chicago – Press releases, which are news stories, is still one of the most effective ways for a company to get their news out to their customers, potential customer, vendors, and related organizations.
Not only may it get picked up by the trade publications served in the company’s industry, it invariably finds its way on to search engines, spreading the news far and wide.
However, some press release never see the light of day. According to Robert Kravitz, president of AlturaSolutions Communications, the top six reasons for this are the following:
Not Newsworthy. This is probably the biggest problem. B2B editors take about three seconds to determine if a press release will benefit their readers. If not, it is not posted.
Too Promotional. This is the second most frequent reason some press releases go nowhere. Remember, a press release is a news item. If it is to promote a product or service, again, it’s likely not to be published.
Timing. Never send a press release out after noon on Friday or before 9 am on Monday. Editors get hundreds of news stories. If it goes out during these time periods, it likely will get lost in the shuffle.
Jargon. This refers to hard to understand words or terms specific just to one industry. Editors like to see press releases that are easy to read, are easy to understand, and of interest to all their readers.
Boring Title. Trade publication editors invariably change the title of a press release. So, why would we need an exciting title? It’s needed to catch the editor’s eye. If they see an exciting or interesting title, the chances go up the news story will be published.
Bland presentation. Submitting just text and paragraphs can get dull very fast. Add “bullets;” a headshot of someone quoted in the press release’ list; along with quotes. However, too many quotes from too many people can cause confusion. Best quote no more than two people and make their quotes short.
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About AlturaSolutions Communications
Based in Chicago, AlturaSolutions Communications prepares and publishes educational articles that discuss the value, benefits, and features of your products and services. These articles are published in major B2B trade publications, the ones your customer’s read and trust. The company also produce an ongoing stream of search engine optimized blogs, news stories, product releases, digital marketing services, and case studies. Reach them at www.alturasolutions.com
