How to ensure your first press release doesn't go unnoticed

You have sent out your first press release. With enthusiasm and high hopes, you expect journalists to pick up your news. But what if that doesn't happen? It can be disappointing, but rest assured: you are certainly not alone. Many companies find that their first press release is not immediately picked up. Fortunately, there are ways to increase the chances of success, and in this blog, we'll explain how you can achieve that.

One of the major benefits of sending a press release through a platform like Presscloud is that you gain access to valuable data. For example, you can see which journalists open your press release and how often. This can provide important insights into the level of interest.

Imagine: a journalist from a major newspaper opens your press release multiple times but has not responded yet. This could signal interest, but maybe something is missing to publish the story. This offers you the chance to send a friendly and non-intrusive follow-up. Ask if you can help with anything, if everything is clear, and offer any additional information if needed.

By using these data insights, you can strategically and purposefully follow up, rather than hoping blindly for a response.

It can happen that your press release does not catch on right away, simply because the story doesn't fully resonate with journalists. Maybe your message is too commercial or doesn't hit the right tone. In that case, rewriting it can help, with a better focus on news value instead of promotion.

For example: when Presscloud sent out its first press release, the message focused on a problem that wasn't widely recognized. The result? No response. It wasn't until we rewrote the message and positioned Presscloud as an alternative to traditional PR agencies that the press release was picked up by relevant media.

The lesson here is simple: if your first message doesn't work, don't be afraid to rewrite it. Adjust the angle, focus more on the journalist and less on direct promotion. Then send it again after about two weeks.

Another reason your first press release hasn't been picked up may simply be that you haven't approached the right media. It's crucial to think carefully about which journalists and publications are most relevant to your message. But that doesn't mean you can't expand your press list.

Look for other media that might be interested in your topic. For instance, if you have a press release about a new product for entrepreneurs, you might approach business media in addition to marketing and communication media. By regularly evaluating and expanding your press list, you increase your chances of publicity.

At Presscloud, we ensure that we target not only marketing and communication media but also technology and business media. This has helped us gain broader media attention for our PR-tech startup.

Finally, do not underestimate the power of personal follow-up. Journalists receive countless press releases daily, and sometimes a friendly phone call or a brief, personal email can make a difference. Always remain polite and helpful. Journalists appreciate when you save them time by providing clear, relevant information.

Sending a successful press release requires perseverance and strategic adjustments. Use data insights to track interest, rewrite your message if necessary, and keep expanding your press list. Following these steps will increase the chances that your press release will receive the media attention it deserves. Presscloud offers you the tools to support and optimize this process, ensuring your story doesn't go unnoticed.