The common thought regarding journalists and press releases is that they loathe them with the fire of a thousand suns. And that’s just not entirely accurate. While they do hate the fact there are roughly ten zillion of them a day to go through (most of them horribly written), the fact is, there are benefits to a press release. If there weren’t, would journalists take the time going through them?
Of course, one of the simplest reasons reporters like a press release is they can reduce the amount of work they do per day. As their editor screams at them that “the news is outside, not in the office!” they can pick up a few press releases and possibly find something juicy. This reduces the time they spend walking the streets.
When a good press release crosses their desk, they have a unique opportunity to not only print it in that day’s edition, but also to include it in further stories. Make it good enough and you’ll have guaranteed stories in the future.
Another major benefit to journalists of well-written press releases is that they cover potential local interests. If your company is expanding, or starting up a philanthropy program, then their readers in the community will want to know about it.
Finding local interest stories can sometimes be tough, but local businesses can often be a great source for material in this area. This is exactly why you should point your press releases in the direction of “local interest.” Readers eat this up and journalists know it. If your company is on top of it, then it’s easy coverage for you.
Maybe the local newspaper doesn’t want to run your story about the new flavor of peanut butter your company invented, but when a peanut butter recall sweeps the state, suddenly they remember that press release from the peanut butter expert. As sites like HARO prove, reporters are always looking for experts on the current news. If you are familiar to them through your press releases, you have a better chance to getting a call later.
Do you know additional reasons why reporters like getting story ideas from press releases? Share below.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/prchecklist.html