Are You Sending Everyone the Same Press Release?

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Tell me if this sounds familiar: You have a great story, so you write a press release. You then send that one press release out to everyone on your media list — local newspaper reporters, editors at national publications, bloggers, TV/radio people, etc.

Admit it, you’ve done this. Probably all of us are guilty of doing this at one time or another.

The problem is that you shouldn’t send the exact same press release to everyone. You’re sending your press releases to a diverse audience. That’s why you need to create tailored press releases for each segment of your media list.

For example, you might want to send the local media a version of your press release that has a local spin added to the story. You might want to embed video or tailor your story in a way that offers opportunity for good video when sending it out to the television news.

You also have to remember that different people on your media list have different interests. They probably don’t all cover the same beat or write the same type of stories. Again, you’ll need to either tailor your press releases to the different interests of those on your lists or just not send certain press releases to certain media members when it doesn’t fit their interests.

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Sending out different versions of your press release also helps you get more mileage out of your story. When you send everyone the exact same press release, not all reporters will be interested in covering it because they don’t want to do the same story everyone else will be doing. But if you tailor your press releases to different audiences, you’ll give each person a slightly different story angle so that they all feel they have something unique to cover.

It’s also important that you understand how the different people on your list like to be pitched. How do they prefer to receive their press releases? Or do they even want to receive press releases? Maybe certain ones would just rather you send a quick email pitch without a press release.

You need to take the time to get to know the preferences of your contacts, and make sure to note these things in your media list. This way, you’ll give yourself the best chance of reaching out to the various people in your media list in a way that gets positive results.

How to Adapt Your Press Release to Different Media Sources

Adapting press releases to meet the specific needs of different media sources and their audiences requires strategic thinking and a clear understanding of the unique preferences, formats, and interests of each publication. Here’s how you can better target media sources and publications by tailoring your press releases:

  1. Understand Media Outlet Profiles: Different media outlets have distinct audiences, editorial standards, and content preferences. It’s crucial to research and understand these aspects to tailor your press release accordingly. For instance, a tech-focused magazine will be interested in the innovation aspect of your news, while a local community paper might prioritize the local impact or involvement.
  2. Segment Your Media List: Create segmented lists of media outlets based on factors like industry focus, audience demographics, and geographic location. This enables you to customize your press release to match the interests and needs of each segment effectively.
  3. Customize the Angle for Each Segment: Depending on the media outlet’s focus, customize your press release to highlight the most relevant aspects of your news. For a business publication, emphasize the economic impact or strategic partnerships. For consumer media, focus on how your news benefits or appeals to the end user.
  4. Localize for Relevance: For local or regional publications, emphasize local involvement, impact, or interest to make your news more relevant to their audience. Local statistics, quotes from local leaders, or the local significance of your announcement can increase its appeal.
  5. Use Data and Insights: Include relevant data, trends, or insights that can add value to your press release and make it more interesting to specific journalists and their readers. This can increase the likelihood of your press release being picked up and featured.
  6. Tailor Your Pitch: When sending out your press release, personalize your pitch email to each media outlet. Mention why you think your news is a good fit for their publication and their audience. A personalized approach can make a big difference in getting your press release noticed.
  7. Provide Supporting Materials: Offer additional resources such as high-quality images, infographics, or videos that media outlets can use. These materials can make your press release more attractive and easier for journalists to transform into a full article.
  8. Follow Up with Key Contacts: After sending your press release, follow up with key journalists or editors with whom you have established a relationship. A brief, respectful follow-up can remind them of your news and offer additional information or an exclusive interview to add more value to their coverage.

I know this sounds like work, but the increase in pickup and coverage you’ll likely receive can definitely make your efforts pay off.

Need Help In Tailoring and Distributing Your Press Release?

We understand that what we’ve discussed in this article requires expertise, understanding of specific media sources, and resources. Our staff of professional press release editors can help you. Let’s talk!

So, what do you think? Do you send out different versions of your press releases or does everyone get the same release? Share your thoughts by commenting below.

This article is written by Mickie Kennedy, founder of eReleases (, 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:

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