Press Release Writing: Is the press release dead?

December 1, 11:38 AMSF Marketing & P.R. ExaminerSusan Harrow

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Nancy Juetten

You might think that blasting out press releases to national newspapers, magazines, and radio will get you the quickest and best media placements. But you would be wrong.

In this era of Web 2.0 and social networking when you can become virtually anyone's friend with the stroke on the keyboard, the personal approach is what stands out in today's hyper-fast media market.

One of publicist Nancy Juetten's favorite and best clients, Seattle Chocolate Company is a case in point. Among the top placements Juetten got using the personal approach include O, the Oprah Magazine, More magazine, Success magazine and the (upcoming December issue) of Essence. All are excellent media venues for chocolate loving women in America. Juetten also had interest from reporters from the New York Times and Time magazine, which could result in more media placements.

But Juetten didn’t send a single press release to any of these magazines. It’s true. In every instance, she responded to a specific media query that she saw on PRLeads or HARO or initiated contact with a media decision maker she read about in Gift List Media.

Each of these services are essential as they identify the decision maker, the contact information, the submission deadline, and the exact kinds of stories, products, or angles each is seeking. It's then incumbent upon you to reply with a response that directly addresses their explicitly stated needs.  

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"I read the media queries carefully and made certain to reply to them specifically, powerfully, and with both impact and brevity.  To be of optimal service to the decision maker, I offered active links to images of the company’s beautiful, exquisitely packaged chocolates. I gave them active links to the company’s online press room to make it easy for the decision maker to learn more. And, I offered engaging quotes that demonstrated personality and insight, while also making clear that my client and her products were the perfect fit for the publication at hand," Juetten says.

By following Juetten's lead you can insure that busy editorial decision makers can find everything they need easily. Which makes it that much more likely that you or your client will earn their consideration. 

Press releases still have a place in the media relations toolbox. They are necessary when used properly and respectfully. Either way, by personal pitch or by a mass press release to earn “ink and air” the secret is the same...to lead with a great story. 

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