How to Get Editors to Publish Your Press Releases

Writing a press release is the easy part - getting it published is an entirely different story. Editors of newspapers and other publications receive thousands of press releases every week, which means at least a few hundred are going to get dumped in the trash, so your press release must stand out if you want to have a hope of getting it published. If you write a press release that (1) Doesn't qualify as a press release; (2) Isn't important enough for the publication; or (3) Is poorly written, is will probably end up in the trash receptacle. Here are a few tips on how to get editors to publish your press releases.

Your Press Release is Not an Advertisement
The purpose of a press release is to convey a news-worthy event, and not to advertise your business or organization. In fact, if your press release has too much advertising copy, it won't even be considered for publication. The trick to writing a press release that gets the editor's attention is to put a new spin on it. For example, if you want your customers to know about a brand new product, describe how that product will change the way Americans do things. And don't try to trick the editor by trying to make advertising copy sound news-worthy; they'll catch it, and they'll never read another press release you write again.

Plan Ahead for Your Press Release
Many people make the mistake of assuming that if they submit a press release two days before it needs to be published, the editors will jump right on it in order to make sure that it's released on time. Yeah, right. Instead, your press release will be discarded like yesterday's trash. Editors are under enough pressure without having to deal with late submissions of press releases, and they aren't going to further complicate their day by accomodating you. Make sure that time-sensetive press releases are submitted at least a week in advance.

Add a Local Angle to a National Press Release
If you are submitting a press release to a local publication, and the substance of the press release is of national interest, localize it. Editors like to publish press releases that are tailored to the community they service, so give your press release a fighting chance by addressing local issues. For example, let's say that your press release is about your company's contribution to National Black History Month. If you were writing the press release for the Houston Chronicle, you might discuss the Black History activities going on in the city of Houston.

Editors Cater to the Readers
Even though editors can sometimes seem like inhuman automatons from another planet, they are actually concerned more about the reader than anything (or anyone) else. If your press release would not be of interest to their readership, they aren't going to publish it, so take the time to research the publication and find out about their key demographics. For example, if the publication is geared specifically toward middle-class families, your press release shouldn't be directed at an audience of high-powered executives.

Don't Bring Up Your Advertising Expenditures
Many people mistakenly believe that if they pay for advertising space in a publication, their press releases will have a higher priority. Think again. The editors who deal with press releases are not affiliated with the advertising department and they probably won't even know that you've purchased advertising space. So unless you're Nike, McDonald's or Coca-Cola, you shouldn't remind the editor that you've bought advertising. They don't care.