Your release didn’t get picked up because it was an ad, not news.
This is the most common pitfall we see as an agency. Our clients have a new product, service or feature and want to tell the world about it. A press release may not be the best avenue for communicating a new product, service or feature; however, exceptions exist. If it is groundbreaking, industry changing, or truly revolutionary, it is time for a release. If you are not sure, you can ask yourself two questions:
- What is my ideal publication to see my news in?
- Have I seen a comparable story?
If the answer to the second question is yes, then you have a good chance. But beware, some publications are “pay-to-play,” which is against journalistic integrity, but alas, some publications will publish your press release for a fee (typically with a “sponsored” disclosure somewhere on it). You may send in your release to a media outlet and get a email from their sales department 10 minutes later. While publications separate their sales and news departments, a media buy never hurts your chances (this shouldn’t matter with reputable publications). With services like PR Newswire (Cision) and Globewire, companies can pay a fee for a release to be distributed to a selected set of contacts and receive placement as sponsored content with high traffic sites (but with little SEO value since they are mainly no-follow links). If your release is truly promotional, your best bet is to distribute it “on the wire,” with a service like PR Newswire or Globewire, or to just place plain old ads. Promotions disguised as news sow the seeds of distrust that no brand should actively be trying to cultivate. If you are stumped on how to breakthrough the barrier of ad to release, working with a professional can help craft your story into something newsworthy. You may not be paying for an ad or wire distribution, but prepare to pay for their time. Public relations done right is truly an art.