What to do if an Editor won’t take your call…

September 29, 2009

So, imagine the scene…

You’ve sent your shiny, perfectly-formed, stunningly-interesting press release to all your target Press. Not a single irrelevant media contact has been emailed. You have absolute confidence in the power of the story contained within your PR correspondence.

And then?

Nothing, nadda, zilch. Three days pass and not a single, salutory email or phone call from any of the contacted editors.

What next?

Don’t fret, panic or take it personally.

I receive 250 emails per day from company prs, in-house marketers and PR Agencies dealing on behalf of clients across the UK. And roughly 10% of them are worth reading. As in, worth taking a closer look because they are actually, fundamentally newsworthy and may interest my readerships. No sales pitches, PR spin, irrelevant waffle, just good old-fashioned News.

So, are you being honest with yourself?

Ask yourself these questions:

1. Is the press release just a poorly-worded sales effort?

2. Is it really relevant to the target readership?

3. Is it about current or upcoming News in the business, or a re-hashed story from 3 months ago?

4. Is the accompanying image of appropriate quality for the publication or online portal?

5. Is the editorial well-written, punchy and without waffle – does it succinctly tell the story?

6. Have I given the press release to a third party to check before emailing it to the Press?

If you can pass the above questions, and still no contact from the Press, be patient. Be persistent. Keep sending the right PR, in the right format, at the right time, and within our deadlines. We’ll get to it eventually.

Oh – and never, ever, ever ring us to see if we’ve recieved it. You’ll often find an expletive offends.

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