We understand by now that it is hugely beneficial for your b2b organization to generate media coverage. Yet, it is not as simple as it seems. Many b2b organizations decide to take the plunge toward PR but quickly give up. This often has the same reason. Namely, it doesn't work! Chances are you will make a number of mistakes when approaching a journalist. To save you from this, I have listed a number of reasons why your press release may not get picked up.
The first reason why your press release won't get picked up is also probably the most important. Most b2b organizations only want to talk about themselves without really contributing to the knowledge of a news release. This is a common problem among b2b organizations.
You have to imagine that journalists get an awful lot of pitches and requests daily from organizations that want to share their message in the media. Therefore, make sure you stand out because you have something newsworthy to report. This could be an interesting angle related to a relevant news item from your industry.
By the way, it is also not at all beneficial to your b2b organization if your press release is shared only promoting your organization. Then you are not using your opportunity to show your true thought leadership . So a missed opportunity!
A major annoyance of journalists is when they receive a press release that is totally inappropriate for the newspaper or magazine they are writing for.
It is important that you familiarize yourself with the target audience, topics and type of media you are sending your press release to. The journalist must get the idea that you know what you are writing about and to whom you are sending a message. Therefore, also argue why your message will be a good fit for the platform.
It is important not only to learn about the platform but also about the journalist. Know who you are sending your message to. What topics does this person primarily write about? Is this a good fit for my topic? What else is this person interested in?
Most important of all is the journalist's name. Always address the journalist personally in your email. This will give them the idea that they are not a number on your mailing list. Of course, don't forget to spell the name correctly.
Another annoyance of journalists can be that you don't send all the information immediately. Journalists are often very busy and don't have time to go after all the information. Therefore, they will not publish your story. They simply spend too much time on it than on another story.
Therefore, send your information as completely as possible in one message. It is very annoying to receive several e-mails in a row. Make it as easy as possible for the journalist. After all, you need something from them don't you?
Of course, this does not apply to every press release. But if your message is about the launch of a new innovative product, it is very important to send the product to the journalist.
Journalists really like it when they can also see the product in action. Then they can experience for themselves how great it is. Of course, you can tell yourself how great your new product is, but you want the journalist to see it for himself. The chance that the journalist will then decide to write about it becomes much greater.
Or harshly put, you have no manners. Good manners are incredibly important. You will increase your chances for a placement if you follow some simple rules.
The first rule is: respond quickly. If a journalist responds to your post and asks for more information, don't wait a day to respond. You have the journalist's attention, don't waste this opportunity. Being able to respond quickly is crucial in the media landscape. Can't do this? Then PR is not for you.
Another important rule is: don't follow up more than once. It's OK to follow up your message once if you don't get a response. But don't spam the journalist with your emails. Also, give the journalist at least a week to respond to your message. Don't they do this? Then accept that they don't find this message interesting. Perhaps another post in the future will attract them.
The last rule is: don't stalk the journalist on other channels. Don't send them additional messages on social media or LinkedIn. This is incredibly annoying. If they find your message interesting you will get a response naturally. Be patient.
Don't be stubborn with the content of your message. As mentioned earlier, a common problem is that B2B organizations only want to talk about themselves. This is also the reason why many requests do not receive responses. If a journalist does decide to respond but asks for some changes, don't be stubborn. The journalist knows what interesting content is. Then, if you have to adjust a few things to get the publication, take your chance.
Pr is a part that takes a lot of time and patience. The longer you spend with it, the more it will pay them dividends in the future. Provided you don't ruin relationships with journalists for the reasons mentioned above.
Therefore, take the time to actually build relationships with journalists. Then publications in the future will also be much easier.
Of course, all organizations want more exposure, visibility and credibility by sharing their knowledge. But using PR effectively for your organization is not something you just do on the side. It takes a lot of time to monitor the news and maintain contact with journalists. Organizations often also lack the right resources and network to use PR effectively.
