Wednesday, September 14, 2011

Why wire service releases don't work

Business people often use wire services for press releases.

If you want the information added to the Internet, it’ll do that.

If you want the story picked up by a mainstream media outlet, don’t count on it.

Wire service material often goes into a catch-all mailbox no one checks.

If you luck out and someone opens it, most journalists only scan the first sentence or two.

If the first words say the company is announcing something instead of saying what's going on, they’ll probably delete it.

Releases must have newsworthy information up front—what makes the new product unique or what makes the services utterly different.

Don’t fool yourself. Journalists get hundreds of pitches daily.

Send them what they need or don’t waste your time and money.

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