There’s a clear way around press release failure and it’s called the pitch. A lot like it sounds a pitch is a fast throw at busy editors about a possible story. If they want to find out more, then you send the press release.
That leads me to a huge pet peeve: Sending out press releases via e-mail to a list of editors. From my experience it’s never – ever – worked. I no longer try it and suggest you don’t either. It’s a waste of your time and all of the editors. Instead:
1. Focus on a handful of your “dream publications.” For me, I’d like to get into Fortune Small Business, Entrepreneur magazine and the Wall Street Journal. When picking your publications, think of your target audience. What do they read and why do they read it?
2. Pick the section you’d like to appear in. You never know, but chances are you won’t appear on the cover of the publication in your first attempt at placement, instead, focus on sidebars, resource listings and short news sections. Almost all print pubs have them. Look at it as the waiting room for bigger and better stories on the unique products and/or services...
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