The issue is that when people send me news releases, it often takes a long, long time to identify and communicate the problems, and then more time again to explain and negotiate all the word changes with the clients, and more time still to finalize the news release and have it ready http://plankeniers.nl/ and approved for transmittal.
Honestly – it can be very painful for all involved. I’m quite brutal on my clients, since their success is all that matters. I don’t pull any punches. My comment process can bruise a lot of highly inflated egos of some otherwise very accomplished people, on the way to a problem free news release that maximizes the chances of success when finally sent. Lots of people think they can write a news release. Very few of them can do it very well.
They simply haven’t followed the media response to enough news releases to learn the errors that are made when they write news releases. They haven’t yet learned what the mistakes are, so there is no learning from continuous improvement.
This is where the blood, sweat and tears of the copywriting business is truly found. It gets even tougher when another professional publicist wrote the news release for the client. Now the client is getting opposing advice from two professionals. One says “Make it Hot” and the other says “Cool it”. What’s a publicist to do?
So my motivations for doing this article are really quite selfish. I want to spend less time doing this. My life will be significantly improved if my clients send me news releases that take less time and energy to fix. Very simply, for each and every news release that comes in and doesn’t have these problems, I’ll free myself to spend more time doing things that are more profitable for my clients and me.
The issues listed here have all been identified as reasons for the failure of a news release. This is based on over 20 years of experience in dealing with the aftermath – the actual number and quality of responses generated from the transmittal of a news release.
So here are the most common reasons why news releases fail:
1. You wrote an advertisement. It’s not a news release at all. It sells product. It fails to offer solid news of real tangible interest, value-added information, education or entertainment.
2. You wrote for a minority, not for a majority of people in the audience. You simply won’t compete with other news releases that clearly are written for a larger demographic of the media audience.
3. You are the center of attention, not the media audience. You focus on your business and your marketing, instead of things the editor and his or her audience will be interested in.