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Why News Releases Fail

Sorry about my otaku with this issue (otaku = more than a hobby, a little less than an obsession).

Many of you may know me, since I run Imediafax, the Internet to Media Fax Service. I send out over a million news releases a year for people via fax and email. You probably think that I’ve got news releases failing on me day in and day out.

Actually, I don’t. The news releases I write and send out for people do quite well. My clients are quite happy with me because they are successful with their outreach efforts.

It’s the draft news releases that people send to me that are my problem.

Fixing the problems I see in the news releases people send me takes forever. It is also very painful.

I’ve seen a lot of news release failure over the years, and I now know what the key problems look like and how to fix them.

My plight as a publicist is that I spend a lot of time educating my clients trying to get them to understand the psychology of dealing with the media.

The rubber meets the road in the news release because this single sheet of paper is the key nexus for all communications with the media. The importance of the copy on a news release cannot be overstated. It has to be free of negative issues or factors that will reduce or eliminate media interest and response. One fatal error and it’s all over.

So identifying the problems and revising the news releases is crucial. I spend a tremendous amount of time and effort trying to avoid sending out news releases with problems still in them.

 

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