So, you have carefully crafted the new press release ensuring that the headline will really grab the attention of your targeted journalists. The body copy details how the new product will genuinely benefit business or society. And being really smart you have seeded the entire text with keywords, so that your important information will be found when it’s published on the web.
Knowing that imagery is important you have had a photographer shoot some creative pictures in hi res ensuring that the brand name is visible but not too “in your face”. You have even provided a colourful infographic which provides some useful data about the market size.
So now to distribution, you select only the most relevant journalists, being conscious that you don’t want to be seen, or worst still blocked, as a PR spammer. You are all set, and so you open your PR distribution software and add a customised mail merge introduction, Dear John …. Then you hit send and, hey presto, the press release has been sent worldwide.
But the next day you look at the stats only 5% opened!! Panic sets in, and you redistribute, then you are blocked as a PR spammer.
And the moral of this story is? Get to know your key journalists, talk to them first, explain why the new product is important and then send the press release.