Some businesses send out one press release, often when they launch, and never send out a second. Other organisations send out press releases daily and even several times a day.
Is there a recommended frequency?
There are lots of considerations. If you distribute press releases rarely, you’re unlikely to build a relationship with journalists and get coverage, while if you send out endless press releases about the slightest events, journalists are likely to switch off. If they can unsubscribe, they will.
We all want to be noticed and that means attracting attention with news that is interesting. We have to achieve the right balance.
Don’t waste journalists’ time
If you struggle to generate one really good press release once a month, then that could work for you. On the other hand, if you are lucky to have interesting pieces of news weekly or daily, think about how you target journalists. Remember that if they do read your press release, they will scan it for what is relevant to their specific publication. If they don’t find anything, they will delete it. If they receive too many irrelevant press releases, they will unsubscribe, as scanning each release wastes their time.
One option is to ensure you publish all your news on your web site or blog and establish yourself or your business as an authority on your chosen topic. If journalists know that you have lots of news and publish it regularly, they will know where to find it. Publishing on social media networks is also a good way of attracting their attention to different press releases.
These methods enable you to be more selective in what press releases you send to avoid overwhelming them. You can remind them on each press release that they can find more news on your web site.
Tailor distribution for different preferences
Achieving the right balance is a challenge, as different journalists will have different levels of tolerance with some lapping up as many press releases as possible and others being more selective. Journalists on daily newspapers could want more material than those writing for weekly or monthly magazines. Getting to know these preferences is a good idea so you can tailor news to their requirements. And if a journalist does request you to stop sending press releases because they find them irrelevant, do remember to take them off the distribution list.
If you persevere to achieve the frequency that suits your business, you will get the best from your PR campaigns.