Why Editors Don’t Read Your Press Releases
I’m going to let you in on a little secret – trade and business publication editors aren’t reading your press releases.
Yes, I know you spend good money to get your press releases published in the trade press in your industry, so this may come as a shock. But let’s be clear, while they aren’t reading your press release, they still read plenty of others that land in their email inbox each day. Some of those press releases even get editors assigned to do a more in-depth story.
So how come editors aren’t reading your press releases, but they are giving time to your competition’s information?
Well, it’s probably because you wasted the editors’ time in the past – likely on more than one occasion – and as a result they have come to expect nothing of value in PR from your company.
But how do you make sure that you’re not wasting their time? Ask yourself if your press release contains solid news.
The No-News Press Release
The biggest mistake companies make with distribution of press releases is failing to differentiate between what is a marketing message and what is news. Press releases should contain solid news and never be a substitute for marketing.
I’ve been a B2B editor for more than 20 years and I can’t tell you how many times I’ve received a press release, started to read it, and then deleted it 15 seconds later – all the while thinking “they should just buy an ad.”
What type of press release elicits the ‘delete’ response?
Well, it’s usually the ones that describe an existing product’s features and goes on to describe how their product is better than their competitor’s similar product. Is that something your company should be proud of? Certainly. Is it news? Is it something a thick-skinned editor who sees 50 press releases a day is likely to send along to a reporter to dig into? No, absolutely not.
Company Celebrations Are Not News
Another example of information that is not a good fit for a press release is any company celebration. If it sounds like you are patting yourself on the back, it’s not what an editor wants to cover in their trade publication.
This includes events like celebrating your 5th anniversary in business or a ribbon-cutting ceremony on a newly-expanded warehouse. Yes, I know you bought cake and brought in employees from satellite offices. So go ahead and share that cake with your employees and celebrate. But don’t expect editors to care. They don’t.
And they don’t care for one very simple reason – these events don’t have an impact on the industry as a whole. They don’t change the competitive balance, they don’t bring a new class of product or service to the market that fills an existing void, they don’t represent moving into new geographic market, etc. In short, they are not the kind of information that might cause a reader to consider changing with whom or how they do business, or the way they do their job.
The Information Editors Do Want
Editors want information that is important to their readers. It has to matter to the industry. News should be game-changing – filling market gaps, introducing disruptive technologies and giving the industry a reason to question how they do business, or who they might want to do business with in the future.
If you have questions about your press releases, give Brandwidth Solutions a call. We’d be happy to help you sort out your PR.