Press releases can be an important way of sharing your B2B business news and building visibility, but there are some common misconceptions about how journalists treat press releases.
Understanding how journalists work is important for writing and targeting your press releases and building a relationship with trade journalists.
From the questions I’ve been asked about press releases over the years, these are the four most common misunderstandings:
1. The press release will get used as written
Nope. Most likely, you’ll have sent your B2B press release to a press list.
Publications and websites are competing for stories and readers. If the story is interesting to the journalist, they will be looking to create a point of difference to make it stand out.
Unless of course they are very busy but then if it is used as written then it most likely means they don’t believe it is worth spending the extra time on. (Sorry.)
2. It’s your story
It isn’t your story. You may have written the press release, but once it’s in a journalists hands, they will do with it what they want to make it engaging for their readers.
Think of the competition and how they want to differentiate.
They may take a different angle to what you’ve presented. They may want to interview someone from your business to get extra information or comment.
And they may talk to other people to get different views – including your competitors.Continue reading “4 common misconceptions about B2B press releases”