Marketers and public relations professionals can find plenty of advice on how to write a press release, but rarely is that advice directly from the journalists that press releases attempt to engage.
It turns out, journalists have a lot to say about press releases. It also turns out that marketers have a lot to learn.
Although I only recently joined an inbound marketing agency, I'm a 25-year veteran of the Chicago Sun-Times and the Contra Costa Times, among others. For decades I started my mornings weeding through the press releases in my inbox, one finger hovering over the "delete" key and ready to strike.
Wondering whether things have gotten better lately, I reached out to several journalist friends.
"Most of what I get is garbage," said Mary Pols, a longtime Portland Press-Herald/Sunday Telegram reporter who has also worked at the Los Angeles Times.
Follow these top 9 recommendations to stand out
As I spoke with my journalist friends, various tips and suggestions came up more than once. Use those tips to help your press release stand out from the ineffective and soon-to-be-deleted competition in your target journalist's inbox.