A very common mistake when you begin a PR campaign is to think that a journalist or bloggers’ job is to wait all day long for press releases. It’s actually a bit more complicated than that. Not only a journalist receives 150 emails a day but also, they are under control by their chief editor. Therefore, you have to be a step ahead.
When you start to do public relations with your company it’s very important to understand that media people are humans like you, that they also have the pressure of their own job (writing articles that will please their readers and not please you).
Pick the right journalists and bloggers. Think about what you’re going to talk about. Think about your audience and people you want to reach out with your press release. Doing that will allow you to detach yourself from your own vision and take into consideration what your public is expecting. From that, you’ll be able to identify the categories you want to target.
Don’t wait the last minute to contact them. Establishing contact weeks before you release your product is a good strategy. A short and nice email to present yourself and your website (what is its concept and how it differs from the others) is a good way to do so. You should also use social networks (Facebook, Twitter, etc.) to start the conversation with them. Another interesting way of getting in contact is going to events and meeting them in person.
Personalize your pitch and give them exclusive news. Now that you have established a contact with the good journalists you should build a real relationship. Don’t be generic: personalize your emails, give them exclusives, and contact them only when your news is worthy. Show them that you care like in any good professional relationship.
Follow up. Just because your contact has finally written about you doesn’t mean your relationship is over. Send (clever) comments about their latest articles every now and then, and always let them know if you have a major event or product improvement to announce – but all this must seem spontaneous. Don’t schedule anything, and don’t get in touch if you have nothing to say!