I stopped using press releases several years ago. I thought they had lost most of their impact.
Then a conversation with a good friend and mentor changed my perspective.
She explained that the days of expecting organic features from simply publishing a press release were long gone. But she was still getting strong results by directly pitching relevant journalists once the release went live, using its key points and a link as added leverage.
I reluctantly tried her approach, and the results were phenomenal, earning my client multiple organic features.
My first thought was, “If it worked this well with a small tweak, I can make it even more effective with a comprehensive strategy.”
The strategy I’m about to share is the result of a year of experiments and refinements to maximize the impact of my press releases.
Yes, it requires more research, planning, and execution. But the results are exponentially greater, and well worth the extra effort.
Research phase
You already know what your client wants the world to know — that’s your starting point.
From there:
Map out tangential topics, such as its economic impact, related technology, legislation, and key industry players.
Find media coverage from the past three months on those topics in outlets where you want your client featured.
Your list should include a link to each piece, its key points, and the journalist’s contact information. Also include links to any related social media posts they’ve published.
Sort the list by relevance to your client’s message.
Planning phase
As you write your client’s press release, look for opportunities to cite articles from the list you compiled, including links to the pieces you reference.
Make sure each citation is highly relevant and adds data, clarity, or context to your message. Aim for three to five citations. More won’t add value and will dilute your client’s message.
At the same time, draft tailored pitches to the journalists whose articles you’re citing, aligned with their beat and prior coverage.
Mention their previous work subtly — one short quote they’ll recognize is enough. Include links to a few current social media threads that show active public interest in the topic. Close with a link to your press release (once it’s live) and a clear call to action.
The goal isn’t to win favor by citing them. It’s to show the connection between your client’s message and their previous coverage. Because they’ve already covered the topic, it’s an easy transition to approach it from a new angle — making a media feature far more likely.
Execution phase
Start by engaging with the journalists on your list through social media for a few days. Comment on their recent posts, especially those covering topics from your list. This builds name recognition and begins the relationship.
Then publish your press release. As soon as it goes live, send the pitches you wrote earlier to the three to five journalists you cited. Include the live link to your press release. (I prefer linking to the most authoritative syndication rather than the wire service version.)
After that, pitch other relevant journalists.
As with the first group, tailor each pitch to the journalist. Reference relevant points from their previous articles that support your client’s message. The difference is that because you didn’t cite these journalists in your press release, the impact may be lower than with the first group.
Track all organic features you secure. You may earn some simply from publishing the press release, though that’s less common now. You’re more likely to earn them through direct pitches, and each one creates new opportunities.
Review each new feature for references to other articles, especially from the list you compiled earlier. Then pitch the journalist who wrote the original article, citing the new piece that references or reinforces their work.
The psychology behind why this works
This strategy leverages two powerful psychological principles:
We all have an ego, so when a journalist sees their work cited, it validates their perspective.
We look for ways to make life easier, and expanding on a topic they’ve already covered is far easier than starting from scratch.
Follow this framework for your next press release, and you’ll earn more media coverage, keep your clients happier, and create more impact with less effort — while looking like a rockstar.