8 things which can happen to your press release
Your news release is thrown into the trash. Every day journalists get as many as 400 emails in their mailbox with press release. Only the most powerful and interesting header gets to be read. Most of the time they end up in trash literally. If you do not write it in a way you want it to be printed, it will also make it harder for the journalists to process and filter out the key messages.
Your news release is printed, but typos and errors are introduced. Ensure you check all the facts and figures to be correct before sending out the press alert.
Part of your news release is printed, without any additional comments. Your quotes may be omitted to adapt to their stories. Most of the time, media wont be taking everything from the press release.
Part of your news release in printed, but your competitors are quoted and they downplay your points. In order to ensure more objective reporting, the press may seek opinion from other industry leaders which are likely to be your competitors.
Part of your news release is printed, but analysts are quoted who change your perspective. These are 3rd party experts with other views which soften your pitch or storyline.
Part of your news release is printed in a roundup with your competitors, and your message is diluted. This may be the most discouraging way of reporting your story. It will make your main story as part of the pointers gathered for a industry analysis.
Part of your news release is printed, but your main point is not included. This usually happen when your key messages are unclear and what becomes a supporting illustration may turn out to be the story for the media.