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Most press releases do nothing. It’s a fact.
Why would we say this? Because it’s true.
- Most companies think that their first press release will change the business. If it doesn’t, they stop sending press releases.
- Most companies write safe, boring press releases. Media ignores them.
Here’s what you need to know:
- Your first release is an introduction. It may take several attempts, using different hooks or angles, to grab media attention. It’s also true that most advertisements do nothing, but companies don’t stop advertising. Why would you stop press releases after a single try? Multiple attempts are needed to make an impression in many areas of business.
- Safe topics like “our 10th year in business” or a “special promotion” for a press release topic – these do nothing. But there are things (“ugly” secrets people only whisper about) in most industries that people could talk about to get media attention. Don’t waste your time and money on a safe press release.