Emerce will soon receive nearly 150 to 200 press releases every day. We will not talk about the content, but about the form in which they are presented. That can really be much better.
Do not send PDF
Many companies and PR agencies issue press releases in PDF format. Obviously, the idea is that PDF looks particularly good. Of course, there is nothing wrong with PDF. But this format is mainly used to display printed matter in digital form, such as books and folders.
For copying text, PDF is a complete disaster for journalists, because by definition, all lines have been erroneously interrupted (hard pay). Correcting these returns is almost impossible. Sometimes, news photos are also included in the PDF and are not provided separately. Then, we must delete them from the document through the necessary art and flight work.
It is also common that press releases are provided as two attachments: PDF and Word. But why not paste the entire message (without complicated formatting) into the message itself, so that we don’t have to open any content? Or refer to your own news page or download photos? Don’t do this either: put press releases and photos in a zip file that we must also collect through WeTransfer. We will most likely ignore such news.
Send photos and logos
The disadvantage of a bare press release with only text is that we have to find the pictures ourselves, such as the “wire” part. We often receive grumpy comments, pointing out that the wrong logo was used again, or the photos did not match your preferences. Therefore, it is best to send your own illustrations. Even better: publish your own press release in Wire. We really don’t want photos of 10 MB or more, nor do we want us to be unable to find the source or rights of stock photos.
It may be disappointing, but we usually read press releases with half our eyes. Therefore, it is important to mention the most important news in the first paragraph, and even better news in the headline. Avoid long introductions of real news after the third or fourth paragraph.
Make sure that the news matches our target group (e-commerce). We don’t mind getting press releases about a new soft drink or a beautiful fashion collection from time to time, but the opening of the North Sea Wind Farm does not belong to Emrce.
Please also take a closer look at the relevance of the news. The changes in the staff of American IT companies will not arouse the interest of many people. Market research that serves as a disguised promotional activity will certainly not. If you can’t do this, please don’t claim to have a market leadership position.
As long as there is a clear reason, Emerce is willing to respect the embargo. The report may be sent at a certain time, or there may be a press conference or online presentation that we need to wait. However, more and more cases are that public relations agencies or news officials randomly choose the time of news release, and the news release does not actually contain any special content, or there is no reason to look for it with the best wishes in the world. We tend to determine when we issue press releases. We found that the most convenient time is the 6 am embargo, so the news can still be included in the morning paper (if any).
Let the news release for a moment
Today, at Emerce, we tend to keep press releases for a few hours, but often make corrections. We are not only talking about spelling errors and grammatical errors, but also saying the wrong name or partner, which should not be mentioned again. Sometimes we even have to delete the press release because “the news has not been allowed to be published”, which obviously makes the news unread. Our suggestion: Let the press release mature for a day and wait for internal feedback, because we will not correct all your questions.
News release can also be sent tomorrow
A well-known phenomenon is the press release at the end of the day. Probably it was drafted yesterday, but the management or marketing director always didn’t have time, only looked at it at five o’clock, and then the public relations office eventually fired him. By definition, these press releases are between two stools. At the end of the day, no news reporter will enthusiastically answer this kind of news. If you have any questions, you will usually not have the above contacts again. The best time to send a press release is in the morning. Then, we can use it to do something all day long.
Avoid peak days
Emerce gets the most press releases on Tuesday and Thursday. What needs to be considered: There are many companies that need attention. However, if you are a start-up company and want to stand out among major companies, please consider sending a press release on Friday (the quietest day to date).
Don’t call us, we call you
In the past, calling reporters was commonplace. Then they want to know whether the press releases are organized and whether we are still doing these things. The response is entirely in the form of eye-catching emails, where the previously sent press release is sent out again, accompanied by the question of whether we have had the opportunity to view it. A company regularly sends us an e-mail that outlines all the press releases that have been sent and asks whether we can instruct us on what we do with them based on each e-mail. If you have not received a letter from us, you can assume that we will deliver an exclusive news without a doubt.