Monday, September 22, 2014

Phoning the Editors about your Press Release

Don't phone the editors after you've sent them your press release.

Your New Product Announcement has to stand on its own. Your press release's headline has to grab the editor's attention. The text of the news release has to generate two responses: (1) My readers will likely be interested in this software, and (2) I can print and post this press release without doing a lot of rewriting.

Editors don't like to edit. Actually, editors are very busy people, and they appreciate receiving professionally-crafted press releases that don't have errors in grammar, usage, or agreement.

Editors tell me that the typical follow-up phone call starts with "Hi, this is Joe Smith from Widget Corp. Last week I emailed you a news release about our new Widget application. Did you receive it?" And the editor says, "I don't know," or "Probably," or "It's in the process of being evaluated." Then the developer asks if the news release will be printed or posted, and the editor mumbles something incoherent about lead-times and editorial panels. And both the developer and the editor hang up their phones, annoyed at each other.

Unless you have a different conversation in mind, don't call the editors. If an editor wants an evaluation copy of your application, they'll ask you. If they want to print or post your announcement and they have a question or two, they'll reply to your email.

Be sure your press release does its job, and you'll never have to telephone members of the press.

Learn more about using news releases to sell more software. Visit my press release website.

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