Know Where You’re Sending Your News

Here’s why you need to know the region you are sending your press releases to.

I was looking at a press release about a pump manufacturer moving into a new facility yesterday. I nearly passed on the story twice because of amateur mistakes.

I almost skipped it immediately because the dateline was from outside of my readership, but decided to read on because the release was from a known contact.

After reading the first paragraph, I still could not find how it was relevant to my region. The release’s only saving grace was that, as I was scrolling away from it, I noticed it had been sent to other news organizations in my area.

I knew it had to be relevant to my publication somehow, so I skimmed the whole release and finally found out, in the last paragraph, that the company who was moving into a new facility was a wholly owned subsidiary of a supply company that was a major player in my readership.

This piece of information should have been front and center.

These days, newspapers are staying alive by focusing in on their region. Editors know that if a story has made it to the Associated Press, then a reader will be able to find it anywhere else. We want to know immediately why that story is relevant to our region because big local news is the best kind of content.

Despite the all encompassing nature of the internet, location matters. It takes time and research to know what regions are affected by your news, what publications would want to know about it, and then tailor the press release to each area.

Want to know what publications in what regions you should send your press release? We can help you with that.


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