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Getting That Press Release Published and Viral

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Very few articles go Viral these days without a little push and lots of planning. And yet we still believe whole heartedly that if; “We build it they will come!”

So there you sit – you have published your press release on MyPR and received love from re-publication on other news sites and social media BUT your client is seeking a VIRAL post and the pressure is on.

Here are a number of suggestions to help you get that VIRAL press release that you seek.

First of are some tips to help you craft a compelling pitch (followed by how to target your journalist/publication):

  1. Research Journalists: Understand the journalists you are targeting. Read their previous articles to get a sense of their interests and writing style.
  2. Know Your Audience: Tailor your pitch to the specific publication and its readership.
  3. Craft a Strong Title: Your title/subject line is the first thing journalists will see. Make it concise and engaging to grab their attention immediately.
  4. Be Clear and Concise: Who, What, When, Where, Why: Ensure your pitch answers these essential questions right away. Avoid vague statements and get straight to the point.
  5. Include Supporting Information: Provide additional context or background information that can help the journalist understand the significance of your news. This could include statistics, quotes, or links to relevant resources. Use MyPR’s boilerplate and (for featured press releases) our facility allowing images, video and hyperlinks to mor info.
  6. Proofread Your Pitch: Ensure there are no spelling or grammatical errors. A polished pitch reflects your professionalism and attention to detail.

Pay attention to these tips if you seek a VIRAL release:

  1. Timeliness: Does your press release tie into a current trend, seasonal event, or breaking news? For instance: “After the recent axing of the DA’s Andrew Whitfield our HR Professional offers tips of how to avoid that happening to you!”
  2. Uniqueness: Is it a fresh take no one else is talking about? Example: “What it is like to be a White MP in the GNU!“
  3. Impact: Does your press release affect a large group of people? Who is affected? How many? What’s at stake? Don’t forget to mention this group in your release and then target the pag/e web site/s where your potential audience hangs out.
  4. Promote: Go out onto social media and link to all the publications that have featured your press release along with a hashtag and a thank you.

When seeking journalists to re-publish your release try the following – AFTER publishing on MyPR:

  1. Write a PERSONAL e-mail to each of your target journalists and include: A link to your press release on MyPR PLUS a link to your body of work on MyPR (all registered users get an author account)
  2. Include the entire press release in the body of your e-mail as PLAIN TEXT – this encourages the time starved journalist to copy, paste, edit and republish much faster than a PDF or DOC attachment.
  3. Personalise each release with highlights pertinent to that journalist.
  4. Avoid mass e-mails, CC or BCC sent e-mails – make the journalist realise that you ONLY want to speak to them.
  5. Highlight the Newsworthiness. Explain why your press release is important. What makes it timely, relevant, or unique? Journalists are looking for stories that will engage their readers.
  6. Follow Up, But Don’t Be Pushy. If you don’t hear back, it’s okay to send a polite follow-up email after a few days. However, respect their time and avoid being overly persistent.
  7. Be Available for Questions. Let journalists know you’re available for any follow-up questions or interviews. Make it easy for them to reach you.
  8. Use a Professional Tone. Maintain a professional yet friendly tone in your communication. This helps build rapport and trust.

When pitching stories to journalists, be sure to answer the age-old questions:

  1. “Why should I care?”
  2. What is in it for me (and my readers)?”

If you can’t answer the above then your pitch probably isn’t relevant or worth their time (or both).

Boilerplate and Editor’s Notes.
More Info on Getting That Press Release Published and Viral here:
Twitter: https://twitter.com/MyPE

CLICK HERE to submit your press release to MyPR.co.za.

Read More on MyPR.co.za

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Alan Straton

Chief Cook, Bottle Washer and Broom Mechanic at MyPE
Passionate about Port Elizabeth and definitely NOT packing for Perth. Alan's ethos is epitomised in the words of Nelson Mandela; "I have fought against white domination and I have fought against black domination. I have cherished the idea of a democratic and free society. If need be, it is an ideal for which I am prepared to die." See more articles by Alan.