What are the best practices for tailoring press releases to different media outlets?

I think we should follow a simplistic approach 1) Focus on messaging 2) Remember, Language is only a medium. 3) Rather than publication specific, I suggest we should tailor region specific, especially in India 4) Most Importantly stick to basics and answer the question what journalist might have in mind. 5) Lastly, think from a readers or consumer point of view what is it of their interest in this. I am of view that this will be sufficient for all your stakeholders.

Reporters tell me they appreciate sending a customized email to a single contact at the outlet, rather than to the generic newsroom plus two or three other names. It's annoying when they get the same thing multiple ways ... And remember journalists are humans - treat them that way; it's a bridge you both walk across: find a way to help them, and they're more likely to help you. This is a relational business, not a transactional one.

I don't overcomplicate it. All I do is adapt the content, headlines, and messaging to match the specific tone, audience, and preferences of each media outlet, this helps optimise the chances of impactful coverage.

Don’t copy and paste greetings. It’s off putting to get a press release that’s copy and pasted and has another tv station and reporter. It won’t stop us from doing the story, but you are remembered for all the wrong reasons.

keep it short and straightforward think of this piece of writing being posted in both mainstream and online outlets I have come to realize that our good old boilerplate is very much needed. It needs to be there but constantly updated to meet the dynamic speed of news and storywriting

To better understand which headline you should use, analyze your previous media postings. Find similar press releases (or press releases in general) and see what companies are writing about. Do they use keywords in the headline? Does the headline attract attention? What is the average number of words in the headline? Does the headline match the content of the press release?

A headline must not only create attention but must trigger the readers the need to read the article / do not want to miss reading the article. Therefore the knowledge about the target group is the pre condition for a successful headline. Secondly the reader needs at every stage of the article the feeling that the constant matches with the headline. Consistency is mandatory!

Headlines are attention-grabbers! I always admire the New York City newspapers' concise sentence headlines that instantly spark the readers' curiosity. Similarly, a press release should have an effective headline and an image that can persuade the media outlet to publish it. It's important to remember that the headline and image can make a huge difference in the success of your press release.

Getting past the incoming lead desk is the toughest hurdle. Especially in today’s crowded 24/7 news cycle. Screeners may only read the first line of whatever you send, so make it count. The hallmark of a good headline and lead section is clear, concise, compelling, and informative. A good hook will tell readers what to expect from the article and motivate them to keep reading and learn more.

Use a tool like ChatGPT to help you. Ask it to come up with 10 headlines for a press release aimed at [insert name of outlet].

Researching content requirements in media will help you answer questions about format, length, and word count. This is usually easy to find, but if this information is not publicly available, contact the editorial office. Check every word in your press release carefully, as it is unlikely to be corrected after publication. Give the press release to your colleagues to proofread so that they can look at the text from the outside and give you some feedback.

Une petite phrase d'introduction qui pitch le communiqué de presse en expliquant très clairement pourquoi vous l'adressez à ce journaliste plutôt qu'à un autre est toujours efficace. Ça peut être en référence à un précédent article qu'il a écrit ou à une actualité de son secteur. En tant qu'ancienne journaliste je peux vous dire que les communiqués de presse très informatifs,sont très appréciés. Il s'agit de donner l'information essentielle rapidement dès le premier paragraphe et de laisser penser qu'on a pas tout dit pour donner envie au journaliste d'en savoir plus. Dans le cas d'une communication sur un événement, plus vous donnerez de détails et de précisions, plus vous avez de chances que votre article soit repris précisément

Sometimes simply asking the reporter HOW they would like to receive the information can save both parties a lot of work and certainly better manage expectations. A grammar check can make you good to go. Focus on the REAL message early. Bullets are your best friend.

The more we advance into the digital age of news consumption, the shorter our attention spans become. Use 5 words instead of 10. Use visuals where you can to help tell the story with just a glance. Journalists are sifting through so much these days. Any help we can give them on the front end to understand what is happening is going to be much appreciated. This will also help your story to rise to the top and make it more likely to get picked up.

I had an experience with including a quote in a press release. It looks appropriate and dilutes the text. But before doing so, you should of course agree the quote with the person.

Quotes have to stand out. When choosing a quote for a press release, ask yourself what outcome or call to action are you seeking from the reader? Then let your fingertips do the talking!

Une citation de votre client donne de la vie au communiqué et un style moins informatif : elle peut être l'occasion de fair parler des valeurs de l'entreprise par exemple au delà de l'information et des chiffres et études de référence lui donne de la crédibilité.

A quote from the CEO or the relevant leading person of the company give the press release a personal touch. This gives the readers of the article feeling that the journalist dealt with the topic more detailed - so provide the journalist with quotes.

Adding data-driven insights to your press release can make a significant impact. For example, if launching a new product, include market size data or user benefit statistics. Tailor these data points to fit the media outlet – tech data for tech-focused outlets, consumer trends for lifestyle media. This approach not only enriches your story but provides journalists with concrete, relevant facts, making your press release stand out in an information-saturated world.

That's right: each media outlet has its own requirements for format, style, and type of publications. Familiarize yourself with them, and then optimize the text according to the editorial requirements. You may need to shorten the text, add or remove images, remove links (by the way, not all media accept links in press releases, or they may be inactive), add contact details, change the headline and more. Don't ignore the rules: it will help you maintain your relationship with the media and leave a good impression of yourself.

As PR's we want to make journalists' lives easier, so it's really important that we adhere to publications' guidelines wherever possible. In Digital PR, if you use databases like Roxhill, there will be notes and tips on how to outreach for publications and individual journalists, for example 'don't work on Friday's' etc. Take the time to read this information and make a note of which journalists don't welcome follow-up emails, prefer 'pitch' in the headline etc. This is really simple to ensure that your outreach isn't a waste of your time, or theirs. And is especially important for relationship-building with journalists for sending future pitches.

Ways to develop positive relationships with the media: 1) Always answer their requests for an interview - whether it's 'yes' or 'no.' They took the time to seek you out; it's professional and courteous to thank them for the consideration and let them know. 2) Ask for their deadline if they don't give it up front. Do everything you can to meet it. 3) If you're interested in the outlet, but not the topic, it's all right to pass on the interview, but request to be considered for the next one. Being considerate of our friends in the media builds relationships - and makes it much more likely that your press release will rise to the top of a very big pile.

If you share 1 generic press release to all media outlets most of them will end up not picking it up, no matter how well written it is. Journalists are buzy and they do not have the luxury to read through each and every release that comes to them. Make it easy for them.

Tailoring press releases to different media outlets is crucial for maximizing coverage and engagement. Here are some best practices: 1. Understand the Outlet: 2. Customize Headlines and Hooks: 3. Adapt Writing Style: 4. Highlight Relevance: 5. Provide Exclusive Content: 6. Include Visuals: 7. Use Quotes Strategically: 8. Respect Formatting Preferences: 9. Timing Matters: 10. Personalize Outreach: 11. Leverage Social Media: 12. Provide Localization Options: 13. Follow Up Appropriately: 14. Track and Analyze: Remember that personalization and relevance are key. The more tailored and targeted your press release is to each media outlet, the higher the chances of securing meaningful coverage.

Break the mould and stand out. I once managed to convince a very large US software company, to write a press release in full "Pirate Speak" to support its anti-piracy campaign - this for "speak like a pirate day" (yes, there's a speak like a pirate day). No real news, but the novelty of this approach became the story and helped many technology titles cover. Point being, don't be afraid to break the rules on the template - what is a press release other than a vehicle to transmit a story. Be creative.

Reporters and their audiences are visual. When possible, include photos, graphics or even videos (b-roll is great) with your release or pitch.

I agree with Christy Maginn - press releases alone can’t achieve meaningful media coverage. They serve a purpose, certainly, but are only one tool in the storytelling arsenal. Nothing replaces reporter relationships, customization, and access to the right voices to bring a story to life. Press releases need a major glow up - lose the jargon, add visuals, and keep it as simple and punchy as possible.

Check on layout & visibility of the release on each media channel. Depending on the budget and time, you may consult the agency or if you deal directly with the media publisher to ensure visibility of your release on your channels. Would you like to have your press release to be placed on the headline or at the side bar and for how long. Make sure the thumbnail picture is the best possible high resolution image that will draw attention to your release.

Timeliness is crucial when it comes to releasing your content. It is important to offer relevant information as soon as possible to ensure that your outlets have the freshest content available. Additionally, be sure to have any necessary artwork, such as photography, ready for proper distribution across various channels.