Last updated on Aug 2, 2024

Your press release lacks newsworthy content. How do you handle feedback from a media contact?

Receiving critical feedback on a press release can be disheartening, especially when it's about the content not being newsworthy. In corporate communications, it's your responsibility to bridge the gap between your company and the public, often through media contacts. When a journalist points out the lack of newsworthy content, it's not just a setback—it's an opportunity to learn and improve. Handling this feedback professionally and constructively is crucial to maintaining relationships with the media and enhancing your future communications efforts.

1 Assess Feedback

When you receive feedback that your press release lacks newsworthy content, take a moment to assess it critically. Consider the perspective of the media contact who has vast experience in determining what their audience finds interesting. Resist the urge to become defensive; instead, use this as a learning experience. Reflect on the press release's angle, relevance, and impact. Could the story be more timely, unique, or have a broader appeal? Understanding the media's needs can help you tailor your content to be more engaging and newsworthy.

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Jon Cole

Director of Sports Communications & Marketing at Salem College
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I write the article from the most basic of contents and I reach out to the media contacts with the most basic of information and toss other information into the mix that makes it more important for them to utilize.

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Nishank Soni

Senior Associate - Nangia Andersen LLP | Ex-Infosys | Marketing Communication | Corporate Communication| Crisis Communication | Public Relation | Stakeholder Management | Brand Development | Press Release |Media Relation
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Acknowledge Feedback: Thank them for their input. Seek Clarification: Ask specific questions to understand their concerns. Evaluate Content: Assess the press release to identify areas for improvement. Revise and Enhance: Add more relevant and engaging information. Highlight Newsworthiness: Emphasize unique angles, data, or impacts. Offer Follow-up: Provide additional information or updates as needed. Maintain Relationship: Show appreciation and keep communication open for future opportunities.

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2 Open Dialogue

Handling feedback effectively means engaging in an open dialogue with your media contact. Thank them for their input and express your eagerness to understand their viewpoint better. Ask specific questions about what elements could make your press release more compelling. This not only shows that you value their expertise but also helps you gain actionable insights. Remember, communication is a two-way street, and building a rapport with journalists can lead to more successful interactions in the future.

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Jon Cole

Director of Sports Communications & Marketing at Salem College
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I always make a point to stay in contact with media members with other conversations to highlight key events that are on the horizon.

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3 Revise Content

Once you've understood the feedback, it's time to revise your press release. Focus on enhancing the elements that will make it stand out: the headline, the lead paragraph, and the overall narrative. Make sure the content addresses the 'who', 'what', 'when', 'where', 'why', and 'how' to provide a complete story. Incorporate quotes for a personal touch and include data or trends if applicable to add depth. Your goal is to create a press release that not only informs but also captivates.

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Jon Cole

Director of Sports Communications & Marketing at Salem College
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The most crucial part of the job as both a writer and a communicator is to both provide accurate and detailed content, but to do it in a form that it is precise and revised to eliminate incorrect words. Therefore, I write the original release, take a deep breath, perform another assignment, and review it by reading it out loud.

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4 Future Strategy

Use this experience to refine your future communication strategy. Identify patterns in what media outlets consider newsworthy and adjust your approach accordingly. Develop a checklist for future releases that includes criteria for newsworthiness to ensure you’re meeting the mark. Consider setting up a team review process before distribution to catch potential issues early on. Continuous improvement in your content will help build a stronger, more reliable brand voice.

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5 Maintain Relationships

Even when facing criticism, it's important to maintain positive relationships with your media contacts. They are valuable allies in the corporate communications landscape. Show appreciation for their feedback, and keep them updated on how you've implemented their suggestions. By fostering these connections, you not only improve your press releases but also potentially secure a go-to person for future stories.

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Jon Cole

Director of Sports Communications & Marketing at Salem College
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The most important phase of growing in the profession and establishing a relationship with those that are working with you to achieve a common goal is to have a relationship that extends beyond the professional setting and inviting them to lunch to ensure this relationship. Therefore, making that deeper connection makes it easier to work with the individuals.

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6 Reflect and Grow

Finally, use this feedback as a catalyst for personal and professional growth. Reflect on your approach to creating press releases and consider taking courses or attending workshops to enhance your skills. Stay abreast of industry trends and best practices in corporate communications. By embracing a growth mindset, you ensure that each press release is better than the last, increasing your chances of making an impact with your audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Your press release lacks newsworthy content. How do you handle feedback from a media contact?

1

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1 Assess Feedback

2 Open Dialogue

3 Revise Content

4 Future Strategy

5 Maintain Relationships

6 Reflect and Grow

7 Here’s what else to consider

Corporate Communications

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Your press release lacks newsworthy content. How do you handle feedback from a media contact?

1

2

3

4

5

6

7

1 Assess Feedback

2 Open Dialogue

3 Revise Content

4 Future Strategy

5 Maintain Relationships

6 Reflect and Grow

7 Here’s what else to consider

Corporate Communications

Rate this article

Thanks for your feedback

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