Press releases are no longer the most effective way of securing editorial coverage from journalists:

Many people exclusively associate public relations with press releases. Back in the day, the press release was a more effective way of securing coverage but today that is no longer the case. Journalists receive hundreds of press releases every day by email, making it impossible to actually read every one that passes their desk. As such, journalists tend to scan the message subjects, headlines and perhaps the first few lines of the press release to see if it’s something that they would be interested in covering. If those few words don’t convince them, then your press release is lost in the shuffle, never to be read again. Sounds futile right? The biggest issue with the press release is that it only tells the reader the news. Rather than just stating the facts, the most effective media pitches tell the journalist a story. Here’s an example– Let’s assume that you are a technology provider that offers online marketing

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