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The Life Cycle of an EdTech Press Release

September 7, 2018

By: Kit Murray and Chris Piehler

While we live in the era of “fake news,” the media continues to put its trust in press releases from companies. In fact, a recent report by Cision found that 63% of journalists prefer news announcements and press releases as their sources of accurate information.

 

What does this mean for your company’s outreach to the edtech media? Press releases are more important now than ever, because media outlets heavily rely on them for information and updates. If you want to maximize the impact of each release, consider its entire life cycle long before you hit “send.” 

Lifecycle of an edtech press release

Start by asking a few questions, such as:

  • Who should I send it to?
  • What sort of preparation do I need to do before it goes out?
  • What happens after the release is, well, released?

Think of your press release as a flower. First you plant the seed, then you nurture it and watch it grow, with the ultimate goal of having someone see it and pick it for themselves.

 

Stage 1: Plant the seed by building personal relationships with journalists.

 

The life cycle of a press release begins with preparation. Start by setting your goals and making sure you have all the information for the release ready. Brainstorm your dream publication. Once you have a few outlet ideas, plant the seed. Reach out to editors and writers—not to pitch them, but to compliment their work. Email them and call out a recent article that you enjoyed, and tell them why. As you’re building or strengthening these relationships and a writer or editor is becoming familiar with you and your brand, let them know that you’re interested in helping them.

 

While press releases are formal and structured, the way we interact with journalists and editors doesn’t have to be. In the Forbes article “How to Write a Press Release,The Atlantic’s Senior Editor Derek Thompson, said, “I delete most releases after about .5 seconds spent on the subject line. Make the subject line personal, the way you would if you were asking a friend a favor. Not ALL CAPS or Super Formal but casual and knowing. ‘yo’ has worked before to get me to open the email.”

 

That’s right: The word “yo” in a subject line has gotten an editor at The Atlantic interested enough to open an email from a stranger. This doesn’t mean you should start every subject line with slang, but it does give you an idea of what media folks are interested in (personalization!) and how they want to be treated (like humans). The sales saying, “Everyone like to buy but no one likes to be sold to,” rings true with editors as well. They want quality stories, but they don’t just want to be “sold” on them.

 

Stage 2: Nurture your release and watch it blossom.

 

When your release is ready to go and your distribution lists are made, it’s time to deploy. While many companies think this is the last step, it’s not. When reaching out to any journalist, prepare a few reasons why your news is relevant to that person. Maybe your release connects to a current national news story or is a perfect fit for a specific section of their publication. Always keep in mind why your news is important for writers, editors, and their readers, not simply why it’s important for you.

 

Once you’ve sent your release to the media, be ready to respond quickly to TV and radio journalists who are interested in your story. News can move fast, and if you miss the window to respond, the opportunity for press might pass you by.

 

Stage 3: You’ve been picked! Now what?

 

Your release was the flower that stood out amongst the weeds! Someone from a publication has reached out to you and is interested in the news you’ve shared with them. Make sure to respond quickly: if they give you news coverage, thank them both privately and on social media. If they’re looking to translate the release into an interview or larger feature article, offer to help however you can.

 

From here, let the story unfold. It’s your time to shine, but don’t forget to prepare for questions they might ask. Press releases can often be exciting and positive, but the media may ask a few questions that focus on the negative. Reporters will take the time to research your company, so make sure you are aware of any angles you think they may be taking on the piece. You might even ask for a list of questions before agreeing to do an interview. Remember to back up your responses with facts, too.

 

Like many flowers, press releases can bloom more than once. After the first wave of news items and interviews, follow up with targeted publications to offer feature stories related to your news—or use the release as a pretext to connect with those same editors and writers whose work you praised back in Stage 1.

 

Before sending your next press release, consider this: You can’t just throw a seed into the dirt and expect it to grow all on its own. Like a flower, a press release needs to be nurtured to truly blossom.

 

Thanks for sharing!

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