Frequently sharing your news is a great way to get a journalist's attention and your brand name recognised. Sending a release every other week or once a month will help you become familiar in a journalist's inbox.
However, small businesses rarely have this amount of news. You want to be known for the right reasons, so need to avoid spamming the journalists and sending them irrelevant or non-newsworthy content.
How often should you send press releases? The simplest answer: When you have news or something to say.
Consider the points below when planning your press releases.
What’s the story?
When sending a press release it is important to think ‘What’s the story?’ rather sending releases for the sake of it. Developments and milestones in your business are important to talk about but you need to differentiate between what is important news to you and what is important news for readers.
For example, moving offices or hiring someone new may not be enough of a story for a journalist to publish. However, if you have been able to accomplish these milestones because of a big investment or new partnership, it creates a wider and more engaging story.
As a small business, these developments may not happen every day, but when they do it is important to release your news as soon as possible. In addition, it is key to fill to the holes by keeping an eye on trending news and relevant awareness days.
By commenting on current and trending news you will be able to send press releases more often. Whether it’s sharing your views on the latest government data, industry advances or awareness days, journalists will be looking for spokespeople.
Yet it is important that the news is relevant to your business. You have a strong opinion and in-depth knowledge on the subject. Don’t send releases with little understanding of what has happened, just because it’s been a while since you’ve sent a release.
To keep up-to-date with upcoming and current news stories for your business, create a calendar with key news dates.
When planning your PR don’t let the idea of frequently sending press releases hinder you. In this case quality over quantity is key. Remember to make it relevant and newsworthy!
As well as understanding how often to send a press release it is important to know when to send your press release.
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Written By: Camilla Holroyd, Media Relations ExecutiveCamilla is the all-important portal between JournoLink's businesses and journalists; connecting them on a daily basis through press releases, Twitter engagements and editorial requests.