This is the final of four posts on how to write a press release. Each post will focus on a different aspect of press release writing. This post focuses on follow-up.
Once you’ve written the release and sent it to the appropriate outlets, you’re done, right?
You need to follow who did and didn’t pick up the release and why. If it’s a simple promotion or hiring of anything but a top executive at a large company, the release might not see the light of day in all but media that run all announcements and maybe some local press. Though your client might think it’s important, in today’s battle for eyeballs (and for space, particularly in print), it’s just not that important to most of the audience.