You can refine your search by filtering where a journalist is located, or what topics/industries he or she is interested in. This is a much better approach than the “spray and pray” method, hoping that someone will be interested in your story.
If you have a bit of time, it’s worth doing some more in-depth research.
For example, if you’re writing a press release about a new line of natural beauty products or cosmetics, check which journalists that you found are actually interested in natural and organic products, and not just cosmetics in general. It’ll improve the chances of your product press release getting picked up and published.
Write a press release headline that gets your product noticed
The headline of your press release (and also the subject of your media pitch email) is crucial to getting your press release read or even email opened.
I recommend spending a bit more time on it and making sure it’s attention-grabbing and mentions your product’s USP (unique selling proposition).
Add exciting features and benefits that’ll make people stop what they’re doing and read what your product has to offer. Try including numbers in your headline/e-mail subject – they’re proven to improve open rates.
Remember – your headline needs something that’ll get your audience intrigued. Stay away from boring titles such as [Company] Launches “New Product”.
If readers are asking themselves “so what?”, then you’re doing it wrong.
Focus on the unique features and benefits of your product
It’s doesn’t make sense to write about a product that seems just like every other, does it?