Press Releases
March 19, 2023
by a searcher from Brown University in Dublin, Ireland
Does anyone has experience in distributing press releases and getting media coverage? Any tips on best practice and if they are an effective way of announcing the launch of a new search fund in a new market?
Your help is greatly appreciated
from Louisiana State University in Dallas, TX, USA
1. Press releases are usually best for a syndication service like PR Newswire (or your website).
2. If you want organic media coverage, send out a pitch note (make it pithy) to reporters rather than a press release. You can do this via email.
3. To email reporters, you'll need to gather their info (name, publication, email, news beat/subject area). This is called a media list. If you don't have software (i.e., Cision), you'll have to do this manually.
4. It's important you pitch to the right reporters. Find reporters that either cover your industry or have previously covered similar stories you're trying to land.
5. Once you have your media list, individually email each contact (do not BCC your whole list). Easiest way to do this quickly is via a mail merge.
6. Wait about###-###-#### hours to follow up with reporters. Do not follow up more than twice.
7. Try to develop relationships with reporters who cover your industry. Take them out to coffee and understand what they look for in stories and how they like to be pitched.
from IE Business School in Cambridge, UK
Because we were a startup, we also managed to generate some press interest by entering into competitions etc., but I don't think that would fit a search fund, and even then most of the press was highly localized.
I would stick with the social media angle (in your case, business groups on LinkedIn for various counties in Ireland), and if you're aiming to do a industry-specific search, try your luck with industry relevant publications.
Best of luck on your search!