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Communications & Marketing
The Significance of Targeted Press Releases in Effective Communication

When crafting a local press release, it is crucial to acknowledge that Porvoo is distinct from Helsinki or Järvenpää, despite all being located in Uusimaa.


Martti Asikainen

viestinnän asiantuntija, yrittäjyys ja liiketoiminnan uudistaminen
communications specialist, entrepreneurship and business development
Haaga-Helia ammattikorkeakoulu

Published : 28.11.2022

Press releases, akin to drifting flies in a stream, depend on securing media attention. Just as anglers understand the importance of choosing the right fishing spot over the lure, communication professionals realize that targeting is sometimes more critical than the content itself.

The success of a press release hinges on proper targeting. Familiarizing oneself with various publishers, including industry-specific periodicals, local newspapers, and specialized publications, is a time-consuming yet indispensable task. STT alone reaches a wide range of outlets, spanning hundreds of different publishers.

Thorough knowledge of these publications enables communicators to effectively tailor their press releases. It is essential to recognize the distinctions between localities such as Porvoo, Helsinki, and Järvenpää, despite their shared geographical location in Uusimaa.

In the same manner, you should also be aware that people who read gardening magazines are not interested in the quantum computer Frontier, located at Oak Ridge Laboratory. Similarly, subscribers of computer magazines do not read the magazine for its cooking recipes.

Undoubtedly, it is impractical for anyone to be aware of all magazines published in Finland. However, search engines and online platforms provide valuable resources for familiarizing oneself with these publications. Furthermore, gaining insights from related news coverage can help identify magazines that exhibit an interest in a specific subject matter.

The Impact of Misdirected Press Releases

Every incorrectly targeted press release has the potential to undermine an organization’s prospects of piquing media interest in its future communications. While journalists may tolerate a few typographical errors, an erroneously directed press release can be perceived as unwarranted spam.

It is crucial, therefore, to carefully consider and accurately target the intended recipients of press releases. Additionally, the timing of distribution plays a significant role. Despite the news being available 24/7, the most favorable window for sending press releases is still between 7 a.m. and 9 a.m. This timeframe precedes editorial team meetings, during which tasks are assigned and important topics of the day are discussed.

By strategically timing the delivery of press releases within this period, communicators can enhance their chances of grabbing the attention of busy journalists. It allows the press release to be among the first items journalists encounter, increasing the likelihood of it being noticed and considered for further coverage.

The goal is to ensure that the press release stands out from the influx of information received by journalists throughout the day, improving its chances of being read, evaluated, and potentially leading to media coverage.

A well-constructed press release

Press releases generally adhere to the structure of online news articles, facilitating journalists’ work processes. A well-constructed press release should include a compelling headline, an engaging lead, the main body with pertinent information, supportive comments and justifications, and concluding background details.

To enhance readability, it is advisable to use clear and concise language, avoiding lengthy sentences and excessive professional jargon. Unless targeting specialized or professional publications, it is best to employ specialized vocabulary sparingly to ensure broader accessibility.

To enrich a press release, incorporating well-chosen quotes from relevant and reputable experts can provide human faces and additional context. However, it is crucial to maintain a balanced approach, as an excess of quotations can overwhelm the press release’s clarity and coherence.

Organizations should consider their overall visibility and reputation when scheduling press releases to prevent an inundation of communication on the same day. Coordinating press releases to avoid overlapping topics will enhance the chances of garnering attention from journalists.

In summary, targeted press releases are fundamental to successful communication efforts. By investing time in researching and understanding various publications, communicators can effectively tailor their messages for maximum impact.

Avoiding misdirected releases and carefully timing distributions further contribute to capturing journalists’ interest. Crafted with clarity and enriched with appropriate quotations, well-structured press releases hold the potential to engage audiences and foster favorable media coverage.