Typical media relations rely heavily on press releases sent en masse to large email lists. No matter how good your list is, though, this outdated approach can deliver diminishing returns as you continue to send the same messages to the same audience. Sound familiar?
Admit it, press releases rarely work.
At King County, Wash., we re-imagined the press release experience, starting with the story’s online version and carrying through the pitch email we send to reporters. Our new strategy allows us to track data on which reporters engage with our press releases so we can learn who is interested in which subjects.