Getting your press release picked up by major news outlets like AP News is a significant accomplishment for any business or individual looking to get their message out. However, it’s not always easy to secure that kind of media attention. If you’ve been struggling with having your AP News press release featured, you might be wondering what’s going wrong. In this article, we’ll delve into the top reasons why your AP News press release may not be getting picked up and offer practical tips on how to improve your chances.

Key Benefits of Getting Featured on AP News

Before we explore the reasons your press release might not be making it to the AP News front page, it’s essential to understand why being featured there is so valuable. Here are a few key benefits:

• Increased Visibility: AP News is one of the most recognized and trusted news outlets globally, offering you exposure to a vast audience.
  
  
• Credibility Boost: Getting featured on AP News can enhance your brand’s reputation and authority in your industry.
  
  
• Traffic and Conversions: Press releases on popular news sites can drive targeted traffic to your website, leading to increased conversions and sales.
  
  
• Media Attention: Securing a spot on a renowned platform like AP News can attract other media outlets, creating a ripple effect of coverage.
  
  

Top Reasons Why Your AP News Press Release Isn’t Getting Picked Up

Even with a well-crafted press release, there are several reasons why AP News (and other media outlets) may not pick up your story. Let’s dive into the most common factors.

1. Lack of Newsworthiness

A press release needs to offer something of value to the reader. AP News and other media outlets receive thousands of press releases daily, so they only pick up the most newsworthy ones. If your press release doesn’t cover a compelling, timely, or significant topic, it may get overlooked.

Tips to Improve Newsworthiness:

• Focus on current trends and relevant events.
  
  
• Highlight what makes your announcement unique or groundbreaking.
  
  
• Position your story in a way that benefits the audience and provides value.
  
  

2. Poor Headline or Hook

The headline of your press release is the first thing journalists and editors will read. If it doesn’t grab their attention or spark curiosity, your press release is likely to get ignored. A weak or generic headline won’t stand out in a crowded inbox.

Tips for Crafting an Effective Headline:

• Keep it clear and concise.
  
  
• Use strong action words and avoid vague language.
  
  
• Make sure it highlights the most important aspect of your announcement.
  
  

3. Overly Promotional Content

AP News focuses on delivering valuable information to its audience, not promotional fluff. Press releases that are overly self-serving or sound like advertisements are often disregarded. If your press release comes off as a marketing pitch rather than an informational piece, it’s unlikely to be picked up.

How to Avoid Over-Promoting:

• Focus on the news angle and avoid too much emphasis on your product or service.
  
  
• Provide helpful details about how your announcement impacts the industry or community.
  
  
• Maintain an objective tone and refrain from excessive use of adjectives or superlatives.
  
  

4. Lack of Proper Formatting

A press release needs to be formatted correctly for journalists to easily extract the key details. If your press release doesn’t follow the standard structure, it may be deemed unprofessional or difficult to read.

Key Formatting Elements to Include:

• Headline: Catchy and clear.
  
  
• Subheadline: A brief summary of the main news.
  
  
• Dateline: Location and date of the release.
  
  
• Body Paragraphs: Organized in a pyramid structure with the most important information at the top.
  
  
• Contact Information: A clear way for journalists to reach you.
  
  

5. Poorly Written or Error-Prone Copy

Press releases with grammatical errors, awkward phrasing, or poor writing quality are unlikely to be taken seriously by AP News editors. A well-written press release demonstrates professionalism and increases your chances of getting picked up.

Tips for Improving Writing Quality:

• Proofread your press release multiple times before submitting it.
  
  
• Consider using professional editing services or tools.
  
  
• Focus on clarity, simplicity, and avoiding jargon.
  
  

6. Irrelevant Distribution List

Even if your press release is perfectly crafted, it’s essential to distribute it to the right audience. If your press release isn’t relevant to AP News or its readers, it’s less likely to be picked up. You need to ensure that your distribution list is targeted and relevant.

How to Reach the Right Audience:

• Research which editors or journalists are most likely to cover your topic.
  
  
• Utilize a press release distribution service that targets news outlets that align with your content.
  
  
• Consider a follow-up strategy with the contacts you’re targeting.
  
  

7. Lack of Visuals

Press releases that include high-quality images, videos, or infographics have a higher chance of getting picked up. Visual content can help make your press release stand out, catch the editor’s eye, and engage readers.

Tips for Using Visuals:

• Include relevant images or videos that complement your story.
  
  
• Ensure visuals are high-quality and properly credited.
  
  
• Consider infographics or charts to make complex information more digestible.
  
  

8. Poor Timing

Timing is crucial when it comes to press releases. If your news isn’t timely or doesn’t align with current events, it’s unlikely to get picked up. Editors are more likely to feature press releases related to breaking news or trending topics.

Tips for Timing Your Press Release:

• Align your release with key industry events or news cycles.
  
  
• Avoid submitting press releases during major holidays or busy news periods when journalists may be overwhelmed.
  
  
• If your news is time-sensitive, consider submitting it as early as possible.
  
  

9. Not Following AP News Submission Guidelines

Every media outlet, including AP News, has specific submission guidelines. Failure to follow these guidelines can result in your press release being discarded immediately.

How to Adhere to Submission Guidelines:

• Carefully read and follow all AP News submission requirements.
  
  
• Include all necessary contact information and media files.
  
  
• Make sure your release is in the correct format, such as .doc or .pdf.
  
  

Practical Tips to Improve Your Chances of Getting Featured on AP News

Here are some actionable tips to help improve your chances of getting your press release picked up by AP News:

• Research Your Target Audience: Tailor your press release to the interests and needs of AP News’ readership.
  
  
• Write in the Inverted Pyramid Style: Start with the most critical information and follow with supporting details in descending order of importance.
  
  
• Pitch to the Right Journalists: Take the time to identify and pitch to journalists who cover topics related to your press release.
  
  
• Use AP Style Guidelines: Ensure your press release follows the Associated Press style guide for clarity and professionalism.
  
  
• Follow Up: Don’t hesitate to send a polite follow-up email to journalists after submitting your press release.
  
  

Conclusion

If your AP News press release isn’t getting picked up, it’s essential to analyze your approach and identify areas for improvement. Whether it’s the lack of newsworthiness, poor headline, or failure to follow submission guidelines, there are several factors that can contribute to your press release’s rejection. By following the tips outlined in this article and ensuring your press release is well-crafted, targeted, and timely, you can significantly improve your chances of getting featured on AP News and other reputable platforms.