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Should I Distribute the Same Press Release More Than Once?

Press releases are an important tool for businesses and organizations to distribute news, updates, and other information to the media and public. One question that often arises regarding press releases is whether or not it is appropriate to distribute the same release more than once. In this blog, we will explore the pros and cons of this approach.

First, it is important to understand that this question has no one-size-fits-all answer. Whether or not you should distribute the same press release more than once depends on several factors, including the nature of the information you share, the outlets you target, and your overall marketing strategy.

One argument favoring distributing the same press release more than once is that it can increase your chances of getting coverage. Many journalists receive hundreds or even thousands of press releases every day, and it can be easy for your release to get lost in the shuffle. By sending the same release multiple times, you increase the likelihood that it will catch a journalist's attention and result in coverage.

However, there are also potential downsides to this approach. For one, sending the same release too frequently can come across as spammy and annoy journalists, potentially damaging your relationships with them. Additionally, if your release is not newsworthy or relevant, sending it multiple times is unlikely to increase your coverage chances and may waste everyone's time.

So what should you do? Here are a few tips to keep in mind:

  1. Consider the timing. If you are sending a release about a time-sensitive event or announcement, sending it more than once may be appropriate to ensure that journalists have all the information they need before the deadline.

  2. Focus on quality over quantity. Rather than sending the same release to every journalist and outlet on your list, take the time to target your pitches to those who are most likely to be interested in your news.

  3. Personalize your outreach. Customize your emails to individual journalists and outlets whenever possible rather than using a generic template.

  4. Use different angles. If you want to send the same release more than once, consider highlighting different aspects or angles of the story to keep it fresh and interesting.

Ultimately, whether or not you should distribute the same press release more than once depends on various factors, and there is no one-size-fits-all answer. However, by keeping these tips in mind and carefully considering your approach, you can increase your chances of getting the coverage you want without damaging your relationships with journalists.

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