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I thought sending fewer press releases was career suicide, my inbox says otherwise
Six months ago I was pushing out 4 releases a month for our small B2B software client because that felt like the job, volume equals visibility, right? Our account lead finally pushed back and said we should try cutting it to one release per quarter and putting that saved time into direct pitches to 12 specific reporters instead. I hated it at first because I kept thinking our client would notice the silence and fire us. What actually happened was the opposite. Two of those reporters ran full feature stories in six weeks, and one of them came back to us later asking for a comment on an industry piece without us pitching anything. The old releases were getting maybe 40 opens on the wire and zero pickups, so we were basically writing into a void and calling it work. My whole view flipped when I saw the numbers side by side over a single quarter. Has anyone else had a client push back when you cut volume, and how did you sell the shift to them?
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jessica_dixon11d ago
writing into a void" hit home. I was wrong about volume too.
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