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Our press release got 3 pickups with the wire service and 11 with the direct pitch, and the difference was one lousy line
We sent basically the same news to both in April, the wire service version went out at 9am and got picked up by 3 small trade sites. Then my director made me rework the same thing as a direct pitch to 12 reporters, and we got 11 responses, including one from a guy at a paper in Columbus who ran it same day.
The change was simple: I cut the boilerplate and put the actual numbers in the first sentence instead of burying them in paragraph three. The wire version led with "Company X is pleased to announce" and nobody cares about that.
Now I'm second guessing whether we even need the wire service for routine stuff. Has anyone else dropped it and just gone straight to reporters, or is that too risky for the bigger announcements?
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