You’ve got a story.

You’ve written the press release.

You’ve sent it out.

And then… nothing.

It’s a frustratingly common experience, but the problem isn’t always the story itself.

In our latest Behind the Headlines video, we look at some of the reasons good press releases get overlooked, from leading with the company rather than the story, to sending it to the wrong journalist.

I also share three simple questions to ask before you press send.

Because getting media coverage isn’t just about having something to announce. It’s about giving a journalist a reason to care.

Check out the video below and see if your next press release passes the test.