Pitching and press release distribution is much more effective when the outlet receiving the news actually covers the topic that the release is about. A while back, Entrepreneur published an article that still holds relevance today. In it, the author answers a question about who to send press releases to. He asks the person with the question to attempt to wear the shoes of the editor or reporter receiving the release and analyze what that person is probably thinking when they read it.

This emphasizes the importance of doing your research prior to press release distribution. Specific targets should be set, follow ups should be well coordinated and personalized, and the person on the receiving end should not feel annoyed or bothered by the fact that this email has come into their inbox. A little research goes a long way – those who can demonstrate that they’ve read the publication are going to see much higher rates of success with their press release distribution efforts.