Making headlines with Polar Imaging

That happened recently for Polar Imaging. The London-based tech company helps businesses and organizations manage their documents. They helped Woodstock Hospital digitize their patient records, a solution that was recognized with a 2020 ROI Award from Nucleus Research.

Sounds like a great news story, right? 

Polar Imaging thought so, too. They posted a case study and a media release on their website. Crickets. 

That’s when they reached out to see if I could help. After doing a bit more background research, I rewrote the media release and sent it out to targeted news outlets. A few days later, CTV News came out to cover the story. 

You can watch the clip here. 

What’s the moral of this blog post? 

• If you’ve got news, don’t be shy about sharing it. Journalists are always looking for a good story.
• If you’re going to write a media release, do it right. Journalists are inundated with emails. You only have one chance and a few seconds to convince them to keep reading.
• Try to send your release directly to journalists who cover your beat. It’s worth making the effort to dig up their emails. 

Finally, don’t believe it when people tell you that media releases no longer work. In 2020, they may not be the only way to get your story out there, but they are still one of the best ways to be in the headlines.