Crafting a compelling press release is more than just a task on your marketing checklist. It is a critical part of getting your message across to the public, the media, and your target audience. Yet, many businesses fall into common pitfalls when drafting these important documents. Press releases can make or break your brand’s message, which is why avoiding these common mistakes is crucial to improving your chances of media coverage.
News releases must now meet both journalistic standards and be optimized for search engines, catering to audiences that skim rather than read deeply. Let’s dive in:
Press Release Mistakes That Undermine Your Message
1. Missing a Newsworthy Angle
Journalists and media outlets are constantly inundated with pitches. Without a compelling, timely angle, your press release risks being ignored. It’s important to ask: Is this newsworthy? Does it offer something new, interesting, or valuable to the reader? Including a clear, attention-grabbing headline and a relevant story angle that resonates with your audience will set your press release apart. Consider trends and hot topics within your industry to give your release that extra edge (Fit Small Business).
Tip: Keep your audience in mind and tie your press release to timely events or broader industry shifts.
2. Ignoring Journalistic Style and Format
Press releases must follow a specific format to gain traction in media circles. Journalists expect a press release to follow the Associated Press (AP) style. This involves concise writing, clarity, and a fact-driven tone. Failing to adhere to this structure can lead to your press release being ignored or dismissed.
Tip: Double-check your release against AP guidelines to ensure accuracy and readability.
3. Overloading with Jargon
Press releases are meant to communicate your message clearly to a broad audience. Overloading the content with industry-specific jargon can alienate readers. Instead of confusing terms, use simple language that resonates with both the press and your target audience.
Tip: Ask a non-industry colleague to read your press release—if they don’t understand it, rewrite for clarity.
4. Poor Formatting and Structure
Your press release should be easy to navigate, with clearly defined headlines, subheadings, and short paragraphs. Journalists want to quickly identify the key points. If your press release is difficult to read, they won’t take the time to decipher it.
Tip: Use bullet points, concise paragraphs, and strong subheadings to improve readability.
5. Omitting Links and Multimedia
Press releases are much more impactful when they include multimedia elements like images, videos, or infographics. These elements enhance engagement, boost search engine visibility, and provide context to your story.
Tip: Always include relevant links and visuals to make your press release more dynamic.
6. Neglecting SEO Optimization
Search engine optimization (SEO) is crucial for the online success of your press release. Incorporate relevant keywords or related terms throughout your content, but be careful not to overdo it. Ensure your press release is optimized for both readers and search engines.
Tip: Include keywords naturally within the first 100 words, but avoid keyword stuffing.
7. No Clear Call to Action
What do you want the reader to do after they read your press release? Without a clear call to action (CTA), your message loses momentum. Whether it’s visiting a website, signing up for an event, or contacting you for more information, a well-placed CTA is vital.
Tip: Place your CTA near the end of the release and ensure it stands out.
8. Releasing at the Wrong Time
Timing is everything when it comes to press releases. Distributing your news during a busy news cycle can cause it to be overlooked. Research optimal release times and aim for periods when there’s less competition for media attention.
Tip: Avoid releasing on major holidays or during big industry events unless your news is directly related.
9. Sending to the Wrong Audience
Not all press releases are created equal, nor should they be sent to every contact in your database. Sending your release to a general list can decrease the likelihood of media coverage. Instead, segment your contacts and ensure the release is sent to relevant journalists and outlets.
Tip: Personalize your outreach for a higher chance of success.
10. Skipping the Proofreading Stage
Nothing damages credibility more than a press release riddled with typos and grammatical errors. Always set aside time to proofread your release, or have someone else review it before sending it out. This attention to detail will enhance your professionalism (Azura Magazine).
Tip: Use tools like Grammarly or have multiple team members proofread the release for extra accuracy.
Set Your Press Release Up for Success
By avoiding these common press release mistakes, you can significantly improve your chances of getting media coverage and boosting your brand’s visibility. Whether it’s making sure your message is clear and newsworthy or ensuring you follow a journalistic format, small adjustments can make a big difference.
Contact us if you want to learn more about optimizing your press releases for maximum impact!
