Writing a press release is a great way to get public attention for your brand, product, or organization. Unfortunately, many businesses make costly mistakes when writing press releases, which can limit their success.
Whether you’re sending a generic press release to dozens of journalists or crafting a personalized pitch to one news outlet, you need to be aware of the top ten most common mistakes when writing press releases.
- Unclear headlines.A press release’s headline is extremely important as it’s the first thing people will read. It needs to be clear, direct and interesting so readers can get an idea of what the press release is about.
- Poor formatting.Poor formatting makes the entire press release look unprofessional, and can be confusing or distracting to readers. In most cases, a press release should include a headline, a sub-heading, a dateline, contact information, and several paragraphs of text.
- Overuse of jargon.Press releases should be written in plain language that is easy to understand. Avoid using industry jargon or complicated words that readers may not be familiar with.
- Weak or generic content.Press releases need to be informative and interesting or they won’t get read. You should focus on making your press release as newsworthy and relevant as possible.
- Failing to proofread.Poor grammar, typos and spelling mistakes make a press release look unprofessional. Before sending out a press release, it’s important to proofread and make sure everything looks correct.
- Excessive length.Press releases need to be concise and direct, so try to keep them as short as possible. Anything longer than a single page is likely too long.
- Not following media best practices.Every media outlet has its own specific rules for press releases, so it’s important to read up on the standards for each outlet before submitting.
- Inaccurate information.Providing inaccurate information in a press release, such as dates and statistics, can be damaging to a business’s credibility.
- Refusing to follow up.Just sending the press release isn’t enough. It’s important to follow up with media contacts to ensure they see the release and understand its significance.
- Not optimizing for SEO.SEO optimization is important when writing press releases so they can appear in search engine results. This can help boost visibility and attract more attention.
By avoiding these common mistakes when writing press releases, you can ensure that your releases will be successful. Use the above tips to make sure your press releases are newsworthy and accurate, and you’ll maximize your chances of getting the attention your business deserves.