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by The Notified Team on Nov 7, 2024 7:05:51 PM
Common mistakes can undermine your message and reduce its impact.
In this blog, we share 7 pitfalls to avoid when writing (and pitching) your next press release - featuring insights from our recent webinar with public relations expert Michelle Garrett!
1. Failing To Understand What a Press Release Truly Is
A press release isn’t an advertisement or a piece of marketing fluff; it’s an official announcement meant to deliver newsworthy information to journalists and media outlets.
Its primary role is to inform the media about significant developments, such as a product launch, a major company milestone or an important event. If you try to use it as a sales pitch or promotional material, reporters might see it as a marketing gimmick - leading them to ignore it.
2. Writing Without a Clear Purpose
One of the most significant mistakes is not having a clear purpose.
Before you start writing, ask yourself: What is the main message I want to communicate? Who is my target audience? Is a press release the best way to communicate this information?
If you’re simply trying to promote a sale or share a routine update, a press release might not be the best tool. As an alternative, consider using other communication channels like social media posts, email newsletters or blogs.
3. Including Too Much Information
It’s tempting to include every detail about your news, but less is often more. A press release should be concise, ideally between 400 and 600 words.
Start with the most critical information: the who, what, where, when and why. Avoid excessive details or backstories. Readers, especially journalists, have limited time and may skip over a release that is too lengthy or complicated.
4. Not Including Visuals
Visuals can significantly enhance the impact of your press release. Releases that include images or videos are more likely to capture attention.
High-quality visuals not only help your press release tell a better story, but also increase the chances of it being read and shared. They also increase the likelihood that media outlets will pick up your news.
5. Using Jargon and Promotional Language
When writing a press release, it’s important to stay clear and factual. Using jargon or overly promotional language can backfire. Journalists and media professionals prefer straightforward, credible information.
Keep your language simple and accessible. A press release should be easily understood by a broad audience, including those who may not be familiar with your industry or subject matter.
6. Forgetting to Proofread and Fact Check
Accuracy is fundamental when crafting a press release. Errors in grammar, spelling or factual details can undermine the professionalism of your release and damage trust with stakeholders.
To avoid this, thoroughly proofread your press release and verify all information before sending it out. It’s also a good idea to have multiple people review the content to catch any mistakes you might have missed. Double-check all numbers and data to ensure they’re accurate.
7. Ignoring the Subject Line
The subject line of your email pitch is critical because it's the first thing journalists see. A clear, engaging subject line helps grab their attention and encourages them to open your message.
Avoid generic or vague subject lines like “Quick Question” because they don't provide any useful information about the content of your press release. Instead, craft a subject line that summarizes the key point of your press release.
Avoiding these common mistakes will help you write a press release that effectively tells your story. The key is to make sure your news is easy to understand.
Keep it clear, focused and visually interesting to get the best results.
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