Every day, journalists receive hundreds of press releases. Technology media are being inundated with new product launch or enhancement announcements that aren’t going to get a look in. Most of these are deleted within seconds.
It happens everywhere. After working with clients across the US, UK and other markets, we’ve had to step in to avoid the same mistakes that could kill a good story. Often the biggest challenge is to manage client expectations on what will or won’t get pick up, but there’s other mistakes commonly made that could make a difference.
The good news? These are easy to fix. Here are six press release mistakes that guarantee your pitch is heading for the shredder, and the simple corrections to get it right.
Writing a novel
Your press release reads like a corporate manifesto. Three pages of background information, company history, and every product feature ever conceived. By paragraph four, you still haven’t explained why anyone should care.
You need to get to the point in the first sentence. Journalists need to know immediately whether your story is relevant to their audience. Lead with the actual news, whatever that may about, and give some facts and figures to support. If you can’t explain your story in two sentences, its back to the drawing board.
Delete me!
Don’t write subject lines that sound like clickbait. It hints at a lack of actual news and is a major red flag. Instead, be specific and straightforward. Clarity beats cleverness every time. You are not trying to trick anyone into opening your email. You are helping them quickly assess relevance.
The shoe does not fit
Mass distribution of a press release is not a strategy. It is not a numbers game. It is spam and journalists are all over it, or not as the case may be. This is a big no-no!
PR professionals must build targeted media lists. It goes without saying that you have to research what each journalist actually covers by reading their recent articles, see what they are commenting on in their socials. Ten personalized pitches to the right people will always outperform 100 generic sends.
Your CEO is not a robot
Quite often, spokesperson quotes in a press release are written by a PR team, but that doesn’t mean they have to sound like a corporate brochure. They need to sound like an actual person said them, otherwise they are worthless.
If no human has ever spoken those words out loud, start again. Like a human, they need to include opinion, emotion, or insight that adds value beyond the basic facts.
Is that news?
You’re ‘excited to announce’ you’re attending a trade show. You’ve hired a new marketing manager. None of these are inherently newsworthy to anyone outside your organization.
Find the actual story angle. Instead of announcing your trade show attendance, can you release exclusive data or research findings at the event? Reporters cover stories that matter to their audiences, not your internal milestones.
Inbox says ‘no’
Your press release arrives with eight uncompressed images, a video file, and a 40-page PDF report. The journalist’s inbox is frozen and they’re annoyed before they’ve even seen your story.
Include download links instead of attachments or ask first if journalists would like materials sent. When you do attach files, compress the images and clearly label everything. Better yet, create a simple online press kit with organised, easily accessible materials. It is all about making it effortless for journalists to find what they need. Also see: why earned media matters in AI search.
Journalists aren’t your enemy—they’re overwhelmed professionals trying to find genuine stories worth covering. If you can make their job easier, your story is more likely to get picked up. It’s that simple.
Before sending your next press release, run through this checklist. Is it newsworthy? Is it concise? Is it sent to the right person? Sometimes the difference between coverage and the trash folder is just a few simple corrections.
ends
Image credit: istock tang90246
