The 7 Biggest Press Release Mistakes I See All The Time, And How To Avoid Them

1 year ago 349

Introduction

If you're a business owner, it's likely that your company has released some kind of press release in the past. And if you're not careful, this can be the most disappointing part of running a small business: You spend hours working on something that only gets read by a few people who don't really care about what you have to say. But why? Why do so many businesses fail at getting their press releases noticed? And what can be done about it?

Your press release is terribly boring — and you're not offering anything new.

When you see a press release format that is boring, it's because the product or service being advertised isn't good enough.

  • Boredom is a sign of a bland product or service

  • A boring press release is not interesting to read

  • A boring press release is not interesting to write about for your readers (or even for you)

  • And most importantly: It will be boring for people who have to share it with others

Your press release isn't newsworthy.

  • What is newsworthy?

The best way to make sure your press release example is worth it is by knowing what's considered newsworthy. There are plenty of resources online that can help you figure out how to make your press release more interesting and engaging, but there's also something else you should consider: the competition. If other companies have already released similar content, then they'll be competing with yours for attention when they publish their own versions. To avoid this problem, try finding one or two things about yourself or your business that aren't being covered in other stories—and do some research!

Your headline doesn't grab the attention of your audience.

Your headline doesn't grab the attention of your audience.

You need to be clear about what you are offering, why it's important and what makes your company different from others in the market.

You're too self-promotional.

Avoid the word “I”.

The second most common mistake is overuse of the word “we”, which is also known as “we're doing this because we want to” or "we want our customers/clients/potential partners etc." This can be a very effective way to get noticed by your audience, but it can also be very off-putting if you're trying to make an impression on someone who's not interested in what you have to say at all.

You don't get to the point quickly enough.

When you're writing a news release example, it's important to get straight to the point. Don't make your audience wait to find out what you have to say.

There are many ways that you can do this:

  • Be bold and assertive. If there's something newsworthy about your company, don’t be afraid of being provocative or controversial (and yes, these are two things). Think outside the box on how best to communicate with journalists in an effective manner!

  • Be funny! If there is nothing else for them (or anyone) who reads this article right now other than me telling them “Get ready for some good times!” then maybe I should just stop here because my credibility has been compromised—but let's go ahead anyway…

You've made a factual or grammatical error.

If your press release is full of errors, it will be difficult for you to get in front of the right people.

  • Proofread! I cannot stress this enough. You’re spending time and money on a media release example, so make sure it’s as polished as possible before publishing it online or sending out for publication.

  • Spellcheckers are great tools but they don't always catch all mistakes that can cost readers' attention and degrade their credibility when they read your piece.* Use an editor if you're not confident about writing yourself (or if you find yourself making errors regularly).

You forgot to include a contact person at your company.

The person who writes the press release should be the same person who is available to answer questions. If your contact person is unavailable, it looks unprofessional and can give potential reporters the impression that you aren't serious about getting the word out about your company's latest product or service.

If you don't have a contact person at your company—or even if you do but he or she is not available when reporters reach out—get someone else at your organization to take on this role instead of relying on yourself; after all, they know more about what goes into writing an effective release than anyone else in their department!

You need to have something interesting to say, you need to develop a great headline, be clear and professional, and have someone available for questions.

It's important to have something interesting to say.

The headline is the first thing that people see, so it's essential that you capture their attention with an engaging headline. In this sense, the sample press release template is like a story: it should be able to stand alone as its own piece of work. If someone were reading this on their phone or laptop, they'd probably click past your article if it wasn't interesting enough! And if they do read more than one paragraph of your story (which happens all too often), then at least there will be some value added by having well-written copy throughout the body which will engage readers even more than just reading those few lines at the beginning would have done alone."

Conclusion

There's no doubt that a press release is a powerful tool for getting your name out there. In the end, it's all about how well you communicate to your audience and what they want from you. If your event press release template isn't capturing their attention, then there's not much use in sending it out. But if they love what they read and hear about your brand or product? Well then why wouldn't they want more information?

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