A press release is a great way to get free publicity for your company. That is, if you use them correctly. Here is what to avoid when writing your press release.
- Inflated language. A press release is intended to convey news, such as events, new product offerings etc. It is not meant to sell the world on your widget. That’s what advertising is for. Avoid words like “very” or “incredible” or “the greatest”. Writers and editors will delete them if your press release is published.
- Last minute submissions. If you are having a grand opening ceremony, send your press release at least two weeks before the event. Editors begin planning future editions weeks in advance and they may not have the space available if you wait until the last minute.
- Wrong addresses. Before you send your first press release, contact each media outlet and find out the name, title and address of the correct person to handle it, generally someone in the editorial department. This will get your press release handled efficiently. Twice each year, contact each of these outlets and update information as it changes.
- Typographical errors. There is nothing worse than sending out a press release mailing and finding out that words are missing or misspelled. Don’t just rely on spell-checking software either. Carefully read your press release out loud to make sure it is error free. Also have someone else read it.
- Missing information. Nobody’s perfect but you need to make sure your press release lists the most complete and accurate information. Be sure your press release answers these questions: Who? What? Where? When? Why? How? Even if you have a cute advertising jingle that lists your company’s address and phone number in a catchy melody, be sure to include it in the press release as well.
- Too long. Ideally your press release should run no more than one page, two at the very most. If it goes longer than that, you will lose the busy editor’s interest. In addition, there will be less chance of your press released being published. State all the essential information in the opening paragraph and less-essential information in the paragraphs that follow.
- No follow through. A day or two after you send the press releases, call each contact to ensure they were received. Ask if there are any questions and whether it will be published. If it will not be used at this time, ask why but don’t take the decision personally. Newspapers and radio/TV stations receive hundreds of press releases each day and can’t publish them all, but the editor may be able to advise you if your information is simply not geared to their audience.
- Missing release date. While you may not particularly care when a press release is published, you can help editors plan their publications by listing the date on your release. If there is a last minute publication change, they may be able to fill in a sudden opening with your press release. A prominently listed date will help them to decide whether the news in the release is current.
Avoid these eight press release “don’ts” and you’ll soon find that the media will gladly give your company the attention it deserves. We have press release examples for you to see how big brands write their releases, these provide a great way to help you write a professional press release.