Did you know that almost 90 percent of people in the United States of America get their local news from a website online? Writing press releases is a great way to get information out to the public and to journalists that states facts and sheds a positive light on your organization. Following a solid press release format is a sure way to get your press release approved for release.
Still, there are a number of common press release errors that you need to be on the lookout for before you submit your press release for publication. Little things like press release grammar mistakes will take away from the credibility of the message and the information that you’re trying to convey.
Having a boring or dull press release title is a sure way to ensure that your readers won’t bother reading the press release. It might seem hopeless when it comes to press release grammar mistakes, but you’re in the right place to learn about these mistakes so that you can avoid them in the future.
Keep reading this article to learn more!
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Failing To Get Help from Your Analytics Team
One of the surest ways to encounter common press release errors when you start writing press releases is to fail to get input from the analytics team. Take this step before you get too far into the writing process if you’re looking to save hours of time when you edit your press release.
You can write the most brilliant press release in history but it is difficult to measure the success of your press release if you don’t talk to your analytics team about ways to track traffic that visits your organization’s site after the press release goes out. Talk to these experts about putting tracking codes on the URL to see how many people explored your website thanks to the press release.
You can even check out the traffic at your site and others like yours prior to and after the press release gets put out on the wire.
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Releasing Irrelevant News
If you want to have success when it comes to writing press releases then it is a good rule of thumb to avoid releasing information and news that isn’t relevant to your organization or the things that you’re working on. You’re setting yourself up for a press release that falls flat with your audience because it isn’t relevant to their interests.
If you have actual news that is relevant for millions of people then that is something that is perfect for a press release. If the news that you have is something that is only relevant to your clients then look for using that information in an internal memo or a newsletter.
A great question to ask when you’re unsure if your press release is if it is something that will interest journalists and editors. If the journalists and editors don’t care about the news then it isn’t worthy of a press release.
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Promoting Yourself
The press releases that you’re writing might be partially about you but it is a big mistake to make them all about you. The main reason for using press releases is for sharing important information with the public and especially with your customers. Think about how the award that you’re announcing or the event that you’re sharing benefits them.
Make sure that your press release is clear about the benefit that your customers are gaining with this exciting news in the press release. Write in a way that focuses on your clients rather than on yourself or your organization. That is a big key towards writing a successful press release every time.
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Pitching the Wrong Audience
You need to remember that reporters, journalists, and editors are all people at the end of the day. These people all have different interests that resonate with them, and they’re likely to write about those things. The best way to invest your energy when it comes to writing press releases is by pitching your press release to people that have an interest in your news.
Focus on the reporters and journalists that are most likely to take an interest in the news that you’re sharing or releasing. For even better results, identify these journalists and share the information with them directly rather than sharing it through the press release.
If you don’t have direct channels of communication with these journalists then it is a good idea to start building a personal relationship with them. If you aren’t able to get ahold of them then your best bet is to use a title for your press release that is going to catch and keep their attention.
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Not Creating a Journey
It might sound crazy, but you need to create a journey for your audience when you start writing press releases. One of the most common press release errors is failing to include exciting details that will capture the attention of your readers. The readers will want more details if you do a good job of creating an exciting journey for them.
If the press release that you’ve written is a good one then the excitement and the additional details will take these readers on a journey to places like your social media pages and your organization’s website. This is why it is so important to put URL tracking codes on your press release.
Finding ways to perfect this customer journey is vital to creating a strong sales funnel that is filled with customers that are excited about the products that your organization provides. Make sure that you’re creating and tracking this journey that your readers are about to embark on.
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Not Providing Value
Another one of the most common press release errors is a failure by the press release writer to provide value to the target audience. People aren’t going to get excited and check out your press release solely because you put one out. The reason that press releases are important to an organization is that they provide valuable information to readers and journalists alike.
Many businesses use a press release format that focuses on something that they’ve recently done or created. There is rarely information included with that press release that tells readers and journalists why there is value in the thing that your organization has done.
It is up to you as the press release writer to include information about how this new product or service provides value to the people that choose to purchase and use it. You need to view your press releases through the lens of being content marketing in addition to news.
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Not Including Personality
Yes, press releases should be professional, but that doesn’t mean that you can’t inject some personality into your press releases. Use your personality to make the press release exciting and fun to read for your target audience. You should also provide context about the market and why your big news announcement is important.
Taking these steps will make it clear to your audience that your product or service provides value and fixes an issue that they encounter on a regular basis. Try to avoid being too formal with your writing style when writing press releases. People will respond better to a loose press release that flows well and is fun to read.
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Making Press Releases Too Long
Another big thing to avoid when it comes to common press release errors is making your press releases too long. Reporters and journalists are often in a hurry which means that you have a small window of opportunity to convey your message to them. They don’t have time to read a long press release.
Make sure that you’re getting to the point in a concise manner when you’re writing press releases in the future. You should also do your research on the reporters that you’re sending it to as a way to ensure that it fits their interests and the things that they like to write about. Don’t be afraid to use releases like those at https://www.ereleases.com/faq/.
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Failing to Support Your Agenda
You shouldn’t settle for using press releases as the only avenue that you have to get placements into the press. Many journalists would rather get a more personal press release rather than a one-size-fits-all press release. A good strategy when it comes to writing press releases is to pitch journalists and reporters personally and provide your press release with additional information and context.
From there, it is up to the journalist to decide whether or not to run your press release word-for-word or to put it into their own words before sending it to the editor for publication. Try using this strategy with your future press releases rather than going with blanket coverage.
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Using the Same Tired Format
A big mistake that people tend to make when writing press releases is a failure to change up the press release format. The original press release format is dead and people are bored of reading releases that are in that format. You need to be ready and willing to change the format if you want to reach your target audience.
Do your best to establish and grow one-on-one relationships with the different reporters and journalists that like to write about topics related to your organization or your industry. If they’ll be writing about a new product of yours then move forward with shipping them a free sample product as well as digital assets that will make their job easier.
The goal should be to capture any interest that they have in your press release and then give them all of the resources that they’ll need to write a great story about your new product.
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Failing to Stay On Message
It is also easy to find yourself getting carried away when you’re writing press releases. Make sure that you keep your eyes on the prize when it comes to the intent of the message you’re trying to convey. Your press release should take a look at your brand or a big product announcement that will excite your readers.
Don’t add other features or products into a press release for a new product that you’re excited about. The press release isn’t about those other products, it is about the new one that your company just invented and came out with. Those other products will just confuse and distract your target audience.
Make sure that you stay on target with the message that you’re looking to spread.
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Failing to Understand the Press
A large number of companies use press releases as a way to announce minute things like getting a new website or even a work party. These things are far from newsworthy and writing press releases about these things will make reporters and journalists tone-deaf to your press releases in the future.
Press releases are meant for use when you have actual news that provides value to both the press and your target audience. If there is no news involved then your press release isn’t a press release and you won’t help anyone by publishing it.
If you’re looking for ways to market your products or your organization then there are other platforms and avenues you should use to achieve that goal. The press release should remain reserved for actual news that will make journalists and reporters curious and excited to write about it.
Avoid These Common Press Release Errors
An often overlooked but crucial part of running a business these days is learning about writing press releases and the benefits that they provide. Unfortunately, a number of businesses fail to learn the best way to use press releases and view them as a way to market all of their products.
Things like the press release title and writing press releases that are too long are sure ways to turn reporters and journalists away because of a lack of excitement generated by your press release.
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