5 Press Release Don’ts to Avoid

There are some press release mistakes that your audience just won’t forgive. The press release has an explicit purpose and goal. Making any of these six mistakes can cost you not only a prospect, but they can also harm your reputation. 

#1 Don’t Use First or Second Person POV

A press release must be written in what’s called “third person perspective”. This is a more formal point of view. Here’s an example of first, second, and third person point of view:

I throw the ball – first person 

You throw the ball – second person

He throws the ball – third person

When you’re writing a press release you always use third person. However, there is one caveat. If the sentence is within quotes, then you may very well use first or second person point of view. For example, Jon Smith said, “I throw the ball.” 

#2 Don’t Use All Caps EVER!

All capitalized letters are used in sales copy and they’re used to grab attention for specific words. All caps is also the equivalent of yelling, and you’re not going to be yelling anything in a press release. If you use all caps it makes your press release seem more like a marketing piece, which discredits it and turns off readers. 

#3 Don’t Have Any Grammatical Errors

This is important. Any grammar or spelling errors immediately discredit your company and your information. Edit your press release. Have someone else edit your press release. And then proofread it one more time before publishing. Consider having several separate people take a look at your document before you distribute it. One grammatical error can undo all of your hard work. 

#4 Don’t Make it Read Like an Ad or a Sales Page 

Avoid anything that makes your press release appear to be an advertisement. This means avoiding hype. You want to avoid words that make people feel like they’re being sold to. Stick to the facts and keep your press release as simple and straightforward as possible. If your goal is to make sales then use the press release to talk about how your product or service solves problems. Drive traffic to your sales page and then make the conversion. 

#5 Don’t Skimp on Information 

A press release that is light on substance just won’t help you achieve your goal. You have approximately 500 words to work with in a press release. Make sure every word in your release serves a purpose and adds value to your release. One way to make sure your press release information has impact is to make sure that you use active language. This keeps your sentences tight and interesting. 

Before you distribute your press release, share it on social media, or post it on your blog. Review it a handful of times to make sure you’re not making these mistakes. It’s worth the time and effort to make sure your release is near perfect. 

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