Are You Making These 9 Common Press Release Distribution Errors?

There are a number of common errors even skilled marketers make when it comes to press release distribution.


Not having a clear goal

Using a press release distribution service can represent significant costs in terms of time and effort for free services, and money if it is a paid service. If you don’t have a clear goal for each press release you send out, you wonít be able to measure your success and return on investment (ROI).

Not being newsworthy enough

The press release should be newsworthy enough so that doesn’t read like a spammy sales letter. When deciding to send one out through a press release distribution service, try to answer the question, Why should anyone care? If you can do this, your press release is newsworthy.

Not being consistent with your calendar

Some people send out a press release every time their cat hacks up a hairball. Others send them out once in a blue moon. Some are patchy, sending out one whenever they get around to it. Be consistent and schedule regular press releases as part of your overall marketing calendar.

Not crafting interesting headlines

Learning how to write a great headline is the most important skill to master. A bad headline means few reads and few or no pickups. Even the best press release in the world will not get read if the headline is not enticing enough.

Not using keywords

Every press release should have at least 2 keywords you wish to rank highly on. Your headline, sub-head, lead paragraph and call to action should all have a keyword in them.

Not having a clear call to action

Once you have set your goal for your press release, your call to action should match it. Your goal might be:

More traffic
More subscribers
More sales
Greater brand awareness

The language of your call to action (CTA) and the anchor text for your link to your site should all align with your goal. For example, if you want more subscribers, you might say, Visit us to get your free email marketing magic download. Hyperlink email marketing because they are the keywords you are trying to rank highly in. Never use “click here” as your anchor text.

Not adding media

Studies have shown that press releases that include media such as images and video are much more likely to get picked up than those that don’t. These may take a bit more time to create and organize, but the results can be a much greater ROI and more social media shares.

Not understanding your reports

Every distribution service has its own particular report format. Be sure that you understand your report. If you donít, then ask a customer service rep for help.

Not checking your reports in relation to your goal

You must check your reports in relation to the goal you set for creating the press release. If your goal was more subscribers, for example, how many clicks and media pickups did you get, but also, how many signups did you get at your email marketing platform?

Now that you know what the most common press release distribution errors, use what you learn to improve your skills, so you can get the greatest return on your investment.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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