5 Press Release Distribution Mistakes to Avoid
If you want to increase your brand’s visibility and expand your reach, press release distribution can help you achieve those goals and more.
Achieving success with this marketing channel requires several moving pieces. For example, first you need a newsworthy angle and then you need a press release distribution service you trust to share your news.
But beyond those basics, there are nuances to be aware of to maximize your press release distribution efforts.
In today’s blog, we cover the basics of press release distribution as well as five common mistakes to avoid.
What is Press Release Distribution?
Press release distribution is the process of sharing a written news announcement (press release) on the wire to reach targeted media outlets.
The goal is to secure earned media coverage that increases visibility and brand awareness.
5 Common Press Release Distribution Mistakes to Avoid
While it’s important to know what to do to make the most of your press release distribution efforts, you should also know the mistakes to avoid.
To leverage press release distribution effectively, it’s crucial to be aware of frequent pitfalls and how to avoid them.
Here are five to consider.
Mistake 1: Neglecting Your Target Audience
While distributing a press release expands your reach, you still want to tailor your message to your target audience.
The newsworthiness and relevancy of your message can make or break its impact.
Think about your target audience and ask yourself the question, “Why would they care?”
If you can’t come up with legitimate reasons of why your target audience would care, it’s a sign to find a new topic.
Mistake 2: Choosing the Wrong Distribution Service
There are countless wire services on the market which makes choosing the right one for your business a bit of a process.
While each offers the same service, press release distribution, they’re not created equal.
When choosing a distribution partner:
- Read customer reviews like the ones found on G2 to get a better understanding of customer satisfaction.
- What’s included in their distribution networks? Do they align with your business objectives
- What’s the total cost? Beware of low prices as they typically lead to a higher price tag thanks to upcharges and hidden fees.
Mistake 3: Ignoring Timing
Timing matters.
When sending a press release, avoid weekends and holidays. Experiment with different days and times and analyze your data to see what works best for your brand and industry.
Mistake 4: Not Optimizing for Search Engines
Press releases can help with your search engine optimization (SEO) performance.
Each campaign should focus on one SEO keyword and phrase that’s used in the headline and at least once or twice throughout the body copy.
Getting specific and focused on one SEO keyword/phrase per campaign can improve your content’s visibility.
Mistake 5: Using Excessive Jargon
Yes, the people in your industry will understand the jargon, but if you want to expand your reach to a broader audience, use simple, clear, and accessible language. This helps improve your readability which can either help or hinder your press release performance.
How to Submit a Press Release
You don’t have to jump through hoops to send a press release. Here’s a high-level overview of the process:
- Use the inverted pyramid to write a compelling press release.
- Choose a distribution channel that best suits your news.
- Upload your content to the platform and distribute it.
- Review the analytics report to assess the effectiveness of your campaign and identify areas for improvement.
