The Biggest Press Release Writing Don’ts

In order to avoid making press release writing mistakes and missing your goals, it’s important to know the don’ts. The don’ts aren’t just about broken links and faulty headlines. They’re also about missed opportunities. Let’s take a look at the biggest press release writing don’ts, so you can make sure to avoid them.

#1 Assuming Everyone Will Read It

There is no such thing as a foolproof marketing tool. If you don’t promote something and generate awareness, it’s entirely possible that nothing will happen. Press releases may get some traffic when you distribute them. However, you’ll have better results if you promote your press release using a variety of methods, from social media to email.

#2 Distributing Your Press Release Twice

Don’t distribute your release more than once. If you want to share the same news or achieve the same goal, then you’ll have to write another release. Be sure that you take a different angle with the news so that the media and your readers don’t feel like you’re trying to trick them. 

#3 Don’t Use Jargon

A press release needs to be professional. It also needs to be easy to understand by people outside your niche and industry. Be sure to write your press release in clear and common English. If you need to use a technology term, make sure that you also define it.

#4 Send to Journalists that Aren’t In Your Industry

Want to really annoy the media? Send them press releases filled with information that they don’t care about or cover. It’s a small world, and media representatives talk to one another. If you are sending every reporter the same release without carefully researching them, you’re going to get a bad reputation. 

#5 Write a Sales Pitch

A press release is a news document. It’s not a sales letter. Make sure that your release is designed to announce news and support the information with background and facts. While it’s okay to include a link where readers can learn more, don’t sell right in your press release.

#6 Include Broken Links

Please triple check all of your links before you publish and distribute your press release. There’s nothing more frustrating for a reader or a journalist than to click on a link and have it go nowhere. If you want to have a solid reputation and achieve your press release goals, then your links need to work.

#7 Write in First or Second Person

A press release is a more structured and formal document. It shouldn’t be written conversationally. Instead of using “I” or “You” and addressing you audience, use “They” or proper nouns. 

Finally, make sure to proofread your press release and have it reviewed by a skilled editor. You want to make sure that the impression you’re giving your audience is a positive and professional one. Spelling mistakes and grammar errors don’t support you to succeed. 

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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