The Top 3 Worst Mistakes You Can Make In Your Press Release

Mistakes happen, and most of them are completely forgivable, even in the tough world of press and public relations. However, there are some press release mistakes that can be difficult to overcome. These mistakes just shouldn’t be made, and the good news is that with a little attention and awareness, you’ll never make them.

#1 Worst Press Release Mistake… No Contact Information

Imagine giving your biggest lead a business card without any contact information on it. How would they get a hold of you? What would they do with the card? Well, without any contact information that card is going to hit the garbage can – and that’s exactly what will happen to your press release.

The goal of a press release can vary. You might want to generate media attention. You might want to drive traffic, increase awareness, or generate leads. None of this can be accomplished without contact information in your press release. So where do you put that information? It’s commonly placed at the end of the release, in the biography or “about” section. More important than where you put it is that you don’t forget to include it.

#2 Worst Press Release Mistake… No News

ABC Company just hired a sales manager. Okay, who cares? Unless the sales manager has a big name behind them, it’s not news. ABC Company just launched a new product? Okay, that’s news. More importantly, what is the product, what does it do and why does it matter? So many companies publish press releases that are little more than sales pages or memos. With a little creativity and the right approach, you can find newsworthy stories within your company. These press releases will have better results and will deliver a stronger return on investment.

#3 Worst Press Release Mistake… Teasing the Reader

Keep in mind that you have about twenty seconds to grab your reader. Also remember that anyone who reads your press release is expecting news. If you start your release with a story and try to gently tease the reader to your big news, you’re going to lose them. Start with the news.

Answer the most important questions first. They include; who, what, where, when and why. You might also include the how. These are the questions that any journalist will want to know, and if you don’t tell them in the first paragraph, they’ll click away.

Plan your press releases before you write them. Make them a productive and strategic part of your marketing strategy. A good press release plan can successfully promote your brand, your business, your products, and your bottom line. Mistakes can and do happen, but these mistakes should never happen.

Grab a free guide: How to Write a Press Release

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.

Catch up on the rest of your content marketing news and strategy