Press Release Mistakes and Better Approaches

To write a press release that journalists can use, avoid common mistakes like burying the lead, being overly promotional, ignoring the target audience, and using poor formatting; instead, lead with the most newsworthy information, keep it concise, provide context, personalize your pitch, and follow the standard press release structure.

Common Press Release Mistakes That Turn Journalists Off

Journalists receive hundreds of press releases daily, and most are ignored because they contain avoidable mistakes. According to a survey cited by impact.com, 73 percent of journalists reported that fewer than a quarter of the pitches they receive are relevant. Here are the most frequent errors:

• Burying the lead: Starting with a vague or self-congratulatory statement instead of the actual news. Journalists need to know immediately why they should care.
• Being overly promotional: Using hype, superlatives, and marketing language rather than objective facts. A press release should read like news, not an advertisement.
• Neglecting the target audience: Sending the same release to every journalist without considering their beat or audience. This leads to irrelevance and can damage your media relationships.
• Weak headlines: Failing to capture attention with a clear, compelling headline that summarizes the news.
• Poor formatting: Ignoring the standard press release structure, making it hard for journalists to find key information.
• Lack of context: Not explaining why the news matters in the broader industry or current events.
• Bad timing: Sending a release when it will be overshadowed by major events or when journalists are too busy.
• Not proofreading: Typos and grammatical errors undermine credibility.

Better Approaches: How to Write a Press Release Journalists Will Use

To increase your chances of getting coverage, follow these proven strategies:

Lead with the Most Important Information

Your first paragraph should answer the five W's: who, what, when, where, and why. Summarize the entire story in one or two sentences. As Rutgers University advises, "Lead sentence—What's the news? Tell me the whole story in one sentence." Avoid vague openings like "XYZ Company is pleased to announce..." Instead, get straight to the point: "XYZ Company unveils AI-powered cloud security system that detects cyber threats in real-time."

Keep It Concise and Scannable

Journalists are busy. Keep your press release to one or two pages, ideally 400-600 words. Use short paragraphs, bullet points, and bold text sparingly to highlight key facts. The Notified blog recommends starting with the most critical information and keeping the release concise.

Provide Context and Relevance

Explain why your news matters now. Link it to industry trends, current events, or challenges your audience faces. For example, instead of just announcing a new software update, tie it to the rise in remote work and cybersecurity threats. This makes your story more compelling and shows journalists why their readers will care.

Personalize Your Distribution

Don't blast your release to every journalist. Research the reporters who cover your industry and tailor your pitch to their beat. Mention why your story is relevant to their audience. According to impact.com, 77 percent of journalists block PR pros who send irrelevant pitches, so personalization is crucial.

Follow the Standard Press Release Format

Journalists expect a specific structure. Include these elements:

• Headline: Clear, concise, and attention-grabbing.
• Subheadline (optional): Expands on the headline with additional context.
• Dateline: City and date of the announcement.
• Lead paragraph: The most important information.
• Body: Details, quotes, and supporting facts.
• Boilerplate: A short paragraph about your company.
• Contact information: Name, phone, email of the media contact.
• Close: A centered ### to indicate the end of the release.

For more details on the format, see Prowly's guide.

Use Quotes Effectively

Quotes add a human element and provide insight from key players. However, avoid generic quotes that sound like marketing speak. Instead, use quotes to provide opinion, context, or a unique perspective that can't be conveyed in the factual paragraphs.

Time Your Release Strategically

Consider the news cycle and avoid sending releases during major events or holidays when they might get lost. For example, announcing a sustainability initiative in November might be overshadowed by Thanksgiving and Black Friday, but April (Earth Day) would be more timely.

Proofread and Edit

Typos and errors can make you look unprofessional. Have a colleague review your release before sending it. As Rutgers advises, "Have a co-worker read it before you send it (copyedit!)."

Examples of Common Mistakes and Fixes

Here are some before-and-after examples to illustrate better approaches:

Additional Tips for Success

• Build relationships with journalists: Cultivate contacts by sending relevant, well-crafted releases and following up appropriately.
• Use a media database: Tools like Prowly or Cision can help you find the right journalists and manage your outreach.
• Consider other types of releases: Media alerts, source advisories, and pitches may be more appropriate for certain situations.
• Track your results: Keep a spreadsheet of who received your release, whether it resulted in coverage, and any feedback.

By avoiding these common mistakes and implementing these better approaches, you can write press releases that journalists will actually use, increasing your chances of media coverage.