Posts Tagged Press Release

Is the Press Release dead?  Not yet.  Plenty of traditional pr professionals are still cranking out releases at records rates.  Press releases can be a great communications tool and a good way to make a first impression, especially in the B2B world.

Newspapers, magazines and trade publications receive them by the hundreds.   I worked in a newsroom for over 6 years and trust me on this: Sloppy, long, pointless releases are the first to hit the newsroom wastebasket or be deleted from e-mail.

To make sure your press release makes the cut to consideration, avoid these common mistakes.

Cut to the chase. Failing to write a headline that explains what the story is about.   Don’t try to be too cute or tease readers.  Most journalists spend a less than five seconds reading a release before deciding whether to use it or toss it.

Too Wordy. Writing press releases that are too long, meaning they exceed one page, are not an attractive read to a busy journalist.  Each release should be no longer than one printed page, or one computer screen of type. Remember.  The purpose of your press release is to make a journalist pick up the phone and call you for a larger story.

Get it right. Getting your facts wrong makes a terrible first impression.    Before you send a release, double-check everything.  If your press release includes a telephone number, call the number to make sure it’s correct. If it includes a website address, send the release to yourself first and actually click on the link to make sure it takes readers to the correct page. Don’t rely on your computer’s spell-check. Have someone else proofread the release.

Missing the Boat. Sending it too late. If you want publicity for an event in your own community, send releases to local newspapers and TV stations about three weeks before the event. If you want publicity in national magazines, however, you might have to send your information six months before the event because many magazines work several months ahead of the publication date. Make sure you know deadlines for every publication on your media contact list.

What’s in it for me? Sending a press release that focuses on the company and not the targeted reader is a common mistake.  Know your audience and target them throughout the entire release.

Cliche Phrases. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.

Not Making Sense. Write so journalists can understand what you are saying. Speaking insider industry lingo that no one understands except people in your industry will get you a first class ticket to the trash bin.

The purpose of a press release is to communicate the news as quickly as possible. The easier you can make a journalist’s job, the greater the chances that your news will be shared.