Common Mistakes to Avoid in Your Press Release
Small errors cost coverage. These are the problems editors see most often, and how to fix them before you send.
Most releases that fail do so for avoidable reasons. Before you distribute, check your draft against this list.
Burying the news
If the announcement appears in paragraph four, it will not be read. The first sentence should contain the news.
Writing for your boss instead of the reader
Superlatives, mission statements and internal titles do not help a journalist. Plain language and concrete facts do.
No quote worth quoting
A quote that repeats the first paragraph adds nothing. Use quotes for opinion, context or a human angle the facts cannot carry.
Missing contact details
Every release needs a named person, a direct phone number and an email address that is monitored on the day of distribution.
Sending at the wrong time
Avoid Friday afternoons, public holidays and the hour after a major news event. Mid-morning on a Tuesday to Thursday is usually a safer choice.
Need help distributing your announcement?
Tell us about your press release and our team will recommend the right package. No payment is required to enquire.
