Like all other fields, the fast-paced world of public relations will need a well-written release for getting media coverage and audience engagement. However, many such releases go misguided by committing indispensable errors that take away their effectiveness.
In the many years of GPRC, it has learned that even the slightest mistake sometimes takes the difference between an opportunity seized and an opportunity lost. To make sure that you do not fall prey to the usual pitfalls associated with a press release and the common mistakes, we have compiled this guide to take you through how you can avoid those ten most common Press Release mistakes.
1. No Idea About Who Is Your Target Audience
But the most relevant mistakes are connected with forgetting a targeted audience. If your press release is not interesting to people reading it, then it becomes absolutely useless. Know tastes and preferences of the target audience to prepare a message for their attention.
Tip: Know precisely who your readers are, and let that guide an attention-grabbing headline and body copy that talks directly to their own interests and particular needs.
2. Poor Headlines
Your headline is the first impression of your news release. A weak, generic headline can make all the difference between a picked-up story and one that is left to fall by the wayside.
Tip: Your headline should be attention-grabbing and informative. It must be clear and concise, summarizing the main news point.
3. Using too many buzzwords
You may be used to the technical vocabularies and expressions of your industry, but a journalist or any reader who is not expert in your sphere, will find them confusing. Too much jargon will turn off your readers.
Tip: Use simple and accessible language. Ensure that a journalist could not just read through but could easily understand your release anywhere in the world.
4. Not Newsworthy
A press release needs to be newsworthy. If your release doesn’t bring anything new or useful to readers, interest is not going to spark.
Tip: Emphasize the newsworthiness of your release. Draw attention to what is newsworthy, important, or unique in the story.
5. Forgetting the Boilerplate
More likely than not, the most overlooked part of your press release is the small section about your company: the boilerplate. It sets your organization in context and gives it credibility.
Tip: Include a well-written boilerplate that describes your company, its mission and accomplishments.
6. Not Addressing Media Contact
Not providing or incorrectly providing the media contact is another very serious mistake. Journalists should have an idea about how to contact you for further questions or interviews.
Tip: Ensure that your press release contains correct, updated media contact information: a phone number, email address, and any social media handle if relevant for this purpose.
7. The Missing Call to Action
Every press release should contain a clear call to action. A call to action may lead the audience to a website, or it may bid them to attend an event or make a purchase. It would tell them what to do next.
Tip: Craft a solid CTA that fits the press release’s goals and leaves the reader with something to do.
8. Bad Format
A press release that is not easily readable due to poor formatting would always discourage journalists and readers. It should be clean and organized in nature for easy readability.
Tip: Use a standard press release format with very clear headings, subheadings, and bullet points. Text should be well-spaced and look visually appealing.
9. Negligence in Proofreading
Spelling and grammatical mistakes give the appearance of an unprofessional press release. Mistakes will pull the attention off your message and weaken your credibility.
Tip: Proofread your press release numerous times, and if possible, have a colleague review it too. Details matter a lot.
10. Forgetting Distribution Channels
Even the finest press release can fall into obscurity unless properly distributed. Using the wrong channels or platforms will weaken your reach.
Tip: Use the most effective distribution channels for your press release. PR distribution services, media lists, and social media are all options to consider.
Final Thoughts
A good press release is perhaps one of the foundations for PR work. If you can avoid these common mistakes, your releases are most likely to look professional and effective.
We make the right impression at GPRC through impactful and effective press releases. Let’s raise your PR game today so that your messages get heard right. Whether it is sought-after guidance or a strategic boost, GPRC is here to help shine your light in the right direction. Reach out today and raise your press releases with Global PR Connect!
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