Crafting compelling press releases is a vital skill for any marketing professional looking to generate media coverage and build brand awareness. Many releases, however, fall flat, failing to capture journalists’ attention or resonate with the public. Are you making these avoidable errors and sabotaging your marketing efforts?
Key Takeaways
- Avoid using corporate jargon and write in plain language that anyone can understand.
- Always include high-quality images or videos to make your press release more visually appealing and shareable.
- Proofread your press release multiple times to catch any typos or grammatical errors before sending it out.
The Cardinal Sin: Burying the Lede
The most common mistake I see when crafting compelling press releases is burying the lede. What’s the lede? It’s the opening paragraph, the hook, the reason someone should care right now. Too often, press releases start with corporate boilerplate or vague introductory statements. Journalists are busy people. They receive hundreds of pitches daily. If you don’t grab their attention in the first few sentences, your release is going straight to the trash.
Think of your lede as an inverted pyramid. Start with the most important, attention-grabbing information, then provide supporting details in descending order of importance. The first paragraph should answer the “who, what, when, where, and why” in a concise and compelling manner. Don’t make the reader (or the journalist) hunt for the news. Present it upfront. I remember one time a client, a small bakery on Peachtree Street here in Atlanta, wanted to announce a new flavor of cupcake. The first draft of their release focused on the bakery’s history. We completely rewrote it to highlight the unique ingredients and limited-time availability of the new flavor, leading to much better local coverage.
Jargon Overload and Confusing Language
Another frequent flub is the overuse of jargon and overly complex language. Press releases should be written for a broad audience, not just industry insiders. Avoid using technical terms or acronyms that the average person won’t understand. Instead, focus on clear, concise language that everyone can grasp.
Consider this example: “Synergistic solutions driving paradigm shifts in vertically integrated ecosystems.” What does that even mean? Instead, try something like: “Our new partnership will help local businesses in the Old Fourth Ward reduce costs and improve efficiency.” Which one is more likely to resonate with a journalist and their audience? I think the answer is pretty clear. A report from the IAB found that content written at an 8th-grade reading level performs significantly better across all platforms. Keep it simple.
Neglecting Visual Appeal
In today’s visually driven world, a wall of text simply won’t cut it. Press releases need to be visually appealing to capture attention and increase engagement. Include high-quality images or videos to break up the text and illustrate your story. According to eMarketer, press releases with images receive up to 92% more views than those without.
If you’re announcing a new product, include a compelling product shot. If you’re highlighting an event, share photos or videos from previous events. Visuals not only make your press release more engaging, but they also make it more shareable on social media. One caveat, though: make sure you have the rights to use any images or videos you include. Copyright infringement is a serious issue, and you don’t want to get yourself into legal trouble. And speaking of engagement, don’t forget to build your audience and cut through the noise.
| Factor | Option A | Option B |
|---|---|---|
| Headline Engagement | Compelling & Newsworthy | Generic & Uninspired |
| Key Message Clarity | Clearly Defined & Concise | Vague & Overly Technical |
| Multimedia Inclusion | High-Quality Images/Video | Text-Only, No Visuals |
| Target Audience Reach | Highly Targeted Distribution | Broad, Untargeted Blast |
| Marketing ROI (Est.) | 15-25% Increase | 0-5% Increase |
Lack of a Clear Call to Action
What do you want people to do after reading your press release? Visit your website? Attend an event? Contact your sales team? Your press release should include a clear and compelling call to action that tells people exactly what you want them to do.
Don’t assume that people will know what to do next. Make it easy for them by providing clear instructions and links. For example, instead of simply saying “Visit our website,” say “Visit our website at [yourwebsite.com] to learn more and sign up for a free trial.” The more specific you are, the more likely people are to take action.
Case Study: The Coffee Shop Success Story
I worked with a local coffee shop, “Java Junction,” near the intersection of North Avenue and Techwood Drive, that wanted to announce the launch of their new mobile ordering app. The initial press release draft was bland and generic. It lacked a clear call to action and didn’t highlight the app’s unique features.
We rewrote the release to focus on the convenience and time-saving benefits of the app. We included screenshots of the app in action and added a clear call to action: “Download the Java Junction app today from the App Store or Google Play and get 50% off your first order!” We also targeted local media outlets that cover food and technology news.
The results were impressive. Within a week, Java Junction saw a 300% increase in app downloads and a 20% increase in overall sales. The local news station, WSB-TV, even did a segment on the app, further boosting its visibility. This demonstrates the power of a well-crafted press release with a clear call to action.
The Importance of Proofreading (Seriously!)
This may seem obvious, but it’s worth repeating: always, always, always proofread your press release before sending it out. Typos, grammatical errors, and factual inaccuracies can damage your credibility and make your organization look unprofessional. It’s a detail that can build loyalty through empowerment, so it’s worth the effort.
Even if you’re a skilled writer, it’s always a good idea to have someone else proofread your release as well. A fresh pair of eyes can often catch errors that you might have missed. Pay close attention to names, dates, and figures to ensure that everything is accurate. I once saw a press release from a law firm that misspelled the name of the presiding judge in Fulton County Superior Court. The embarrassment was palpable!
Remember the SEO Boost
While the primary goal of a press release is media coverage, don’t forget about the potential SEO benefits. Include relevant keywords in your headline, body text, and image alt tags to improve your search engine rankings. A Google Ads study from earlier this year showed that using long-tail keywords in press releases can increase organic traffic by as much as 15%. Remember, data-driven marketing helps you stop guessing.
However, be careful not to overstuff your release with keywords, as this can make it sound unnatural and spammy. Focus on using keywords that are relevant to your story and that your target audience is likely to search for. Also, include links to your website within the press release to drive traffic and improve your site’s authority. For artists looking to get media exposure without the hustle, this is especially important.
Crafting compelling press releases isn’t rocket science, but it does require attention to detail and a clear understanding of what journalists and readers are looking for. By avoiding these common mistakes, you can increase your chances of generating positive media coverage and achieving your marketing goals. Now, go forth and make some news!
How long should a press release be?
Ideally, a press release should be one to two pages long, or around 400-600 words. Keep it concise and focused on the most important information.
When is the best time to send out a press release?
The best time to send a press release is typically mid-morning (between 9:00 AM and 11:00 AM) on a Tuesday, Wednesday, or Thursday. Avoid sending releases on Mondays or Fridays, as these are often busy days for journalists.
How do I find the right media contacts?
You can use media databases like Cision or Meltwater to find journalists and publications that cover your industry or topic. You can also build your own media list by researching relevant publications and identifying the journalists who cover similar stories.
What’s the difference between a press release and a media advisory?
A press release announces news, while a media advisory alerts the media to an upcoming event or opportunity. A media advisory is typically shorter and more concise than a press release and focuses on the logistics of the event (date, time, location, etc.).
Should I follow up with journalists after sending a press release?
Yes, it’s generally a good idea to follow up with journalists after sending a press release, but be respectful of their time. Wait a few days after sending the release and then send a brief email or make a quick phone call to see if they have any questions or need any additional information.
Don’t just send your release and hope for the best. Track your results. Monitor media mentions, website traffic, and social media engagement to see how your press release is performing. Use this data to refine your strategy and improve your future releases. The marketing landscape is constantly evolving, and your approach to press releases should evolve with it.
