A press release is often your only chance to make a first impression.
Newspapers, magazines and trade publications get them on the truck. This means that sloppy, long, inaccurate, meaningless releases are the first to hit the “basket” of the newspaper room or the “deleted” folder of the journalist.
To make sure your not one of them, avoid these serious errors:
- It is impossible to write a headline that explains what is at stake. Do not try to be too cute or teasing readers. Remember that journalists spend an average of five seconds reading a release before deciding whether to use it or quit.
- Impossible to write subtitle. The subtitle tells journalists a little more about what is happening in this story, and helps to get your message faster.
- Writing press releases that are too long. Each issue should be no more than one printed page or one computer type screen. Remember that the purpose of a press release is to get a journalist to pick up the phone and call you for a more detailed story.
- It is impossible to double check all the facts. Double check everything before sending the release. If your press release contains a phone number, call the number to make sure it is correct. If it contains a website address, first send the release to yourself and actually click on the link to make sure that readers are on the right page. Do not rely on your computer's spell checker. Let someone else check the release.
- Abandon it too late. If you want to advertise an event in your community, send releases to local newspapers and TV channels about three weeks before the event. However, if you want to publish in national journals, you may have to send your information six months before the event, because many journals are several months ahead of the publication date. Make sure you know the timeline for each publication in your contact list in the media.
- In a press release that focuses on the company sending it, not the reader. Instead of saying, "The Pacific Gas & Electric Company today issued eight tips for lower utility bills ..." say: "Homeowners who struggle with high utility bills can cut heating costs by making eight things to protect from the rain of their homes to cold weather. "
- Blatny commercialism. Avoid hackneyed words and phrases such as impressive, incredible, one-of-a-kind, breakthrough, cutting-edge, unique and modern.
- Including industry jargon that no one understands, except for people in your industry.
- Failure to comply with information on where consumers can buy what you sell.
- Delete contact name and phone number. At the top of the page in the left corner, let the editors know who they can call if they have questions. Turn on day, night and cell phones. Remember that journalists work around the clock. Do not offer a phone number where people work only from 9 to 5.
The purpose of the press release is to announce the news as soon as possible. The easier you can do the work of a journalist, the greater the chance that your news will be used.
