Avoid press release mistakes to maximize media coverage

Having trouble getting media attention? Press outreach can feel like shouting at a rock concert: no one can hear you. But if you write a strong press release, you can cut through the noise and put yourself in the spotlight.

Journalists like press releases to help them generate content. However, 73% said less than a quarter of presentations were relevant, so most press releases were ignored.

This disconnect allows brands to increase their chances of media coverage by revisiting the way they write and present their press releases.

Learn eight common mistakes to avoid in press releases and what to do instead to win more valuable media opportunities.

1. Neglecting the broader context

Even the most exciting announcement can fail if it floats in space like a lone satellite. Think of context as a bridge between your ad and the world it lives in. Maybe your new product launch addresses a growing market challenge that’s keeping CEOs up at night.

Or maybe new first-party research reflects a seismic shift in your industry’s direction. Without these vital connections, even groundbreaking news can seem important to your business, but ultimately lost to its audience.

How to fix it:

• Tie your news to industry trends or challenges.
• Highlight potential impacts on your sector or audience.
• Include relevant statistics or background information.

For example, without context, a press release might read: “XYZ Tech releases new software update. »

With context, it’s more appealing: “As remote work increases, XYZ Tech’s new technology tackles growing cybersecurity threats, addressing a 300% increase in attacks on workers remotely since 2020.”

2. Spreading unnewsworthy content

The most magnetic press releases take the pulse of the moment, offering new perspectives on current conversations or unveiling solutions to burning challenges. Think less about “Look at us” and more about “Here’s what matters.”

When your story resonates with a publication’s readers, you go from just a voice demanding attention to a valuable contributor to the dialogue.

To identify newsworthy stories:

• Focus on how you address industry challenges.
• Connect your story to recent industry developments and anticipated future trends.
• Consider initiatives beyond your niche that might be of interest to the media, such as conducting original research or leveraging first-hand data to uncover industry trends, customer insights or emerging opportunities.
• Gauge interest by getting opinions from outside your organization.

Social media management company Buffer is gaining media attention by using proprietary data on remote work.

Hailey Griffis, Communications and Content Manager, says, “I conducted a survey to get data on remote workers, and used that data to pitch to media contacts to get mentions in the press. »

This data helps Buffer stand out and build relationships with media outside of any product announcements.

3. Bury the lede

Five seconds. That’s all you get: a heartbeat as a reporter’s cursor hovers over your release. Think of it as speed dating for the news: you either spark interest instantly or you lose your chance forever.

Techniques for a strong lede:

• Summarize your news in 1 to 2 sentences using clear and concise language.
• Answer the five questions (who, what, when, where, why).
• Lead by the most important (and interesting) aspect.

A weak lede would say:

“XYZ Company, a leader in cloud computing solutions, is pleased to announce several updates to its product line, including an AI-based cloud security system, which will be rolled out over the coming months. »

It’s vague, lacks significance and requires journalists to keep reading to find out why they should care – but they won’t.

A better LED quickly captures attention with details:

“XYZ Company Unveils AI-Driven Cloud Security System That Detects Cyber ​​Threats in Real-Time, Saving Businesses Millions by Avoiding Data Breaches. »

4. Monitor the distribution strategy

Poor distribution hurts media relations and your ability to get media coverage, with 77% of journalists blocking PR professionals who send irrelevant pitches.

For a better distribution strategy:

• Stick to posts that are relevant to the news you’re sharing.
• Clearly explain in your email to each reporter why your story fits their beat.
• Consider reputable news services for broader reach.

Consider using tools like Cision or Meltwater to amplify stories and expand awareness.

5. Bad timing

Timing is everything in the press release game. Launch it while journalists are juggling quarterly earnings reports, and it will disappear into the digital void. Smart PR professionals read the room – and the calendar. They look for strengths where their story can own the conversation, not compete with it.

To optimize your timing:

• Monitor industry news and major events to ensure your topic is relevant or delay presentations if necessary.
• Avoid holidays or known peak periods.

For example, the announcement of a sustainability initiative in November will likely be drowned out by stories of Thanksgiving (in the United States) and Black Friday.

But come April, media outlets will be actively seeking stories like this in anticipation of Earth Day.

6. Information overload

Imagine a journalist’s inbox: hundreds of press releases competing for attention. Into this chaos, your long and winding release forces them to wade through paragraphs of fluff to uncover the story.

When you bury your short story under an avalanche of unnecessary details, you are essentially writing your own rejection letter. Keep your message laser-focused, like a precision instrument. Each sentence should earn its place, driving home your central point with the effectiveness of a master storyteller.

To write a concise and impactful press release:

• Focus on your main news and its immediate impact.
• Aim for one page (500 words maximum).
• Use an inverted pyramid format to prioritize the most important information first and add context as you go.
• Write a short, catchy headline (5-7 words) that clearly conveys the story.
• Only include quotes that add value (1-2 max).
• Consider using bullet points to make your press release skimmed.

7. Using jargon or hyperbole

Industry jargon may make you seem like an expert in the boardroom, but it’s kryptonite for journalists and readers. Every technical term or acronym you include creates another barrier between your story and its audience.

Worse yet, those sweeping, baseless claims – you know the ones: “groundbreaking,” “world-class,” “best in class.” These meaningless superlatives raised alarms among journalists, who saw thousands of companies crown themselves kings of the industry.

Instead of boosting your credibility, these grandiose claims erode your reputation faster than a tweet from a disgruntled customer.

For clear and accessible writing:

• Write in simple language, avoiding industry jargon that readers might not understand.
• Define necessary technical terms.
• Avoid unverifiable claims.
• Return claims you make with valid data.

This example is riddled with unverifiable claims and jargon: “XYZ Company’s industry-leading SaaS platform leverages AI-driven algorithms to optimize user acquisition funnels, driving a paradigm shift unprecedented in CLV. »

To make it more accessible, it can be rewritten: “The latest version of XYZ Company’s software uses artificial intelligence to help businesses attract and retain more customers, helping to increase revenue and increase profitability in the long term. »

8. Neglecting visuals

Seventy-two percent of journalists use images provided by a brand. They often need images for each article, so including one will save them time and make your news more likely to be picked up.

Consider including:

• High-quality photographs that add context to your story.
• Infographics or charts illustrating data.
• Video clips that show an aspect of your story in action.

Make sure all visuals are high resolution and directly related to your story.

Review your press release strategy

Good press releases can turn your brand story into headlines. Too often, however, promising news is buried under common errors that send releases straight to the journalists’ trash bin.

Want to rise above the noise? Learn to avoid these pitfalls and you’ll create the kind of compelling releases that will attract media attention. When you master this essential skill, you do more than write: you open the doors to coverage that amplifies your message across all channels.

Don’t forget to:

• Connect your news to the broader context of your industry.
• Stick to stories that will interest readers outside of your business.
• Establish engaging conduct.
• Target relevant posts when raising awareness.
• Plan your outing appropriately, taking into account industry news, major events and holidays.
• Focus your press release on one main story.
• Write in accessible language, avoiding jargon and hyperbole.
• Include visuals to support your story.

These tips help you turn overlooked arguments into headline-worthy articles. Lead with the most compelling details, keep your releases concise, focus on timely and impactful angles, and tailor your outreach to resonate with each post.