Writing a press release is a lot of work and depending on how you distribute it can be a lot of money. Make sure that you get the most value for your press release by writing it properly. If you create an interesting and well written press release you will have much better results than if you write something that is filled with errors and mistakes.
Here are 10 common press release mistakes to avoid if you want your release to be effective.
Grammatical and Spelling Errors - Each press release you write is representative of your company. Make sure that you are getting the right message across by proofreading your work extensively. Make sure that it is free from grammar and spelling errors. Once you have looked over it several times, get someone else to proof it as well to ensure that you haven't missed anything.
A Bad Start - The headline is the first thing that a reporter will see as they browse releases. Make sure that your headline sells yours. It should be interesting and should capture the reader's attention. Spend a little time on your headline, since a bad headline could mean that your article will never be seen.
Way Too Long - News is supposed to be quick and too the point. Your press release should easily fit on a page. If it seems like your information won't fit, keep revising until it will. You will be surprised by how much information you can fit into 500 words.
Wrong Tone - Write in the first person. Don't use words like he and she or it. Make sure that your release comes alive by using personal words like I or the name of the person that is being written about.
Too Much Jargon - In a press release, any jargon is too much. You aren't writing to people in your specific industry, you are writing to the world. Use simple terms that can be understood by anyone.
Reads Like an Advertisement - Remember that you are reporting the news. You aren't creating an ad for your company. A great press release will bring business to your company, but it will do it using a more indirect approach. Make sure that you provide plenty of interesting information that will entice a reporter to want to report your news. They are a reporter not a sales person.
Mean or Derogatory Statements - When writing a press release, remember to be nice. Don't say anything negative about anyone else. Focus on your company and your achievements rather than stating why you are better than others or why others are not good companies.
Excessive Use of Capitalization - Capital letters belong at the beginning of sentences and the beginning of names. Do not use capital letters for emphasis or exaggeration. This will lead to your release being disregarded. It is difficult to read and will appear very unprofessional as well. Use standard rules of capitals, punctuation and spelling.
Long Sentences - Your sentences should be short and too the point. If you write a sentence that rambles on and takes up multiple lines, consider revising it. Short sentences are easier to read and more effective.
Lies or Exaggerations - The newspaper is looking for actual, factual news. Don't fill your release with statements that aren't true. If you having a 10% off sale, don't try to claim that the entire store is half off.
By avoiding these common mistakes your press release will be much more effective. Who knows it might just be picked up by several media outlets which will mean big publicity for your business.
Jason Kay recommends you compare press release distribution services by reading reviews and ratings of the best press release services
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