When
it comes to getting media coverage, candy shops have a major advantage. Candy! And
who wouldn’t want to see more candy and chocolate on the news?!
If
you aren’t getting any bites from your local media, chances are you haven’t
submitted a press release lately. If you have taken the
time to carefully craft a press release and send it to your local media, with
little or no avail, you are not alone. Keep reading for five common mistakes businesses
make when writing press releases, plus tips on how to get the media knocking on
your door hungry for more!
1.) You didn’t
proofread!
Nothing
loses credibility faster than spelling errors and poor grammar. Make sure to read and
re-read your press release carefully and, then, ask a friend or two to
proofread it for spelling and grammatical errors. Invite them to share
constructive feedback on how to make your press release more newsworthy.
2.) Too much hype!
If your
press release sounds too much like an infomercial, there’s a good chance it will get rejected. The intent of a press release is to help the
media deliver news. If you want to pay for advertising, however, the sales
department will gladly accept your money and your hype.
A press release should
deliver the facts and explain why your news is relevant in an objective manner.
As an overall rule, avoid subjective claims, like “the best,” and other cringe-worthy
marketing jargon.
3.) Me, myself and I included
A press release written in first or second person (e.g., I, we,
you) is a big no-no! Not only does this make the content seem subjective, it
creates a lot more work for journalists to make corrections, making it less
likely to get published. Always write press releases in third person (e.g.,
he, she, it, they). Within a quote is the only place it is acceptable to use
first or second person.
4.) What now?
If it is unclear what the reader should do after reading your
press release, your press release has unfortunately missed the mark. A successful press release will have one clear
call to action. When writing your next press release, be mindful of what you
want to accomplish and make that objective clear.
5.) Not too long, not
too short.
If your press release is too long, chances are you’ve lost your
focus and you’ll lose your reader too. However, if your press release is too short, you could be cutting out vital details.
As a good rule of thumb, try to limit press
releases to one page. But before going overboard with the
backspace, make sure you’ve addressed the 5 Ws and 1 H (who, what, when, where, why and how).
A well-written press release can offer more return than any paid
advertisement. Avoiding these common mistakes will help you write a press
release your local media won’t want to pass up.
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