Tip #255: 5 Mistakes You Could Be Making When Writing a Press Release

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.

Stay connected with RCI through Facebook for more tips and inspiration dedicated to the retail candy maker. Not a member? Click here to learn how RCI can help you build your sweet business.

Tip #218: Meet the Press: 5 Keys to Getting Media Coverage

Many business owners view the beginning of a new year as a time to relax after the hustle and bustle of the holiday season, but for candy makers it’s just the halfway mark when it comes to holiday prep. A couple major candy holidays are on the horizon, which makes it a great time to share new and exciting happenings with the local media. You can expect the media is seeking newsworthy stories, why not let your business be the headliner?

Even if it takes you a couple hours, a well-written press release can offer more return on investment than any paid advertising. But before you begin typing, here's some tips to ensure you’re giving reporters what they're looking for.

#1 Get Personal

Consider ways to weave in a human-interest story (e.g., a customer-success story or recognition for a long-time employee). Both reporters and their readers like stories about real people. If you can offer this, your press release is as good as gold.

#2 Just the Facts

 If you want to be taken seriously by the media, your writing should deliver the facts and explain why your news is relevant in an objective manner. As an overall rule, avoid subjective claims or marketing jargon such as “the best,” “revolutionary,” “magical.”

#3 Insert Quote Here

Back up the information with a good quote or two that further supports why the information is relevant from key players involved – this could be a company executive or even a customer excited about the news you’re sharing.

When requesting a quote, have an idea of what you want them to say and offer guidance to ensure the quote supports your story. Within a quote is the only place it is acceptable to use first person. Otherwise, leave “me” out of it!

#4 Wrap it Up

Reporters are busy and often on a tight deadline, so keep it short. It is best to limit yourself to one page. If you’re considering a second page, it’s possible you’ve lost your focus. Every line of your press release should be supporting your hook. If it’s not, let it go.

#5 Proofread!

Don’t underestimate the value of letting others proofread your writing. Nothing loses credibility faster than incorrect spelling and bad grammar.

If your high school English teacher isn’t available to proof your writing, a quick Google search will lead you to online proofreading tools like Ginger (gingersoftware.com). Ginger is a free proofing app that checks your grammar, features a built-in dictionary, translator and more – which can be streamlined through Microsoft Office, Google Chrome (i.e., Facebook and Twitter) and even your mobile devices.

Stay connected with RCI through Facebook for more tips and inspiration dedicated to the retail candy maker. Not a member? Click here to learn how RCI can help you build your sweet business.