10 Press Release Mistakes That Will Get Your Release Ignored

So, you've got some big news and you're ready to tell the world. Great! But before you hit send on that press release, take a pause. A lot of people mess this up, and honestly, it's usually the small stuff that gets your announcement ignored. We're talking about common press release mistakes that can sink your story before it even gets a chance. Let's break down what not to do so your hard work doesn't end up in the digital trash bin.

Key Takeaways

• A weak or overly promotional headline is a surefire way to get your press release ignored; keep it factual and benefit-driven.

• Journalists want real news, not sales pitches. Ensure your release has genuine news value and isn't just marketing fluff.

• Poor formatting, like huge blocks of text or no clear structure, makes your release hard to read and likely to be skipped.

• Ignoring visuals like images or videos means you're missing a chance to make your story more engaging and easier for reporters to use.

• Sending your release at the wrong time or to the wrong people is a waste of everyone's time and reduces your chances of getting noticed.

1. Weak or Promotional Headlines

Your headline is the first, and sometimes only, thing a journalist or editor will see. If it doesn't grab them, your entire press release is likely headed straight for the digital trash bin. Think of it as the ultimate clickbait, but for news professionals. A headline that's too vague, too salesy, or just plain boring isn't going to cut it.

A strong headline is specific, informative, and hints at the 'why should I care?' factor.

Here's what usually tanks a headline:

• Overly Promotional Language: Phrases like "Revolutionary New Product" or "Game-Changing Solution" sound like marketing fluff, not news. Journalists are trained to spot this a mile away.

• Vagueness: "Company X Announces Update" tells nobody anything. What kind of update? Why is it important? Give them a reason to click.

• Lengthy and Complex: Journalists are busy. A headline that reads like a sentence from a legal document is a non-starter.

Instead, aim for clarity and impact. For example, instead of "XYZ Corp Launches New Software," try "XYZ Corp Releases AI Tool to Cut Small Business Invoice Processing Time by 50%." See the difference? It tells you who, what, and the tangible benefit, all in one punchy line.

Getting the headline right is half the battle. It sets the tone and expectation for the rest of your release. If you mess this up, the rest of your carefully crafted message might never even get read.

2. No Real News Value

Look, nobody wants to read an ad disguised as news. If your press release is just a puff piece about how great your company or product is, journalists will tune out faster than you can say "synergy." They're looking for actual stories, things that are happening, or developments that impact people or industries.

A press release needs to offer something genuinely newsworthy, not just self-promotion.

Think about it: what makes a story interesting to someone outside your company? It's usually about impact, trends, or something that affects a wider audience. If you're just saying "we're the best," that's not a story. It's marketing.

Here’s what usually falls flat:

• Our new software is the most advanced ever created."

• "We're thrilled to announce our company's continued success."

• "Our team is dedicated to providing unparalleled customer service."

Journalists need a hook. They need a reason for their readers to care. If your release doesn't provide that, it's probably going straight to the digital trash bin.

Consider these angles instead:

• Tie into a trend: Is your company launching something that aligns with a current industry shift? For example, "Company X Launches Sustainable Packaging Initiative Amidst Growing Consumer Demand for Eco-Friendly Products."

• Highlight data or research: Did you uncover something interesting? "New Study by Firm Y Reveals Unexpected Shift in Remote Work Preferences."

• Announce a significant milestone with impact: Did you reach a number that matters? "Non-Profit Z Achieves Milestone of 10,000 Meals Delivered to Underserved Communities."

Basically, ask yourself: "Would someone who doesn't work here find this interesting or important?" If the answer is a hard no, you've got a news value problem.

3. Poor Formatting and Structure

Look, nobody wants to read a giant block of text. If your press release looks like a dense textbook chapter, journalists are going to skip it. Good formatting and a clear structure are non-negotiable for getting your story noticed. Think of it as the first impression – if it's messy, the rest of your message gets lost.

Here’s what makes a press release hard to read:

• No paragraph breaks, making it look like one long, intimidating sentence.

• The most important info is buried deep within the text, not upfront where it belongs.

• Using jargon or overly complex language that makes people’s eyes glaze over.

• Missing key elements like contact info or a clear boilerplate about your company.

Journalists are busy. They scan. They need to get the gist of your story in seconds. That means using short, focused paragraphs. Start with the main news – the who, what, when, where, and why – right at the top. Then, add supporting details, quotes, and background information. It’s like building a house: you need a solid foundation before you start adding the fancy trim.

4. Ignoring Multimedia

Look, nobody wants to read a giant wall of text anymore. In today's fast-paced world, if you're not giving journalists something to look at, you're basically asking them to ignore your release. It's not just about making things pretty; visuals actually help tell your story. Think about it: a picture of your new product, a quick video demo, or even a sharp infographic can explain complex data way faster than a paragraph ever could.

Seriously, skip the text-only approach and give your news some visual punch.

Here's what you should be including:

• High-quality images: Think product shots, event photos, or headshots of key people. Make sure they're clear and relevant.

• Infographics: These are gold for presenting data or complex information in an easy-to-digest format.

• Short video clips: A quick demo, a customer testimonial, or a behind-the-scenes look can make a huge difference.

• Links to a media kit: Have a dedicated spot where journalists can easily download all your assets.

Don't make them hunt for visuals. Have them ready to go. It shows you're prepared and serious about getting your story out there. You can find great tips on how to incorporate visuals that journalists will actually use.

5. Poor Timing or Targeting

Sending out your press release is like dropping a message in a bottle. You want it to land on the right shore, at the right time. If you blast your news out at 3 AM on a Saturday, or send a detailed financial report to a blogger who covers local pet adoption, it's probably just going to get lost or ignored. Relevance and timing are everything.

Think about when journalists are actually working. Most newsrooms are buzzing from Monday to Friday, typically during business hours. Sending your release midweek, maybe Tuesday or Wednesday morning, gives reporters a good chance to see it while they're planning their week. Avoid major holidays, big breaking news events, or even just the end of the week when things tend to get buried.

Here’s a quick breakdown of what to aim for:

• Best Days: Tuesday, Wednesday, Thursday.

• Best Times: Mid-morning (around 9 AM - 11 AM in the target time zone).

• Days to Avoid: Fridays, weekends, Mondays (often catch-up days), and days with major news.

And don't just send it to anyone. Do your homework. Who covers your industry? What kind of stories do they usually write? Tailor your pitch to their beat. Sending a generic blast to a massive, unsegmented list is a surefire way to end up in the spam folder or just get deleted. It shows you haven't put in the effort to understand what they do, and frankly, that's a wasted opportunity for both of you.

6. Overlooking SEO and Keywords

So, you've got some big news, right? You've crafted this amazing press release, and you're ready for the world to see it. But have you thought about how people will actually find it online? That's where SEO and keywords come in. It's not just about sending it out; it's about making sure search engines can pick it up and connect it with the right audience.

Think about it: if you're announcing a new eco-friendly gadget, but you never actually use terms like "sustainable tech" or "green electronics" in your release, how will someone searching for that information ever stumble upon your announcement? It's like hiding a treasure chest and forgetting to draw a map. Search engines are a primary way people discover news today, and if your release isn't optimized, you're missing a huge chunk of potential readers and media attention.

Here’s how to get it right:

• Identify Your Core Terms: What words or phrases would someone use to search for the news you're sharing? Brainstorm these. Think about your product, your industry, and the problem you solve.

• Weave Them In Naturally: Don't just stuff keywords everywhere. Integrate them smoothly into your headline, the first paragraph (the lead), and throughout the body of the release where it makes sense. The goal is readability for humans first, search engines second.

• Link Strategically: Include links back to your website, your newsroom, or specific product pages. This helps search engines understand the context and gives interested readers more places to go for details.

It's not rocket science, but it does take a little forethought. A press release that's optimized for search engines has a much better chance of being found not just today, but weeks and months down the line, giving your news a longer shelf life.

7. No Clear Call to Action

So, you've got this great story, right? You've crafted it perfectly, hitting all the right notes. But then what? You just… stop? That's a big miss. A press release isn't just about sharing news; it's about getting people to do something with that news. If you don't tell them what that something is, they're just going to scroll past.

Think about it. A journalist reads your release, they're interested, but they don't know how to get more info or set up an interview. They're left hanging. That's a lost opportunity, plain and simple. You need to guide them.

Here's what should be at the end of your release:

• Contact Information: This is non-negotiable. Include a specific media contact's name, their title, a direct phone number, and a professional email address. Make it easy for them to reach out.

• Links to Resources: Point them to where they can find more. This could be your company's newsroom, a dedicated landing page for the announcement, or even a Dropbox folder with high-res images and videos.

• Invitation to Connect: A simple sentence like, "We're available for interviews and can provide further details upon request," can make a big difference.

Your press release needs to have a clear, actionable endpoint. It's the final nudge that turns a reader into a lead or a story into coverage. Don't let your hard work go to waste by forgetting this simple, yet vital, step.

8. Writing like a Marketing Brochure

Okay, let's talk about this one. It's a biggie. You've got something genuinely newsworthy to share, and you're excited. That's great! But when you sit down to write the press release, you start sounding like a car commercial. Phrases like "groundbreaking," "industry-leading," and "unparalleled solutions" might feel good to you, but they make journalists roll their eyes. They're not looking for sales copy; they're looking for facts and a story.

Think about it: a press release is meant to inform, not to persuade someone to buy something right then and there. Journalists are busy. They sift through dozens, sometimes hundreds, of these things daily. If yours reads like a glossy brochure, it's going straight to the digital trash bin. It's a missed opportunity to get your actual news out there.

Here's a quick way to check yourself:

• Does it lead with what happened, or how great your company is? The former is news, the latter is marketing.

• Are there concrete details, or just buzzwords? "Launched a new app" is okay. "Launched a new app that reduced customer wait times by 30% for small businesses in the Midwest" is much better.

• Would a journalist be able to lift the first paragraph and use it as is? If they'd have to cut out all the self-congratulatory fluff, you've got a problem.

Instead of focusing on how amazing your company is, focus on the "so what?" for the public. What problem does your new product solve? What new insight does your research provide? Who benefits from this development? Getting this right is key to making sure your release actually gets read and potentially picked up by media outlets. It's about providing substance, not just hype. Remember, clear, factual reporting is what makes news, not just promotional claims. For guidance on writing for the web, check out the official content standards.

So, ditch the marketing speak. Get to the point. Give them facts. Make it easy for them to see the story. That's how you get noticed.

9. Sending to Wrong People

Okay, so you've crafted a killer press release. It's got a killer headline, all the juicy details, and a clear call to action. But then what? You hit send, and... crickets. Why? Because you probably sent it to the wrong people. It's like trying to sell ice cream in Antarctica; it's just not going to land.

Think about it. A journalist who covers local politics isn't going to be interested in your company's new line of artisanal dog treats, no matter how amazing they are. And sending a tech announcement to a lifestyle blogger? You're wasting their time and yours. The key here is relevance.

Here's a quick breakdown of why this matters:

• Journalist's Beat: Does your story align with what they typically write about? Check their recent articles.

• Outlet Focus: Is your story a good fit for the publication or website they work for?

• Audience: Will the readers of that outlet care about your news?

Sending your release to a carefully curated list of contacts who actually cover your industry or topic is way more effective than a mass email blast. It shows you've done your homework and respect their time. Plus, when you get it right, your story has a much better chance of actually getting picked up.

So, before you hit send on that next big announcement, take a moment. Who really needs to see this? Get that right, and you're already halfway to getting your story told.

10. Excessive Follow-Ups

You've sent out your press release, and now the waiting game begins. It's tempting to check in constantly, but bombarding journalists with follow-up emails or calls is a surefire way to get your release ignored, or worse, land you on their permanent "do not contact" list. Think of it this way: journalists are swamped. They get hundreds of pitches daily. Sending one polite follow-up a few days after your initial outreach is generally acceptable, but anything more can come across as desperate and disrespectful of their time.

The key is to be persistent, not pushy.

Here's a better approach:

• Wait it out: Give journalists at least 2-3 business days before considering a follow-up. If you sent it on a Friday afternoon, Monday or Tuesday is a good time to check in.

• One is enough: Send a single, concise follow-up email. Briefly restate the core news, include a link to your press kit or relevant assets, and perhaps add one sentence about why it's particularly timely or relevant to their specific beat.

• Add value (if possible): If there's a significant update or a new, compelling angle that has emerged since your initial release, mention it. Otherwise, keep it brief and to the point.

• Know when to stop: If you don't hear back after your one follow-up, it's time to move on. They're either not interested, or they're swamped. Continuing to pester them won't change their minds and will only damage your relationship.

Remember, building relationships with the media is a long game. A respectful and measured approach to follow-ups will serve you much better in the long run than an aggressive one.

Constantly checking in can be a real pain, not just for you but for the person you're following up with. It's like ringing someone's doorbell over and over again – eventually, they might just ignore you! Finding that sweet spot between staying on top of things and becoming a nuisance is key. If you're struggling to get the right balance, we've got tips to help you manage your follow-ups effectively. Visit our website to learn more about smart communication strategies!

So, What's the Takeaway?

Look, getting your news out there isn't rocket science, but it's definitely not just about hitting 'send' either. We've talked about some pretty common slip-ups, from headlines that just don't grab anyone to sending your announcement out at the worst possible moment. It's easy to mess these things up, honestly. But the good news is, fixing them is pretty straightforward. Think clear, think relevant, and always think about the person on the other end – the journalist. A little effort upfront to avoid these common mistakes means your story actually has a shot at getting seen, and that's what we're all aiming for, right? Keep it simple, keep it real, and your news will have a much better chance of landing.

Frequently Asked Questions

What is the most common mistake people make with press release headlines?

Many headlines are too vague or sound like sales pitches. A good headline should be clear, short, and tell people exactly what the news is about and why they should care, like 'Company X Launches New App to Help Users Save Money.'

Why is it important for a press release to have 'news value'?

Journalists look for stories that are interesting and relevant to their audience, not just ads for a company. If your release sounds like a marketing brochure, it probably won't get published. It needs to offer new information or connect to a bigger trend.

How can I make sure my press release is easy to read?

Use short paragraphs and clear headings. Start with the most important information first, like who, what, when, where, and why. Avoid long, confusing sentences and jargon. Think about making it easy for someone to quickly scan and understand.

Should I include pictures or videos in my press release?

Yes, absolutely! Adding images, graphics, or short videos makes your press release much more interesting and helps people understand your story better. Journalists often need visuals to go with their articles, so providing them makes your release more useful.

How do I know who to send my press release to?

Sending your release to the right people is key. Research journalists who cover your industry or topic. Sending a story about a new tech gadget to a fashion reporter won't work. Also, send it at a good time, like during business hours on a weekday, not late on a Friday.

What should I do after I send out a press release?

It's okay to follow up once, but don't overdo it. A single, polite follow-up email a few days later is usually enough. If a journalist is interested, they'll reach out. Bombarding them with emails can annoy them and hurt your chances.