Common Press Release Mistakes to Avoid

Common Press Release Mistakes to Avoid

Most of the time, when a company creates a press release for a new announcement, there is pressure from the owners or board to send it to publications immediately.

However, sending out a press release as soon as it’s finished doesn’t really work in the public relations industry.

In fact, sending out a press release blast to everyone on a company’s email contact list generally doesn’t yield a lot of quality or even any placements at all.

That’s why companies need to have a press release strategy. After all, getting news out from a business to a media outlet isn’t as simple as making a quick phone call or sending an email.

There are several very important steps that companies have to take before they can send out their release, which many businesses seem to overlook.

Interest

The first is planning to send out a press release is to consider the journalists, reporters, and media outlets that are actually going to be interested in the press release. 

Companies need to determine the audience for whom the piece of news is being created.

Not everyone will be interested in something like a brand new medical product or a new hire for a business.

Knowing who to target the press release toward can help companies figure out which outlets to target their pitches too.

For example, companies that create medical devices would probably not be targeting publications like US Weekly to make their announcement, despite the fact that the outlet has a very large audience. That’s why businesses need to ensure they’re targeting media outlets that the target audience is already interested in.

Pitch

The best method for sending out a press release to media outlets isn’t to copy and paste the press release into the body of an email and press send.

Companies should create engaging and personalized pitches for every journalist they want to send their press releases to.

Pitches can be as short as a single paragraph, but should always summarize the content of what the business is sending to the journalist, and grab their attention. After that paragraph, companies can copy and paste their press release into the email.

Sending Pitches

Unfortunately, most big editors of publications aren’t going to care about the press release of small-time businesses.

However, specific industry correspondents within that publication just might become curious about the press release.

That’s why, if a company is interested in reaching a certain media outlet, it’s important for them to first do their research and ensure that they’re reaching out to the right person.

Otherwise, the pitch, as well as the press release, will get ignored.

When a company is able to target the right people at the right outlet, it will also be able to build a relationship with that outlet and ensure positive media coverage in the future.


Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.