Common Mistakes to Avoid
Learn the most common press release mistakes and how to avoid them for better results.
Even experienced PR professionals make mistakes that can tank a press release's effectiveness. Learning what NOT to do is just as important as knowing best practices. Here are the most common pitfalls and how to avoid them.
Mistake #1: Not Being Newsworthy
The biggest mistake is announcing something that isn't actually news. 'We updated our website' or 'We're hiring' aren't newsworthy unless there's a compelling angle. Ask yourself: Would a journalist's audience care about this? If not, reconsider or find a better angle. Focus on launches, funding, partnerships, major milestones, or industry-first achievements.
Mistake #2: Writing Like an Advertisement
Press releases are news, not ads. Avoid superlatives like 'best', 'leading', 'revolutionary' unless you have data to back them up. Don't use marketing language or sales pitches. Write objectively in third person. Let the facts speak for themselves. Journalists can spot marketing fluff instantly and will ignore your release.
Mistake #3: Burying the Lead
Don't start with company history or background. Lead with your news immediately. The most important information should be in the headline and first paragraph. Many people only read the first paragraph, so if your actual news is in paragraph 4, you've lost them. Get to the point fast.
Mistake #4: Poor Timing
Sending releases on Friday afternoon, Monday morning, or during major holidays guarantees they'll be ignored. Avoid competing with major news events. Don't send releases outside business hours. The best time is Tuesday-Thursday, 10 AM - 2 PM EST when journalists are actively working.
Mistake #5: No Clear Call-to-Action
Every press release should tell readers what to do next. Visit your website? Sign up for a demo? Attend an event? Register for early access? Make it clear and easy. Include working links and contact information. Don't make journalists hunt for basic information.
Mistake #6: Ignoring Multimedia
Text-only press releases get 7x fewer views than those with images. Include high-resolution photos, logos, product shots, or videos. Make sure images are properly sized and optimized. Multimedia makes your release more shareable and increases pickup rates significantly.
Mistake #7: Skipping Proofreading
Typos, grammatical errors, and factual mistakes destroy credibility instantly. Have multiple people review your release. Check all facts, dates, names, and titles. Verify all links work. Read it aloud to catch awkward phrasing. A single error can undermine your entire announcement.
Key Takeaways
- Get feedback from someone outside your company
- Use a checklist before distribution
- Study press releases from major companies in your industry
- Track what works and iterate on future releases
- When in doubt, keep it simple and factual
Common Mistakes to Avoid
- Sending without proofreading
- Using jargon your audience won't understand
- Making unverifiable claims
- Forgetting contact information
- Not following up with key journalists
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