Media Relations Agency’s press releases are different than traditional press releases. In part, that’s because we avoid the seven reasons why most press releases go unnoticed by the media. As you review this list, remember the media are no different than the rest of us: they skim content first then read the entire piece if it catches their interest.
Mistake #1: It is too commercial. Many reporters won’t give much thought to releases that use a product’s name in the headline; worse is to repeat it too often throughout the content. Spark their curiosity; don’t bang them over the head with hype.
Mistake #2: It is slugged with location and date. That instantly limits its appeal. If reporters find your release a few months later, they’ll likely presume that it is outdated. Likewise, a Los Angeles reporter who sees Minneapolis in the slug may not see the importance to her audience.
Mistake #3: It makes the reporter do all the work. A good press release helps reporters with their jobs by showing them how the information can be presented to their audiences. Establish an emotional connection between your product and the reader.
Mistake #4: It is confusing. Be courteous and spell out acronyms even in a trade release. Readers may be new to your industry. A release should also be as free of grammar and punctuation errors as possible. It should not be ambiguous (“Teacher strikes idle kids”). Anyone struggling to understand your meaning may click off your document.
Mistake #5: It is too clever. Wordplay can backfire. Clever headlines may not rank high in search engine results if they don’t understand the puns. Instead, consider how people will search for your product or service.
Mistake #6: It exceeds two pages. If you can’t tell the story in two pages, reporters may question whether you really understand its value.
Mistake #7: You depended on the release to do all the work. Instead of simply using wire services, firing off an email or messaging reporters on a social media platform, Media Relations still believes it’s essential to have one-on-one conversations with the media. Our publicists use our releases as just one tool to co-produce complete stories in the media on behalf of our clients.
When we write a press release, it is with the understanding that people buy on emotion and justify their purchases with facts. The Media Relations team (strategists, publicists, writers and graphic artists) provides the media and online audiences with complete stories. We control the angle. We connect with them by sharing how our clients’ products help to enhance their lives. Our clients’ messaging and value points become a natural part of these stories.
This approach helps reporters and producers envision why their audiences will care about our clients’ stories.
We love what we do, and we’re happy to share our advice with you. Contact us for a free press release assessment. We’ll review your release and show you how to give it more spark. Or if you’d like to discuss other content needs, call us at 952-697-5269 or use this form.
