These common mistakes get your press release deleted before journalists finish the first paragraph. Here's how to avoid them.
Journalists see this phrase hundreds of times a day. It immediately signals generic, uninspired copy. Your excitement is irrelevant—the news matters.
Lead with the actual news. "DataSync launches AI platform that cuts processing time by 90%."
Journalists skim. If they don't see the news in the first paragraph, they assume there isn't any and move on.
Put the most important information in the first sentence. Answer who, what, when, where, why immediately.
"Significant growth" means nothing. "247% year-over-year growth" is a story. Vague claims get ignored.
Include specific metrics: revenue, users, percentages, dollar amounts. Make it quantifiable.
Long headlines get truncated in email subjects and search results. They're also harder to scan quickly.
Keep headlines under 100 characters. Front-load the most important words.
"Synergistic solutions" and "paradigm shifts" make journalists cringe. It signals marketing speak over substance.
Write like you're explaining to a smart friend. If you wouldn't say it in conversation, don't write it.
"This launch represents an exciting milestone" adds nothing. Journalists want insight, not corporate cheerleading.
Use quotes to add perspective, opinion, or emotion that facts can't convey.
Nobody reads long press releases. Every extra paragraph reduces the chance your key points get seen.
Aim for 400-600 words. One page is ideal. Cut everything that isn't essential.
A press release about nothing newsworthy wastes everyone's time. "We exist" is not news.
Ask: Would a journalist care about this? If not, wait until you have actual news.
If a journalist wants to follow up and can't reach you, they move on to the next story.
Include name, email, and phone. Respond within 2 hours during business hours.
Spray-and-pray kills your sender reputation and annoys journalists who cover unrelated beats.
Research who covers your industry. Send personalized pitches to 20 relevant journalists, not 2,000 random ones.
When you announce everything, you announce nothing. Mixed messages dilute impact.
One release, one announcement. If you have multiple news items, write multiple releases.
Monday morning = inbox overload. Friday afternoon = weekend mode. Your release gets buried.
Send Tuesday-Thursday, 9am-11am in the journalist's time zone.
Journalists spot AI copy in seconds. It signals laziness and gets immediately deleted.
Use AI for drafts, but have humans edit for voice and authenticity.
If a journalist clicks and gets a 404, they're not trying again. You look unprofessional.
Test every link before sending. Triple-check URLs.
If your boilerplate says "Founded in 2020" and you're now a 500-person company, it undermines credibility.
Update your boilerplate quarterly. Include current company size, funding stage, and key achievements.