Mistakes to Avoid to Keep Your Press Release Off the Trash Can

Do you know how press releases get tossed in the trash can? The short and straightforward answer to this is: they are crappy, poorly written and inaccurate with little or no news value.
Avoid this fate. You have worked hard on your marketing campaign, and your press release a.k.a.”free publicity” deserves space in your intended publication. Some of the deadly mistakes to avoid are:
1) No news value. Reporters and editors should see news worthiness. It should be relevant. Make your press release relevant, make it answer the “so what” question.
2) Too long. You can say everything you need to say in one page, and at the most a page and a half. Reporters and editors would decide in less than a minute whether to use your copy or not and sending a 5-pages is a turn off. No one needs a long rhetoric that can be said in a page.
3) Giving the wrong information. This is a huge turn off for reporters and editors. Let’s face it, wouldn’t you be annoyed if you are given the wrong telephone numbers or inaccurate details? Be sure that all the data you provide is right and sufficient.
4) Too wordy and commercialized. Don’t use obvious and hard sell adjectives like “State of the Art,” “Super,” “Scientific Breakthrough.” Too much commercial content is obviously hard selling which does not jive well with most editorial guidelines. In which case you would have better chances to get it published as a paid advertorial.
5) No contact information. Editors should be able to call you if they have questions. Make sure your name, phone number and e-mail address is written on top of your copy.
6) Sending it too close to your event. Newspapers and magazines have deadlines. Make a note to send your press release at least two weeks before your intended publication date.
7) “Did you get it yet?” Don’t call editors and reporters to ask if they received your news release with a follow up question “When is it coming out?” Don’t forget that you are not paying to get published so don’t pressure people to do you a favor. That’s very annoying.
Keep these in mind to keep your press releases off the trash can.*