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The 3 Most Common Mistakes on a Press Release

If you have a new product, service, or event that your business is offering and you want to tell the world (or at least your city) about it, then you’ll want to ensure that you are crafting a perfect press release to spread the word.

But press releases are notoriously tricky to write. You have to make sure that you not only get all of the right information in there and that the document is free of spelling and grammar issues, but also that the press release captures the attention of the media outlet that you are sending it to.

Here are the three most common mistakes when writing a press release (and here’s how to avoid them).

The Title Doesn’t Pop

Think about that first sentence of a novel you just picked up. If the first line didn’t grab you, you probably wouldn’t continue reading, right? The same goes for a press release. If the title doesn’t look interesting, then your editor or reporter probably won’t get their interest piqued (therefore resulting in no story about your new service, product, or event).

If, for example, your company received a Stevie Award (a pretty big deal in the business world), then you should have your title say something like, “Local Business Receives Prestigious, Coveted Business Award” and not “Local Business Wins Award.” You want to be specific without using too many words, and you want the reader to be interested in what’s coming next.

You Don’t Have Something Newsworthy

Lots of events happen during any given day in any business, but what actually is something that’s newsworthy enough for a media outlet to cover? You want to make sure that when you’re writing a press release that you ask yourself, “Is anyone outside of my company or industry actually going to care about this?”

Things that are more likely to be covered by a media outlet are notable charitable donations to the community, a charity event, or a significant achievement that will directly affect the community surrounding your business. Your local paper probably isn’t going to cover the fact that your business had a great year in sales or that Joe Schmo from marketing is retiring after 30 years of service. Think about what would be interesting to the surrounding community and only submit a press release if it fits that requirement.

You Have a Lot of Mistakes in Your Copy

Media outlets receive dozens (if not hundreds) of press releases every single day. It’s imperative that your copy is clean and that it’s perfect—otherwise you can guarantee that your email is going to be selected to go into the trash.

Be sure that you are double and triple checking your copy to ensure there are no grammar or spelling mistakes so that your press release looks professional and doesn’t distract from the point you are trying to get across.

Not a writer or need some help with your press release? Hire one of CVA’s expert copywriters or editors to assist you! Visit our website for more information on pricing and what kinds of services we offer.

photo credit: NS Newsflash

Posted on November 1st, 2017 by Rachel Braam, Office Manager

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