In public relations, staying ahead of competitors and sustaining the business’s industry presence is necessary. Press releases usually need to be addressed to maintain these objectives. To some companies, press release distribution seems an old method to get results, but they still need to remember that old is gold. Sharing any business-related news to the public is still effective through press releases.
A well-researched press release helps businesses attract the attention of journalists, media persons, influencers, and bloggers who want to publish a story about the company. Nevertheless, to achieve the desired results, inevitable mistakes must be avoided.
8 PR Distribution Mistakes to Avoid
Writing an attractive press release is essential to getting media coverage. However, it would be best to avoid the following mistakes when distributing PR material.
Press Release Lacks a Newsworthy Edge
The primary aim of media outlets—radio stations, magazines, TV, newspapers, industry blogs, trade publications, and other media sources—is to provide coverage. These resources are not bound to promote businesses’ services or products.
The press release will never get media coverage if it does not provide newsworthy content. Write the press release from a reader’s point of view so that it is edgy enough to keep them hooked.
Neglecting a Strong Headline
The headline is the first thing journalists see in the press release. Neglecting to write an attractive headline lowers your chances of getting the journalist’s attention, let alone media coverage.
When writing the headline, keep it short and coherent. People prefer to read shorter paragraphs. The headline should be up to 65 characters per the best SEO and Google guidelines practices.
Not Utilizing the Inverted Pyramid Structure
Most press releases follow the inverted pyramid structure, writing the most crucial information at the start and other information towards the end of the content. The leading paragraph contains the exciting news, as it is also the hook paragraph.
Avoid bragging about the business and write the main news immediately in the first paragraph. This is the main characteristic of a good press release: the first paragraph gives away the main idea.
Not Following a Standardized Format
Associated press style is the standard format for writing press releases, as journalists use this style. This helps them to create a story out of quickly. Also, consider the following tips:
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Write it in 3rd person narrative
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Keep the sentences to a maximum 3 lines
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Do not use fancy words
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Use active voice
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Use stats
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Do not use jargon
Do not overdo with Information
The primary purpose of a press release is to spread single news. The more information it includes, the less appealing it is for media coverage. The optimal length of a press release is 400 words, so keep the information limited to the word count.
The objective of a PR distribution is to get the attention of the journalists, so it is better to include limited information.
Don’t Write Press Releases as a Marketing Content
The sad reality is that journalists do not care about a business’s products or services. They are more attracted to covering a solid story that excites their audience. PR distribution is usually seen as a marketing strategy, but it is a way to get media coverage by providing newsworthy content.
The essential aspect of writing a press release is to act like your audience. Think from this perspective. If this news is good enough to get attention, businesses will get their answer.
Sending the Pitch Right Away
It is essential to take time and refine the pitch. Most PR distribution services make this mistake and instantly send their pitches. Businesses need to work on their pitches to get the attention of journalists and submit free Press Release submission agencies. Here are some of the mistakes to avoid
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Do not add attachments. Only links
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Do not be generic. Add some personalization.
Timing is wrong
Businesses want to share the news immediately, such as when they achieve a particular milestone. This is not a good approach for digital PR campaigns. Sending a press release at the wrong time will do more harm than good. Here are some factors to consider.
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Look out for other businesses in your niche and find out if they have shared similar news. If yes, then companies need to wait.
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Do not try to get media coverage simultaneously by launching the marketing campaign.
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Send the press release on favorable days, Mondays, Tuesdays, and Thursdays.
Conclusion
An effective PR distribution needs to be free of these mistakes. By doing so, digital press releases bring the desired results. One of the main reasons for sending well-crafted press releases is that journalists want them, so it is a win-win situation for both. Media outlets always keep their eye on a story, and this approach is the best way to get their attention. Refining press releases is long; businesses usually opt for PR writing services.