After two decades of reviewing press releases, I've seen the same mistakes repeat across organizations of all sizes. Some are simple oversights; others reflect fundamental misunderstandings about how media works. Either way, they cost opportunities. This guide will help you identify and avoid the most damaging errors.
Burying the Lead
The most common mistake I see is burying the news. PR professionals spend weeks on announcements and assume journalists will read every word. They won't. If your most important information isn't in the first paragraph, it's likely invisible.
The inverted pyramid structure exists for good reason. Put your strongest, most newsworthy element first. Then support it with increasingly detailed information. If a journalist stops reading after the first paragraph—which happens more often than not—they should still have your core message.
Writing for Marketing, Not News
Press releases are not marketing materials. When organizations treat them as advertisements, journalists tune out. The promotional language that works in sales copy—"revolutionary," "game-changing," "best-in-class"—signals amateur hour to media professionals.
Substantiate claims or don't make them. "Our product increases efficiency by 30%" works. "Our revolutionary game-changing product is the best in its class" doesn't. Show the evidence. Let journalists draw their own conclusions. See my article on How to Write a Press Release for positive examples.
Weak, Generic Headlines
Headlines like "Acme Corp Announces New Product" tell journalists nothing. Every company announces products. Yours needs a hook. What makes this announcement specifically worth reading?
Effective headlines are specific. They answer "so what?" before it's asked. "Acme Corp Launches Widget That Cuts Costs in Half" creates curiosity. "Widget" is specific enough to be believable, "cuts costs in half" creates interest. For detailed headline guidance, read Headlines That Get Noticed.
No Supporting Evidence
Claims without support undermine credibility. If you say your product is faster, cheaper, or better, prove it. Include specific numbers. Reference independent research. Quote satisfied customers. Provide case studies.
Nothing frustrates journalists more than compelling claims they can't verify. Either substantiate your assertions or remove them. A conservative claim with evidence beats an impressive claim without any.
Poor Timing Decisions
Releasing news Friday afternoon ensures your announcement competes with weekend reading for minimal attention. Holiday weeks mean journalists are away or overwhelmed. Major industry event weeks drown out everything else.
Strategic timing considers journalist workflows. Tuesday through Thursday mornings typically perform best. Monday mornings catch editors dealing with weekend backlogs. Understand the media calendar and plan accordingly. For distribution timing details, see Press Release Distribution.
Ignoring the Target Audience
Mass-distributed generic releases rarely perform well. Journalists receive releases tailored to their specific coverage areas. Yours should be too. A release about your SaaS platform should differ depending on whether you're targeting tech reporters, business editors, or industry vertical publications.
Research your recipients. Reference their recent work. Explain why your story fits their specific beat. This personalization takes effort, but it dramatically increases response rates. Building targeted media lists is essential—see Media List Building for guidance.
Forgetting the Call to Action
Every press release should guide journalists toward next steps. What do you want them to do? Schedule an interview? Download a product for review? Visit a landing page for more information? Make this clear and easy.
A release without direction leaves journalists wondering what to do with the information. Include clear contact information and specific calls to action. Make taking the next step effortless.
Inadequate Boilerplate
The boilerplate at the end of your release is often the only background information journalists use. If it's vague, marketing-speak, or missing entirely, you lose credibility and context.
Write a factual, concise company description. Include founding year, what you do, and something distinctive about your approach or market position. Update it regularly. For boilerplate writing tips, see Boilerplate Writing.
Lack of Visual Assets
Text-only releases struggle for attention. High-quality images dramatically increase pickup rates. Product photos, executive headshots, infographics, and video content make your story more compelling and easier to publish.
Provide press-ready assets. High resolution, properly credited, cleared for publication. Low-quality images or missing assets create barriers that prevent coverage. For visual content guidance, see Visual Content for PR.
No Follow-Up Strategy
Sending a release and hoping for coverage rarely works. Journalists are overwhelmed. A polite follow-up 2-3 days after distribution keeps your story visible. Multiple personalized follow-ups over a week or two maintain presence without being pushy.
Effective follow-up adds value: new angles, additional resources, or helpful context. Avoid generic "checking in" messages. Give journalists reasons to engage. For follow-up strategies, read Following Up with Journalists.
