Creating a press release can be a stressful endeavor. Not only do you have to watch your tone and pick the most appropriate words to convey your message, but you also have to select the proper visuals to grab the attention of your audience. All of it can quickly overwhelm any content creator. This is when the mistakes usually happen.
Whether you have already written thousands of press releases or are still waiting for your opportunity to write one, knowing which mistakes you should be especially aware of can help you avoid making them in the future.
Here are a few costly mistakes that you need to avoid.
To create a successful PR campaign, you need to plan every part of it carefully. Your press release is not an exception to this rule. If you try to fit every little detail into your text, the final product will be a chaotic mess instead of a well-thought-out message.
Do not try to create a press release that is suitable for every possible audience because it is an unachievable task. Pursuing it will only result in disappointment and waste of time.
Similarly, do not put out a press release when you have no important news to share. Sure, keeping in touch with your audience is an integral part of PR practice. However, there are more suitable channels to achieve this goal.
A good press release is always focused on only one topic. Do not devalue yours by making it unfocused or too casual. Instead, do your best to increase its worth by getting straight to the point and using it to make big announcements.
One of the most common mistakes is making your press release too long. This issue is usually the result of the previous point we talked about. When you are unsure what you want to put in your press release, it is easy to create a wall of text that will only bore the readers.
To avoid this mistake, try to keep your press release at around 400 words. It should be enough to get your point across without all the unnecessary fluff that can sometimes slip into the text.
If you are concise and get rid of all the unwanted details, your text will read much better and leave a positive impression. As a result, you will improve your image in the eyes of the journalists and come one step closer to achieving your PR goals.
Adding links to credible sources is an excellent practice. It boosts your reputation as a writer and showcases your attention to research. Nonetheless, like with many other things in life, successfully pursuing these benefits can only be achieved through balance.
Before you go on a linking spree, ask yourself whether the links you want to include in your press release provide value to the readers. Many PR specialists would agree that adding two links from more trustworthy sources is better than filling up your text with a whole bunch of low-quality links. This is similar to SEO when a few reputable outreach links from a service such as Husky Hampster will achieve better results than dozens of lesser quality links.
If you wish to create a successful press release, try not to make it look like a minefield. Instead, take your time and choose your links wisely. Doing this will boost your content’s visibility and prevent it from looking like an advertisement board.
In today’s day and age, putting out a press release without visual aids is like giving up right at the starting line. No matter how breathtaking it might be, plain text is not enough to create a press release that will speak to the crowds.
If you want to gather a large audience, you should carefully pick what visuals would be the best addition to your content. This way, you will avoid the no visual pitfall and make your text more enjoyable to read.
Additionally, remember to be consistent with the visual identity of your organization. For instance, if your company uses a specific color shade or a logo your customers can quickly recognize, consider adding those elements to your press release. Such a visual representation of your brand will make your press release seem more professional and connect it with the other aspects of your business.
One of the questions that bother every PR professional who wants to send a press release is: “When the time is right?”. Unfortunately, it is impossible to provide an answer that will apply to any situation you might find yourself in during your career.
Determining what time is the best to send a press release depends on many factors. Sure, you can analyze the data to find what is statistically the best day and time for going live with your big announcement. Nevertheless, there will always be more elements you need to take into account.
With that being said, the best days for press releases are considered to be Tuesdays and Thursdays. Regarding the time, you should aim between 10 am and 3 pm.
As a rule of thumb, try to avoid weekends and public holidays. During these days, the chances of your press release being noticed significantly decline.
Last but not least, you should be wary of using technical jargon. While this kind of language might be proper for business meetings, it can only distort the message of your press release. And if this happens — it may create severe problems for your organization.
A much better way is to use plain language. Of course, it does not mean that you should treat your audience as people who are devoid of comprehension. However, make sure that whatever you want to share with the rest of the world can be easily understood even by someone unfamiliar with your line of work.
Press releases are an indispensable part of every company’s PR strategy. They are an excellent way to communicate with your audience and share your newest successes and achievements.
Nevertheless, in order for it to be a valuable tool, your press release needs to be informative and written in an understandable way. Moreover, it cannot be overcrowded with links or lacking in visuals.
If you avoid the mistakes, we listed above, you should have no problems taking your press releases to the next level and gathering more attention for your brand. Keep working on improving your craft, and you will become a professional PR writer in no time.