A press release is absolutely essential for businesses looking to promote the launch of their new product, show or award. By sending various media outlets a press release, businesses are catapulted into the public eye in a bid to boost sales and recognition – however, with such publicity comes scrutiny, so making sure the press release is perfect is of the utmost importance.
Despite the popularity of social media, a press release is still of vital importance, and is often more professional than releasing a small announcement on Twitter or Facebook, for example. However, whether the press release is written by yourself, a professional press release writing agency or someone in-house, there are a number of mistakes to avoid.
Not providing enough information is a rookie error and will mean the press release is unsuccessful in promoting the business. Make sure every fact and figure is covered if it’s relevant, including company name and where it is based.
Make sure the press release is long enough as well. If a press release is too short then it probably means you haven’t included enough information (see above). Look to include the following six questions: who, what, when, where, why and how. If all these are covered then your press release should be a reasonable length.
Also be sure not to write in the first person – writing in the third person is more professional and is the narrative all the top media outlets write in.
Make sure the content of the press release is of the highest quality. If it contains too many words in CAPS or incorrect grammar, or even if the copy is over-hyped and contains a number of exclamation points, it can come across as unprofessional, or might even be confused with a spam message. This includes the title as well – make sure it is concise, catchy and includes key points.
In terms of the actual content, this mustn’t be too promotional, as it will come across as a sales pitch and will put readers off. The copy must also use quotes to their fullest effect and not simply cut and paste already released material from newsletters or websites.