3 mistakes to avoid when writing a press release
Writing a press release can be an exciting time, particularly if it’s for your own business. Maybe your company has released a new product that you can’t wait to share with the world, or you’re hosting an event that you wish to see receive more coverage.
There are many reasons to write a press release, and researching how to construct one can be beneficial as it can help you can learn how to create an article that’s easy for journalists to read and follow.
The main purpose of a press release is to garner more attention from the media. Some media personnel receive hundreds of press releases a day, and while it’s important to stand out, it’s also important to ensure your piece is well-written, and clearly shows the relevant information needed for a potential writer to create a story about your news.
For those unfamiliar with the structure of a press release, it can be difficult to know what to include and what to leave out. Reading examples of good press releases can help you to know what to include in your own.
Below we have outlined three mistakes to avoid when writing a press release:
1. Assuming the audience know more information about your niche than they do
When you’re working in your industry nearly every day, it can be easy to take for granted niche knowledge, and assume others know it too. While writing your press release, try to write it as if you were explaining it to a member of the public, rather than someone within your industry. Make sure to break down uncommon acronyms the first time they appear in your press release, and steer clear of industry jargon that may confuse people.
2. Assuming your audience know NOTHING about your niche
It can be a tricky balance to perfect, but by the same token, try not to go into too much detail on your topic, assuming your audience know nothing. Putting excess amounts of detail into a press release can make it too long, and lead people to lose interest. Too much explanation can also come across as patronising, which is a big no-no when pitching news to potential writers.
3. Not including contact information and website links
Including contact information in your press release allows for journalists to reach out to you if they wish to clarify a section of your piece, find out further information, or get a few quotes to add to the article. By not including this in your press release, you could be missing out on potential stories. Including links to further information can also be beneficial, as it allows people to gather more information on your company. By linking to your company website in the press release, you can make the summary of your business briefer, thus making your article shorter and more reader-friendly.
Writing a press release – conclusion
Press releases can be a great way to get news about your company or product out into the world. Knowing how NOT to write them can be a good first step to knowing how to construct a good one. If you want further information on the press release writing process, including what to include in a press release, check out our page of helpful tips and information.