The press release has evolved over the years. Although several experts believe that writing releases no longer benefits brands, it cannot be denied that it still serves its purpose – to spread the word about your business.
To maximize the use of a press release distribution, avoid these 5 biggest mistakes:
Telling Too Much About Your Company
In writing a release, the first paragraph should be devoted to answering the what, why, when, where, who and how of your story. Journalists should see right from the beginning what your announcement is all about.
Don’t make them spend time looking or guessing about your announcement. Lay down all the facts first before telling them what your company is, what you do and what you’re offering. It’s not a good start to talk too much about your company and your milestones.
That’s why it’s advisable that you have the portion in your release that talks about your company. Include a link to your site to allow them to learn more about your business and products.
Citing Too Much Detail
Your business press release should only talk about your announcement. If you want people to know about your new iPhone travel app, offer them the main facts and direct them to your site to give them the opportunity to learn more about your new app.
A release should only focus on what you want people to know right now. Tell about the relevant topic that you want to share. Don’t include too many details because doing that will not trigger the readers to read more, or find out more about your company or product.
Give details, but not too much that they are no longer interested to know more about your company or what other things you can offer. Pique their interest to find out more.
Not Providing Links
Although you may have written a good release about your collaboration with another A-list brand, it lacks the link where people can learn more about your upcoming project. They may be interested to know how the two big companies can help them, and what projects are lined up that can improve their lives.
Without links, how can readers know more about your company and your collaboration with the other company? Direct them to a page on your site that gives information about your announcement.
Before distributing your release through paid sites, publish it on your newsroom. It can give the stakeholders a place where they can see all the pertinent information and news about you. When you link back to a page, it can drive traffic to your site.
Ensure that you don’t provide too many links because Google may penalize you and treat you “spammy.” Minimize links to one per 150 words, according to Cision.
Not Following the Right Format
A release should be written following the journalist’s style of writing. Don’t use industry jargons, buzzwords and unnecessary words that can only confuse the readers.
Always write in a formal, simple tone. Have the readers in mind when writing the release.
Avoid grammatical, spelling and punctuation mistakes. You can use bullet points to make your story easier to digest.
Keep in mind that journalists may just copy paste your release. Make it as perfect as possible to impress them as they don’t need to edit it more.
Not Including the Media Contact
It is one of the most neglected parts of a release, but one of the most significant details too. Don’t forget to write the name of the person that journalists may contact if they are interested to cover your story.
Don’t expect that they are going to go out their way to reach out. Remember that they are not doing it to help you. It’s you who need coverage.
When writing, make sure that your release has complete parts. Don’t omit this part because you may miss a big media opportunity just because you didn’t include this important detail.
Write the name, contact number, email address and mailing address. Ensure that all these are working, and the contact person can be reached directly.
Writing A Long Press Release
A release should be kept short to at least 300 to 500 words only. There’s no need to make it like you’re writing a long novella.
Include all the relevant facts and avoid unnecessary details that are only making your story long. Journalists aren’t happy to read long releases. Stick with the required number of words to increase the odds of getting publicity for your technology business.
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