When it comes to running a media campaign a lot of business owners are do-it-yourselfers. However, even those business owners intent on handling their own public relations come to me for one thing–that all-important press release.
Usually, they come to me to fix or edit or critique the press release they’ve written. Here are the top six problems that most press releases have and how they can easily overcome those issues so that they don’t suck.
1. Your press release touts the greatness of your product or services
This sounds contrary to what a press release is supposed to do. However, if you overstate the terrific aspects of what you are promoting the newsworthiness will get lost and it will appear to be a fluffy sales pitch. Your audience will likely consider it an advertisement and treat it as such.
2. Your press release sounds too exciting
News isn’t exciting in general. Still, the tendency of most businesses is to issue a press release that is exciting, full of exclamation points, all caps and bolded words. Again, this is going to sound and look like an advertisment. Think about the last time you saw or read a news report that was delivered in an overexhuberant way. Even really good, positive news isn’t delivered that way. If your product or service is truly exciting and revolutionary people will get it–without the exclamation points.
3. You are using the words “I” or “you”
OK so you use those words in a blog post. That’s fine, because you are talking to your audience. Not so with a press release. Your target audience with a press release is the media. But you still don’t use “I” or “you” because in a reporter’s mind it instantly triggers the response “Ad!” and then that’s as far as it gets. Try to write it leaving “You” and “I” out of it and you’ll strike a more professional tone.
4. It’s delivered in exciting packaging
If your press release is printed on brightly colored paper, contains confetti or is delivered in complicated packaging it’s a sign that you are making up for not having news. Of course this isn’t always the case, but the perception will be that it is the case. Instead of overcompensating with a showy presentation stick to a clean, white sheet of paper with black lettering. If you have several pages neatly staple them in the corner or place them in a professional folder–just like your college English professor would’ve wanted.
5. It’s longer than two pages and tells way too much
Really, a press release is supposed to entice a reporter to want to learn more about your news. It’s supposed to be a tease. You don’t need to say everything in your press release. Think of it this way, if you were introducing yourself to someone on a first date would you unload everything there is to know about you in that one meeting? No, that first date is really to test the waters and see if there is any interest in going forward. Likewise, with your press release put your best stuff out there and save the details for later.
6. It reads like a story — interesting but contains no news
Press releases should be enticing, they should tease, but they should get to the point. Many people confuse a news story or article and a press release. A press release is meant to inform, not entertain. You really don’t need a whole lot of creativity if you have genuine news to put out there. Now, if you are stretching things a bit to get publicity–and there’s nothing wrong with that–then you might need to get a little more creative.
Either way, there should be a clear news angle and the reporter should be able to identify the news angle without having to wade through a load of “Once Upon A Time,” type of baloney.
Getting media publicity takes some work but if you truly have news to report then writing a press release shouldn’t be too difficult. Don’t be afraid to hire press release services if you need to, otherwise remember that simple is best when it comes to writing your press release.