The most common mistake is making your release sound like an ad and not news. We understand that your primary goal is to sell a product or service or bring attention to your organization, but you must provide news or valuable information or your release will be ignored by the press.

Before you write your own press release, Read This Newsletter

Top ten things to Avoid

1. Avoid sending a release with no real news. News is what happens that is different, new or unique. Otherwise it is not news.
2. Avoid using technical language that your audience will not understand. Your press release should be easily understood by the lay person.
3. Avoid fluff and words or phases that make your press release sound like a advertisement or excessive self promotion. Be careful not to mislead or overstate. Only use words like exciting or fantastic to describe things other than your product or business. Let journalists come to their own conclusion that your product is amazing based on the facts that you have presented.
4. Avoid commenting on or providing news that is old and no longer news.
5. Avoid writing more than one or a maximum of two pages.
6. Avoid providing insufficient or wrong information. It is very important that your release is complete, accurate and specific. If you are having an event make sure you include all necessary dates. If it is an ongoing event, let people know.
7. Avoid sending your release too late. Your release must be sent at least two weeks before an event for newspapers. Send releases at least four months in advance for major magazines.
8. Avoid omitting a contact name, address, phone number, email address, and web site URL. You must let editors know who to call if they have questions.
9. Avoid subjects or headlines that are boring or confusing. Editors must be able to figure out from the headline why readers should care about what you have to say. Look at the headlines in magazines and newspapers to get ideas.
10. Avoid press releases that are obviously prejudiced or are negative about another person or company. Even if you have all the facts and evidence to support your negative claim against another, it is still a bad idea. This type of letter belongs in the editorial section of a newspaper and not in a press release.

Before you write your own press release, Read This Newsletter

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