5 Common Press Release Mistakes to Avoid

Press releases remain one of the most effective ways to gain media attention, build credibility, and boost your company's visibility. Yet many businesses sabotage their own success by making preventable mistakes that turn journalists away and waste valuable marketing resources.

The difference between a press release that gets picked up by major publications and one that gets ignored often comes down to avoiding basic errors that signal amateur hour to experienced journalists. Understanding these common pitfalls—and how to sidestep them—can transform your press release strategy from ineffective noise into a powerful tool for growth.

Whether you're a startup founder writing your first press release or a marketing professional looking to improve your success rate, this guide will help you avoid the mistakes that kill press release campaigns before they start.

Mistake 1: Overselling Without News Value

The biggest killer of press releases is treating them like advertisements rather than news stories. Many businesses fall into the trap of overselling their products or services while failing to provide genuine news value that journalists actually want to cover.

The Overselling Problem

Phrases like "revolutionary breakthrough," "game-changing solution," and "industry-leading innovation" might sound impressive in your marketing materials, but they make journalists roll their eyes. These hyperbolic claims without substantive backing signal that your press release is more promotional fluff than newsworthy content.

Journalists receive hundreds of press releases daily. They can spot marketing speak from miles away, and nothing gets your release deleted faster than obvious self-promotion disguised as news.

What Constitutes Real News Value

Genuine news value typically includes:

• Funding announcements: New investment rounds, especially with notable investors

• Product launches: Truly innovative products that solve real problems

• Strategic partnerships: Collaborations with well-known companies or industry leaders

• Executive appointments: New hires with impressive backgrounds or unique expertise

• Industry research: Original data or insights that reveal market trends

• Awards and recognition: Prestigious honors from respected organizations

• Geographic expansion: Entering new markets or opening significant locations

How to Fix It

Before writing your press release, ask yourself: "Would I click on this story if I saw it in a trade publication?" If the answer is no, you need to find a stronger angle or wait for more substantial news.

Focus on the "so what" factor. Instead of announcing that you've launched a new feature, explain how this feature solves a widespread industry problem or represents a significant technological advancement. According to PR Week research, 78% of journalists prioritize stories that impact their audience over company-focused announcements.

Structure your press release like a news story, not a sales pitch. Lead with the most newsworthy element and support it with concrete details, third-party validation, and relevant context.

Mistake 2: Poor Timing and Distribution Strategy

Even the most newsworthy press release can fail if it's distributed at the wrong time or to the wrong audience. Many companies treat distribution as an afterthought, resulting in missed opportunities and wasted resources.

Common Timing Mistakes

Holiday and Weekend Releases: Sending press releases during holidays, long weekends, or late Friday afternoons almost guarantees they'll be buried in overflowing inboxes.

News Cycle Conflicts: Distributing releases during major breaking news events means your story will be completely overshadowed.

Industry Event Overlaps: Releasing news during major industry conferences when journalists are focused elsewhere reduces your chances of coverage.

Rushed Timing: Sending releases at the last minute without allowing journalists adequate time to research and write their stories.

Distribution Strategy Failures

Many companies make these critical distribution errors:

• Sending generic press releases to irrelevant journalists

• Using outdated media lists with incorrect contact information

• Failing to research journalists' beats and interests

• Ignoring regional and niche publications that might be highly interested

• Over-relying on wire services without targeted outreach

Strategic Timing and Distribution Solutions

Optimal Timing Windows: Tuesday through Thursday between 10 AM and 2 PM typically sees the highest journalist engagement rates. Avoid Mondays when journalists are catching up from the weekend, and Fridays when they're winding down.

News Cycle Awareness: Monitor current events and adjust your timing accordingly. Google Trends can help you identify when your industry topics are receiving increased attention.

Targeted Media Lists: Build specific lists for each press release based on:

• Journalist beat areas and expertise

• Publication focus and audience

• Geographic relevance

• Recent coverage of similar topics

Multi-Channel Approach: Combine wire services with direct outreach to build relationships and increase pickup rates. Personal pitches to targeted journalists often outperform mass distribution.

Lead Time Planning: Give journalists adequate time to prepare stories, especially for embargoed announcements or complex topics requiring additional research.

Mistake 3: Writing Like a Marketing Brochure

Press releases written in marketing language rather than journalistic style immediately identify themselves as amateur productions that professional journalists will ignore.

Marketing Language Red Flags

Common phrases that scream "marketing copy" include:

• "We are excited to announce..."

• "Leading provider of..."

• "Cutting-edge technology..."

• "Best-in-class solution..."

• "Leveraging synergies..."

These phrases add no value and waste precious space in your opening paragraphs where you need to hook readers immediately.

Journalistic Writing Standards

Professional press releases follow journalistic conventions:

Third-Person Perspective: Write about your company from an outside observer's viewpoint, not as internal marketing materials.

Inverted Pyramid Structure: Place the most important information first, followed by supporting details in order of decreasing importance.

Factual Tone: Use specific facts, numbers, and verifiable claims rather than subjective opinions and marketing superlatives.

Attribution: Include quotes from credible sources that add insight rather than simply restating facts already covered.

Writing Improvements That Work

Start with a compelling lead paragraph that answers the five W's: Who, What, When, Where, and Why. This paragraph should contain your most newsworthy information in clear, concise language.

Use active voice and strong verbs to create engaging, readable copy. Instead of "A partnership was announced by Company X," write "Company X announced a partnership."

Include specific metrics and data points that support your claims. Rather than saying "significant growth," report "40% quarter-over-quarter revenue increase" or "doubled customer base from 10,000 to 20,000 users."

Provide context that helps journalists understand why your news matters to their readers. Connect your announcement to broader industry trends, market conditions, or societal challenges.

Mistake 4: Weak Headlines and Poor Structure

Your headline determines whether journalists read your press release or delete it immediately. Many companies sabotage their releases with weak, generic headlines that fail to communicate news value effectively.

Headline Problems That Kill Interest

Generic Announcements: Headlines like "Company X Announces New Product" tell readers nothing about why they should care.

Industry Jargon: Technical terms and acronyms that only insiders understand alienate journalists who cover multiple industries.

Buried Lead: Placing the most important information in subheadings rather than the main headline.

Length Issues: Headlines that are either too long for easy scanning or too short to convey meaningful information.

Structural Issues That Lose Readers

Many press releases suffer from poor organization that makes them difficult to read and understand:

• No clear hierarchy of information

• Wall-of-text paragraphs that intimidate readers

• Missing or irrelevant quotes from executives

• Lack of supporting data or evidence

• Weak or missing company boilerplate

Creating Compelling Headlines and Structure

Effective Headlines should be specific, benefit-focused, and under 70 characters for optimal display across platforms. Instead of "ABC Company Launches New Software," try "ABC Company's AI Platform Reduces Customer Service Response Times by 75%."

Hook readers immediately with headlines that create curiosity or promise valuable information. Use numbers, specific benefits, or surprising statistics to grab attention.

Structure for scanability with clear subheadings, short paragraphs (2-3 sentences maximum), and bullet points where appropriate. Nielsen research on web reading patterns shows that 79% of users scan content rather than reading word-for-word.

Strategic quote placement should provide insights, context, or expert commentary rather than repeating information already stated. Quotes work best when they explain the "why" behind your announcement or predict future implications.

Mistake 5: Ignoring Follow-Up and Relationship Building

Many businesses treat press releases as one-and-done activities, missing crucial opportunities to build media relationships and maximize coverage potential through strategic follow-up.

Follow-Up Failures

No Outreach Strategy: Simply distributing a press release and hoping for coverage without direct journalist engagement.

Pushy Persistence: Aggressive follow-up that annoys journalists rather than building positive relationships.

Generic Follow-Up: Mass emails that show no understanding of specific journalists' interests or beats.

Timing Insensitivity: Following up immediately after distribution without allowing journalists time to review and respond.

One-Size-Fits-All Approach: Using the same follow-up message for different types of publications and journalists.

Relationship Building Oversights

Successful PR requires ongoing relationship development, yet many companies focus solely on immediate coverage needs:

• Failing to provide value beyond their own announcements

• Not responding quickly to journalist inquiries

• Ignoring opportunities to offer expert commentary on industry trends

• Neglecting to maintain updated contact information and media relationships

Strategic Follow-Up and Relationship Development

Personalized Outreach: Research journalists' recent work and reference specific articles or interests when following up. This demonstrates genuine engagement rather than mass targeting.

Value-First Approach: Lead follow-up conversations with how your story benefits their readers rather than what you want from them.

Professional Timing: Wait 2-3 days after initial distribution before following up, and space subsequent contacts appropriately based on the journalist's response patterns.

Multi-Touch Campaigns: Develop systematic follow-up sequences that provide additional value at each touchpoint rather than simply asking for coverage.

Relationship Maintenance: Stay in touch with journalists between press releases by sharing relevant industry insights, offering expert commentary, or providing exclusive access to company executives for future stories.

Response Readiness: Prepare additional materials journalists might request, including high-resolution images, executive biographies, detailed technical specifications, or customer case studies.

Building a Sustainable Press Release Strategy

Avoiding these common mistakes is just the beginning of effective press release strategy. Long-term success requires systematic approaches that build credibility and relationships over time.

Quality Control Systems

Implement review processes that catch mistakes before distribution:

• Editorial reviews for clarity and news value

• Fact-checking to ensure accuracy

• Legal reviews for sensitive announcements

• Brand consistency checks across all materials

Performance Tracking

Monitor results to continuously improve your approach:

• Media pickup rates and quality

• Website traffic from press coverage

• Social media engagement and shares

• Lead generation from media mentions

• Search engine ranking improvements

Continuous Learning

Stay updated on journalism trends and media preferences:

• Subscribe to journalism trade publications

• Attend industry conferences and networking events

• Survey journalists about their preferences and priorities

• Analyze successful press releases in your industry

Long-Term Relationship Investment

Build sustainable media relationships through consistent value delivery:

• Regular communication beyond press releases

• Expert commentary on industry developments

• Exclusive access to company news and insights

• Professional responsiveness to media inquiries

Your Press Release Success Action Plan

Transform your press release strategy by implementing these improvements:

1. Audit Current Releases: Review recent press releases against these common mistakes to identify improvement opportunities.

2. Develop Editorial Standards: Create internal guidelines that ensure all releases meet professional journalistic standards.

3. Build Targeted Media Lists: Research and compile specific lists of journalists and publications relevant to your industry and announcements.

4. Create Follow-Up Templates: Develop personalized outreach templates that can be customized for different journalists and situations.

5. Establish Measurement Systems: Implement tracking tools that connect press release efforts to business outcomes and media relationship development.

Press releases remain powerful tools for building credibility, attracting media attention, and driving business growth—when executed properly. By avoiding these five common mistakes and implementing strategic improvements, you'll dramatically increase your chances of media pickup and build valuable relationships that benefit your organization long-term.

Remember that effective press release strategy is about serving journalists' needs while advancing your business objectives. When you focus on providing genuine news value, professional presentation, and relationship building, press releases become valuable investments in your company's growth and reputation.