Back in my newspaper days, there was very little that made my underpaid heart sink faster than a poorly written press release.
You know the kind, right? Densely-packed paragraphs, an over-reliance on superlatives, dubious claims of “industry firsts” – the kind of press release that prompts a weary sigh and a phone call to the press office to get the real info.
Give me strength.
Anyway, if you want to keep your journo contacts happy (or at least not as miserable), avoid these all-too common blunders.
1.Attributing quotes to “The Company”
Please, just stop. Quotes attributed to “the team,” “a spokesperson,” or—worse—multiple unnamed people? That’s a one-way ticket to the trash folder. Journalists want real, named humans to quote. And that’s full names as well.
2. Stuffing it full of jargon
“We’re leveraging cutting-edge synergies to optimize cross-functional value.” Oh. Cool. Nobody knows what that means. If the man on the street—or a very tired journalist on deadline—can’t understand your press release, it’s not getting picked up.
3. Burying the Lede
If the actual news (like “we raised $5 million” or “we’re launching in Japan”) doesn’t show up until paragraph four, you’ve lost them. Get to the point. Fast.
4. Fake Enthusiasm
Look, we all love a little excitement. But when your CEO is “thrilled,” “honored,” and “delighted” in the same sentence, it starts to sound like someone’s trying to justify their subscription to thesarus.com. Just tell us what’s happening and why it matters.
5. Too Long, Didn’t Read (TLDR)
Some releases feel like someone tried to win a word count contest. Unless your news involves a cure for aging or free pizza for the planet, it probably doesn’t need to be two pages long. Brevity is your friend.
6. No Real News
This one hurts the most: the non-news “news.” A slightly redesigned logo? A new blog post? A vague “strategic partnership” with no actual details? Journalists need substance. Otherwise, it’s just noise.
Final Thought
Want your press release to make a journalist smile instead of sigh? Be clear, be human, and most of all—have something worth saying. The rest will follow.