Did Your Last Press Release Fail?
In today’s fast-paced digital world, press releases are a vital tool to share your stories, announcements, and achievements with the world.
Unfortunately, far too many press releases fail to make an impact, often getting lost in the noise of crowded inboxes and oversaturated media landscapes.
If you’re one of those whose recent press releases have not gotten the results you were hoping for, here are some of the reasons some press releases grab headlines while others are ignored and how to make sure yours succeed:
1. Lack of Newsworthiness
The Problems
- The topic isn’t compelling, timely, or meaningful to the audience or media.
- It focuses too heavily on self-promotion rather than delivering real value or news.
The Solutions
- Conduct Research: Ensure the topic aligns with industry trends, breaking news, or audience interests.
- Highlight the Value: Clearly explain why this news matters and who benefits.
- Tie to Current Events: Frame your story in the context of timely topics or issues.
2. Lack of an Overall PR Strategy
The Problems
- Your organization uses “spray and pray” press release strategies – sending releases out that don’t add value and are self-serving.
- Press releases are an afterthought, hurriedly compiled and distributed.
The Solutions
- Create and adhere to an overall public relations strategy, including press releases as core strategic elements in your marketing and communications.
- Identify your PR goals and how you plan to get there
- Strategically choose which press releases to release, when, to achieve your PR goals.
3. Weak Headline
The Problems
- The headline fails to grab attention or communicate the main point effectively.
- Overhyped or misleading headlines promise something the release doesn’t deliver.
The Solutions
- Be Clear and Specific: Ensure your headline communicates the main point immediately.
- Incorporate Action Words: Use dynamic verbs and avoid clichés.
- Keep it Short: Aim for 6-12 words that deliver impact without fluff.
- Test Variations: Write multiple headlines and test them internally for the best one.
4. Ineffective Storytelling
The Problems
- Your press release fails to tell a compelling story or explain why the information matters.
- Contains overly technical language or jargon, making it hard to understand.
The Solutions
- Develop a Hook: Start with a captivating angle or statistic to draw the reader in.
- Simplify Language: Avoid jargon and write in a conversational, accessible tone.
- Use the Inverted Pyramid: Present the most critical information at the beginning.
- Incorporate Human Interest: Highlight real-life examples or testimonials to make the story relatable.
5. Poor Structure
The Problems
- Key information is buried in the middle or end of the release instead of being upfront, otherwise known as “burying the lede.”
- Releases are too long, too short, or formatted poorly, making them hard to read.
The Solutions
- Frontload Key Info: Answer the “who, what, where, when, why, and how” in the first two paragraphs.
- Use Subheadings and Bullet Points: Improve readability by breaking up text into sections.
- Follow AP Style: Use professional formatting standards for clarity and credibility.
- End with Your Boilerplate: Include a concise, professional description of your organization at the end.
6. Ignoring SEO Best Practices
The Problems
- Missing relevant keywords reduces online visibility.
- Lack of multimedia elements makes the content less engaging and shareable.
The Solutions
- Use Relevant Keywords: Research and include terms your target audience might search for.
- Add Hyperlinks: Link to relevant pages, such as your website or related resources.
- Include Multimedia: Add images, videos, or infographics optimized for web use.
- Optimize Metadata: Ensure the press release title and description fields are keyword-rich for better search rankings.
7. Timing Issues
The Problems
- Your press releases are sent during periods when the media or audience is focused on other major events.
- Fails to align with current trends or events, missing opportunities for relevance.
The Solutions
- Choose Strategic Timing: Avoid releasing during major holidays or industry events unless there’s a direct tie-in.
- Leverage Trends: Align your press release with current events or observances.
- Send Early in the Week: Monday through Wednesday mornings are typically better for media coverage.
8. Weak Call-to-Action (CTA)
The Problems
- The release doesn’t tell journalists or readers what to do next.
- Contact information is unclear or missing, making follow-ups difficult.
The Solutions
- Include a Clear Next Step: Direct readers to visit a landing page, sign up for an event, or contact a representative.
- Highlight the CTA: Place it prominently within the release and make it easy to understand.
- Provide Contact Details: Include the name, email, and phone number of a press contact for follow-ups.
9. Over-Saturation
The Problems
- Sending too many press releases diminishes interest and credibility.
- Rehashing old news without adding anything new.
The Solutions
- Prioritize Quality Over Quantity: Only issue press releases for genuinely newsworthy updates.
- Combine Updates: Group smaller updates into a single, more comprehensive release.
- Track Performance: Monitor which topics and formats get the best response, and focus on replicating successful strategies.
10. Lack of Credibility
The Problems
- Press releases contain unverified claims or exaggerated statements.
- Missing authoritative voices, such as quotes from stakeholders or experts.
The Solutions
- Verify Claims: Use data, testimonials, or third-party validation to back up statements.
- Add Quotes: Include statements from executives, partners, or experts to lend authority.
- Double-Check Details: Proofread thoroughly to ensure accuracy and professionalism.
11. Poor Targeting
The Problems
- Sent to media outlets or journalists whose interests or beats don’t align with the content.
- Uses mass distribution lists rather than targeted distribution.
The Solutions
- Use a Quality Press Release Distribution Service like eReleases to target your distribution to those most likely to cover your story.
- Segment Your Audience: Research and create a list of media outlets and journalists relevant to your industry or topic.
- Personalize Pitches: Tailor the press release or email introduction to the journalist’s specific interests or recent work.
- Use Targeted Platforms: Leverage niche distribution services or tools that cater to your industry.
Creating Successful Press Releases
Crafting a successful press release is both an art and a science. It requires balancing creativity with strategy, understanding your audience, and delivering your message in a clear, engaging, and credible manner.
By addressing common problems such as poor targeting, weak headlines, and lack of newsworthiness, and implementing the practical solutions outlined in this guide, you can dramatically increase the effectiveness of your press releases.
Remember, a well-crafted press release is not just an announcement—it’s an opportunity to build relationships, strengthen your brand, and shape the narrative in a way that leaves a lasting impression. Now, it’s time to put these insights into action and ensure your story stands out in the ever-competitive media landscape.