A press release is an important communication tool for any organisation to make media sit up and take notice. But nine times out of ten press releases fail to spark media interest.
If you want your company press releases to be noticed then you must avoid the following seven common errors:
Error One
Long and undulating press release: The press release must be short and crisp. It should cover all the main points in one page. Do not let your organisation’s press release run into multiple pages. It is a sure shot way of getting your press release kept aside for being studied on a future date. That future date never comes. Your press release will get dated, gather dust, and will never be referred to again.
Error Two
News point is buried: There are very few press releases that start with the news point. Most talk about the company or about their MDs and CEOs. The journalist has to scroll down the page to locate the news point. Nothing can be more frustrating than struggling to find the peg on which the news story should be based. But that is the experience of most journalists.
Error Three
Absence of direct quotes: A journalist’s eyes light up when they spot a smart quote. They realise that here’s a smart peg to catch the interest of the editor. Please remember that the journalists too have to compete with fellow journalists to get their report published. A dull and bland news report will not win them any praise. This is where you can help journalists. Give them smart and crisp quotes to use in the news copy. They will be grateful to you.
Error four
Wall to wall copy: You often come across press releases where paragraphs run on and on. Such copy construction is self-defeating. You must make sure that your press release is made of short paragraphs, and short sentences. The sentences should ideally use less than 20 words to express a point; and the paragraphs should not have more than three sentences. Also, please make sure that there is a line space between paragraphs.
Error Five
Absence of proper titles, sub-titles: Today, few press releases use sub-titles, also known as cross heads. The headline too is bland and does not express the main point of the press release. In fact, you should start your press release by writing the headline first. You will not beat about the bush when you do so. The same will happen when you create sub-titles. You will know which point to highlight next.
Error six
Use of jargon, hype and technical terms: You don’t have to exaggerate the achievements of your company or your company owner every time you write a press release. Also, do not use terms that are not commonly understood. There may be times when you have to use scientific terms or complex industrial words when reporting a breakthrough. In such cases, explain these terms in simple, layman’s language. The journalists will be very thankful to you for making their jobs easier.
Error seven
No public connect: Most press releases fail to explain the benefits of their company’s activity for the common man. This should be the first priority of any public relations professional. You must connect your company to your customer. Journalists too love stories that relate to their readers.
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