A press release is one of the most powerful tools in public relations. When done right, it can earn media attention, build credibility, and create buzz around a product, event, or brand. But when done wrong, it can be ignored, deleted, or worse—damage your reputation with journalists.
Despite its straightforward format, many companies make critical errors when writing and distributing press releases. These mistakes often stem from misunderstanding what journalists want or trying too hard to sound impressive without being clear or newsworthy.
If you want your press release to stand out, avoid these common mistakes:
Writing a Weak or Boring Headline
Your headline is the first thing journalists and editors see—and often the last if it doesn’t grab attention. A weak headline that’s too vague, overly promotional, or lacks urgency can kill your chances of getting noticed.
Instead, make your headline clear, concise, and focused on the news value. Think like a reporter: what’s the story here, and why should anyone care? If your headline doesn’t spark curiosity or explain what’s newsworthy, it won’t get clicked.
Good example:
“XYZ Company Secures $10 Million in Series A Funding to Revolutionize AI Healthcare”
Bad example:
“Exciting Developments at XYZ Company!”
Leading with Hype Instead of News
Press releases are not advertisements. Journalists are looking for facts, not fluff. Starting your release with exaggerated claims or marketing buzzwords (like “world’s best,” “game-changing,” or “unprecedented”) can turn them off immediately.
Start with the actual news: what happened, who it involves, and why it matters. You can always highlight benefits or include quotes further down, but lead with the facts.
Instead of hype, focus on what’s actually new, different, or impactful.
Burying the Lead
In journalism, the “lead” is the core of your story—the main point or announcement. One of the biggest mistakes is burying that information halfway down the press release.
Journalists skim. If your first few lines don’t answer “What’s the story?” they’ll stop reading. Put your most important information at the top: who, what, when, where, and why.
Use the first paragraph to clearly state the announcement. Then expand with supporting details.
Being Too Long or Too Short
Press releases should typically be between 400–600 words. Too short, and you may not provide enough context. Too long, and you risk losing the reader.
Stick to the essentials: headline, dateline, lead paragraph, supporting info, quotes, and boilerplate. Avoid unnecessary background that isn’t directly tied to the announcement.
If you need to share more details (like full data sets or long bios), link to them or include them in a press kit—not the body of the release.
Common Press Release Mistakes to AvoidForgetting the “So What?”
Many companies write press releases from an internal point of view: “We launched a new product.” But unless you answer the “so what?”—why it matters to the public, industry, or journalists—it’s unlikely to gain traction.
For every announcement, ask:
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Why is this important now?
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How does it impact customers or the market?
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What makes it different from what already exists?
Framing your release with that perspective turns a routine update into a compelling story.
Lack of Supporting Quotes
A well-crafted quote adds personality, credibility, and context to your press release. But many releases either skip quotes entirely or include bland, robotic ones that add no value.
Avoid generic statements like:
“We are thrilled to announce this exciting development…”
Instead, use quotes to:
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Highlight strategy or vision from the CEO
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Offer expert insight into the product or market
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Emphasize the impact on users, customers, or the industry
Quotes should sound human and authentic—not like a script.
Not Including Multimedia
In today’s digital age, a press release without visuals is a missed opportunity. Journalists—and their audiences—love visual content. Including images, infographics, charts, or video links increases your chances of coverage.
Whether it’s product photos, behind-the-scenes videos, or headshots of executives, multimedia helps tell the story and makes it more shareable.
Ensure your assets are high-quality and easily accessible via links or downloadable press kits.
Failing to Target the Right Audience
Blasting your press release to a generic or irrelevant media list is one of the fastest ways to land in spam folders—or on blocklists.
Not all stories are suitable for all outlets. A fintech update probably won’t interest a lifestyle reporter. An event in Chicago doesn’t need to go to LA-based media.
Segment your distribution list based on industry, location, and beat. Personalize your pitch emails. Show that you know who the journalist is and why your story fits their coverage.
Ignoring SEO and Online Readability
Even if your release doesn’t get picked up by traditional media, it may live on your website or PR distribution platforms. Optimizing it for search engines (SEO) helps drive traffic and visibility.
Use relevant keywords in your headline, subheadings, and body copy. Include links back to your site and use short paragraphs, bullet points, and subheadings to improve readability.
Write for both humans and search algorithms—clear, concise, and structured.
Forgetting Contact Information
It may seem basic, but it’s surprising how many press releases forget to include clear contact information.
Always include the name, phone number, and email of a real person (ideally the PR rep or communications lead) who can respond to media inquiries. Make sure they’re available to follow up after distribution.
If reporters have questions or want to schedule an interview, they need to know how to reach you—fast.
Poor Timing
Timing can make or break your press release. Sending it during a major news event, holiday, or weekend often results in it getting lost or overlooked.
Choose a weekday morning, ideally Tuesday–Thursday, and try to avoid days with major industry events or public distractions. Use embargoes or advance pitching when appropriate.
Monitor the news cycle to make sure your story doesn’t get overshadowed.
Skipping the Boilerplate
A boilerplate is the “About Us” section at the end of the release. It offers a brief overview of your company or brand and provides context for your announcement.
While often overlooked, this section is important—it gives journalists a quick way to understand who you are. Keep it updated, factual, and concise. Include a link to your website or newsroom.