The Seven Deadly Sins of Press Releases

The press release can be one of your most powerful public relations tools. Many companies, however, make the mistake of thinking that press releases are simple regurgitations of company news. Wrong!

As any journalist will tell you, many releases contain incorrect information, have no real value, or are not followed up on correctly. The most common mistakes are what we call the seven deadly sins of press releases:

1) Wrong number, sir. Providing too little or wrong information, particularly telephone numbers with no area code, or omitting a contact name and phone number. Who wants to miss an opportunity for a story placement simply because you forgot to include the correct contact information?

2) Too long. Ideally your press releases should be one page, and absolutely no longer than two pages. Provide enough information to make the release interesting and understandable, always include contact information, and list a Website or another place where the media can find out more.

3) Too late. If your story is timely you will need to mail, fax, or e-mail press releases to local media at least two weeks before an event, and preferably three or four for calendar listings. Major magazines typically work anywhere from four to six months ahead of when the publication actually hits the newsstands.

4) Zero news value or mass blasts. Don’t try to make something newsworthy when it isn’t. Think of the audience and the journalist you are trying to pitch. Would they be interested in this? If the answer is “no,” do not send it! Even worse are mass e-blasts or faxes of press releases that have nothing to do with the media contact to whom you are sending the information.

5) Hype, hype, hype. Avoid words and phrases such as “spectacular,” “incredible,” “the only one of its kind,” “breakthrough,” “cutting edge,” “unique,” and “state of the art.” This will cause instant eye-glazing, and the cheese factor may get in the way of your real news.

6) Forgetting to pitch. After you send a release, calling with questions like “Did you get my news release?” or “Do you know when it will be printed?” will very rarely garner a positive response. Forgetting to actually pitch your story will not only annoy the reporter but is also a waste of your valuable time. Take a few minutes prior to your call to outline your thoughts. Begin with why this is interesting to the journalist’s readers. When you do call, make the call worthwhile: Suggest a particular angle to your story, or ask if the reporter needs any other information. Be helpful, not annoying. Also allow the conversation to flow naturally. If the reporter gets off on a tangent but seems interested, be flexible and answer his questions. Remember, ultimately it is about building a relationship with the reporter so that you can cultivate long-term results.

7) Too much money. As we mentioned in our last column (“Public Relations on a Shoestring”), many small businesses either are unaware of wire services or think they have to send their releases via expensive national circuits. In fact, there are several free, or almost free, online press release distribution services that can get your news delivered into the mailboxes of potential investors, clients, and reporters, as well as increase your site’s search engine placement. Try i-newswire.com or PRWeb.

Amy Chilla and Melissa Gillespie are partners in Innova Communications (www.teaminnova.com), a Ladera Ranch, CA-based public relations and marketing firm.