Most press releases fail before a journalist finishes the first paragraph. After placing thousands of stories, our team sees the same seven errors again and again — and every one of them is fixable in a single editing pass.
1. Burying the actual news
If the newsworthy fact is not in the headline or first two sentences, it does not exist. Open with what changed, who it affects and why today — background can wait until paragraph three.
2. Quotes that say nothing
“We are thrilled to announce…” tells an editor nothing. A strong quote contains an opinion, a number or a prediction — something only your spokesperson could say.
3. Forgetting the assets
A release without photography, data or a reachable spokesperson is a draft, not a pitch. Attach high-resolution images, one chart and a same-day interview offer every time.
Editors do not cover announcements. They cover consequences — show what changes for readers and you will get opened.
4. Spraying the same pitch everywhere
A tech reporter and a business columnist need different angles from the same news. Write one core release, then tailor the top line for each beat.
5. Hiding the contact
Put a named human with a mobile number at the top of the release — not a generic inbox. Deadlines do not wait for contact forms.
6. Skipping the follow-up
One polite, value-adding follow-up doubles response rates: new data, a fresh quote or a tighter angle. Never just ask “did you see this?”
7. Measuring the wrong thing
Counting sends instead of replies flatters the sender and starves the strategy. Track opens, answers and placements — then rewrite what underperforms.
Fix these seven and your next announcement will read like news instead of noise. And if you would rather hand the whole process to former editors, that is exactly what our media relations team does every day.
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