6 Mistakes to Avoid When Crafting Press Releases
Press releases are a crucial tool for businesses to communicate with the media and public, but common mistakes can undermine their effectiveness. Drawing on insights from industry experts, this article explores key pitfalls to avoid when crafting press releases. From maintaining clarity and focus to framing releases as newsworthy stories, these tips will help ensure your press releases make the intended impact.
- Craft Clear, Focused Press Releases
- Frame Releases as Newsworthy Stories
- Lead with Human Interest Angles
- Communicate Authentically in Press Releases
- Prioritize Novelty and Substance
- Target Relevant Media with Compelling Narratives
Craft Clear, Focused Press Releases
One mistake I made early on with press releases was trying to say too much instead of getting to the point. I'd cram every detail, backstory, quote, and stat into one long document—thinking more information meant more impact. In reality, it just made it harder for editors to find the actual story.
What I've learned is that clarity and focus are everything. A great press release should feel tight, intentional, and easy to skim. Lead with the headline you want someone to run with, include one strong quote that adds value, and don't bury the hook. The goal isn't to tell every detail—it's to spark enough interest for someone to want more.
My advice? Step back and ask yourself: "If I were a writer getting 100 pitches a day, would this grab me in the first 10 seconds?" If not, edit it down.
Frame Releases as Newsworthy Stories
One mistake I made early on with press releases was treating them like promotional ads instead of newsworthy stories. I used to pack them with brand-heavy language and self-praise, thinking more exposure meant better results. However, editors and journalists aren't looking for fluff; they want relevance and genuine value for their audience.
The press releases often got ignored or buried because they lacked a compelling angle.
What I've learned—and now follow strictly—is to focus on the "why now" factor. I frame the release around what makes it newsworthy: a trend, a data point, or a human story. I also write it in a way that makes the journalist's job easier: clear headline, concise lead, and solid quotes.
If you're just starting out, ask yourself: Would a stranger care about this? If the answer is no, reframe it until it becomes a story worth telling. That's what gets coverage.
Lead with Human Interest Angles
Have you ever released a press statement at dawn, only to realize the headline read like a dull medical journal abstract? I've been guilty of that. My rookie mistake was burying the human interest angle.
Now, I lead with a story—like the patient who finally escaped insurance red tape after finding a Direct Primary Care (DPC) clinic through our directory. Finding quality care is easy—search our site to instantly connect with trusted DPC providers—and the press loves a relatable success story.
Trim the jargon, add a quotable anecdote, and triple-check the call-to-action. We're transforming healthcare with a patient-first approach, so my press releases mirror that clarity: fewer buzzwords, more value. I learned it the hard way so you don't have to—keep it human, keep it helpful.
Communicate Authentically in Press Releases
Early on at spectup, I made the mistake of trying to sound too polished and formal in a press release announcing a partnership we were excited about. It was filled with buzzwords, carefully scripted quotes, and a tone that frankly didn't sound like us. The result? It got picked up by no one, and worse, our own network barely reacted. It felt like we were trying to impress the media instead of actually communicating something valuable. I realised then that press releases aren't just announcements—they're an extension of your voice, your story, your momentum. People want clarity, not cliches. Now, we keep things direct, meaningful, and written in a way that sounds like a human actually said it. If there's no real story or impact, we don't push it. One of our team members once said, "If you wouldn't forward this to a friend, it's not ready." That's stuck with me.Early on at spectup, I made the mistake of trying to sound too polished and formal in a press release announcing a partnership we were excited about. It was filled with buzzwords, carefully scripted quotes, and a tone that frankly didn't sound like us. The result? It got picked up by no one, and worse, our own network barely reacted. It felt like we were trying to impress the media instead of actually communicating something valuable.
I realised then that press releases aren't just announcements—they're an extension of your voice, your story, your momentum. People want clarity, not cliches. Now, we keep things direct, meaningful, and written in a way that sounds like a human actually said it. If there's no real story or impact, we don't push it. One of our team members once said, "If you wouldn't forward this to a friend, it's not ready." That's stuck with me.
Prioritize Novelty and Substance
The biggest mistake I made early on with press releases was assuming journalists would care about something my company was doing simply because we were publicizing it. Journalists receive hundreds of press releases every week; why should they care about mine?
The reality is that for a press release to be effective, it needs to be novel, interesting, and written in a way that doesn't waste journalists' time. I learned to write with the headline-worthy fact in the first 20 words and assume journalists will skim read (since they will). By putting substance first and having something genuinely interesting to report, I've had several releases picked up and earned valuable coverage for my business.
Target Relevant Media with Compelling Narratives
Prioritizing quantity over quality and relevance was a big error I made when I first started writing press releases. I believed that our chances of getting publicity would be increased by simply distributing a large number of releases to as many media contacts as possible. Instead, it frequently resulted in journalists who received pointless pitches ignoring our releases, labeling them as spam, or even openly resenting them. I discovered that a scattergun strategy can harm media relationships and waste resources. The secret is to carefully investigate and target particular reporters and magazines whose readership actually supports your story. Concentrate on writing a gripping, succinct narrative that provides a clear explanation of "why should their readers care?" Getting real media attention is much easier with this focused, value-driven strategy.
