Six Deadly Sins of Press Release Writing

This article was originally published in the October 6, 1999 edition of the PRW Newsletter. Join our Mailing List to receive occasional press release writing tips and other marketing tips in your email box. Click Here!

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We all know how important publicity is in getting out the word on our products or services. That’s why we spend money on advertising. It pays off.

But Press Releases are free and at the personal discretion of the Media persons. So you have to work harder to win them over. A brief write-up of a product or service in the LA Times, the Miami Herald, or the Hazard County Review can affect your bottom line in astounding ways. Let’s assume that this is a basic truth, so we’re going to skip showing you all the statistics.

Because Press Release Writing is our business, we have an inside track. We hear about the major gripes of media people all the time. As we listen to their grievances, we’ll pass them on to you along with specific suggestions.

1.  Don’t write sloppily. Spell check! Spell check! Spell check! Sounds simple but you’d be surprised at how many people neglect it. Bad spelling and/or grammar is a turnoff.

2.  Don’t beat around the bush. Make sure that your press release is clear and to the point. If you can’t understand it, chances are no one else can, especially the person whom you want to interest most.

3.  Don’t start out with mundane facts.  Grab the reader’s attention immediately with something new, something unique or just a new twist to old facts.

4.  Don’t write about something you are not 100% familiar with.  Have a passion for your subject or find someone who does.

5.  Don’t tell about your product/service without briefly describing your business.

6.  Don’t leave the reader hanging.  Be sure and include Contacts such as name, telephone number, fax number, e-mail address, company product and reply address (optional.)