Common Press Release Errors
(Press Release Writing Template and Tips are Available Here)
As one of the Internet's largest press release wire services we have seen some
of the world's best and worst press releases. Below you will find some of the
most common errors that we encounter on a regular basis. You do not get a second
chance to correct the negative impressions left by a poorly written release.
All Upper Case Characters - Never submit a press release in all upper
case characters. The headline and body of your press release should be in proper
case. PR Web's editorial policy does not permit press releases written entirely
in upper case characters.
Grammatical Errors - Even the best writers occasionally miss grammatical
errors and typos. Please proof read, edit and reproof your press release. Obvious
errors are easier to catch when composing your release off-line. Never compose
your release during the submission process. If you need editorial assistance
we have professional NewsCrafters
available to prepare or edit your press release. Call 866-640-NEWS for more information.
Lack of Content - We reject about 10% of all press release submissions
for lack of content. Oddly, authors are particularly guilty of short press releases.
(We assume that if authors can muster enough words to fill 300 pages they should
be able to come up with a 300-400 word press release.) Please make sure that
you answer all of the "W" questions, who, what, where, when, why and
how to ensure a complete press release. We have assembled a press release tip
sheet here for your convenience.
Press Releases that Scream BUY ME! - Do not write your press release
like an advertisement. Remember that journalists are NOT your marketing partners.
Their job is to relay information to their audience, not to sell. A good press
release informs the media. If your press release screams, BUY ME, then you might
want to consider reworking your release. We have assembled a news release tip
sheet here for your convenience.
Hype Flags - This is a close cousin to the BUY ME problem. If your press
release contains too many "hype flags" it will trip spam filters and
intercept your press release before it reaches its destination. A "Hype
Flag" is anything that challenges the credibility of your press release.
Examples of "Hype Flags" include an abundance of exclamation points
or wild product and service claims.
Funny Characters - On occasion strange characters and formatting can
creep into your press release during the submission (copy & paste) process.
Make sure that you press release is formatted as you intended.
Word Wrapping - Do not break each line at 70 characters. Let your sentences
wrap naturally. Please do not place a hard carriage return at the end of each
line. Include a carriage return only at the end of each paragraph.
Incorrect Usage of E-mail - This plagues about 30% of all press releases.
Use a role account instead of a personal account. A role account is pr@companyname.com.
A personal account would be pat@companyname.com. Using a role account allows
you to redirect e-mail to someone that can respond while you are on vacation.
After all, you do not want to miss valuable media contacts. You never want a
journalist to receive a message telling them that you are unavailable during
the week because of your high school reunion or business convention.
Our services can navigate you through the writing and editorial process. For
assistance, contact our professional NewsCrafters at 866-640-NEWS.
We look forward to a long and successful future as your partner in press release
distribution.
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