7 Common Press Release Mistakes and How to Fix Them
Press releases remain one of the most effective tools in public relations, but their success depends on execution. A strong press release builds credibility, earns media attention and supports your overall communication goals, while a weak one can hurt your reputation and waste an opportunity for coverage.
Small errors in writing, structure or timing can undermine even the best story. This guide explains seven common press release mistakes with clear examples and practical fixes to help every announcement perform better.
1. Weak or Promotional Headlines
A headline should attract attention and communicate value. Many releases fail because the headline sounds exaggerated or vague instead of factual.
Bad press release example:
“Company X Announces Revolutionary New Product That Will Change Everything Forever”
This headline says nothing concrete. Journalists are looking for clarity and relevance.
How to Fix it: Focus on facts and benefits that matter to readers. Keep the headline short and specific.
“Company X Launches AI Platform That Helps Small Businesses Automate Accounting”
This approach shows what happened and why it matters, creating immediate interest.
2. No Real News Value
A press release that reads like an advertisement will rarely earn coverage. Journalists want stories that inform, not marketing copy.
Bad press release example:
“Our product is the best on the market and will transform your life.”
This offers no evidence or context for why the news is relevant.
How to Fix it: Explain what makes the story timely or significant. Tie your announcement to a market trend, data point or event.
“Company Y Expands Renewable Energy Investments as Demand for Sustainable Solutions Grows.”
Relevance and timeliness show that your release contributes to a broader conversation.
3. Poor Formatting and Structure
Even compelling news can be ignored if the format is hard to read. Long paragraphs, missing subheads and dense blocks of text discourage editors from continuing.
Bad press release example: A release with no paragraph breaks, quotes or contact information.
How to Fix it: Structure your content for quick scanning. Include:
- A clear headline and subhead
- A lead paragraph summarizing the who, what, when, where and why
- Short, focused paragraphs
- A quote from a spokesperson or expert
- A boilerplate with company background
Proper formatting improves readability and shows professionalism.
4. Ignoring Multimedia
Releases that rely only on text limit engagement potential. Visuals help explain complex information and make stories more appealing.
Bad press release example: A 700-word text block with no photos, graphics or data visuals.
How to Fix it: Add relevant supporting elements, such as:
- Product or event images
- Infographics summarizing key data
- Short video clips or B-roll for editors
- Links to additional media materials
Multimedia adds dimension and helps journalists quickly understand your story.
5. Poor Timing or Targeting
Distribution timing and audience relevance are as important as content. Sending a release to the wrong list or at an inconvenient time can reduce visibility.
Bad press release example: An industry announcement sent to lifestyle reporters late on a Friday evening.
How to Fix it: Plan around your target audience’s schedule. Use editorial calendars to find ideal release dates and times. Segment your media lists by industry, beat and geography. Midweek mornings often perform best for outreach.
Targeted, well-timed distribution ensures your message reaches the people most likely to respond.
6. Overlooking SEO and Keywords
Search optimization plays a major role in digital visibility. Releases that ignore keywords or lack links miss out on long-term discoverability.
Bad press release example: A release about electric vehicles that never uses the term “electric vehicle” in the headline or body.
How to Fix it: Identify relevant keywords that describe your topic and integrate them naturally. Place them in the headline, lead and anchor text. Include links to your newsroom or related resources so readers and search engines can find more information.
SEO-friendly writing improves both search rankings and media reach.
7. No Clear Call to Action
A release should always tell readers what to do next. Without clear contact details or follow-up information, you leave journalists guessing.
Bad press release example: Ending with “Learn more soon” and no contact information.
How to Fix it: Close with a clear, actionable section that includes:
- A media contact name, title, phone number and email
- Links to your website, newsroom or downloadable assets
- A short invitation to follow up for quotes, interviews or details
A defined next step converts attention into engagement.
Why These Mistakes Matter for Your Press Release
Each mistake reduces your credibility and limits visibility. Weak headlines hurt engagement. Poor structure wastes attention. A lack of visuals or timing awareness decreases pickup rates. Collectively, these missteps make your announcement less professional and harder to trust.
Avoiding these pitfalls builds stronger relationships with journalists and audiences alike. Well-crafted, timely releases position your organization as a credible source and make coverage more likely.
From Errors to Excellence: Writing Press Releases That Get Results
A successful press release combines clarity, accuracy and purpose. Journalists rely on PR professionals to deliver stories that inform and engage. When your release follows best practices, it earns trust and improves your odds of publication.
Explore PR Newswire’s press release distribution and Amplify platform to strengthen your storytelling and reach the right audience every time.