Introduction
It's easy to fall into the trap of thinking that press release format are just for PR firms and journalists. There are plenty of experienced writers who think this way, but it's also true that many new writers don't understand how important press releases are as a marketing tool. As a result, they make some costly mistakes when writing them—and their clients pay the price! Let's take a look at three common mistakes made by novice and intermediate-level writers alike:
Mistake #1: "This is a press release, it's in the format, ready to go."
Mistake #1: "This is a press release, it's in the format, ready to go."
The first mistake that most writers make when writing their press release example is assuming that their content should be in the format of a traditional "press release." In fact, this is not true. Press releases are not a format; they're simply content types that can be used for different purposes and purposes only. The way you present your material matters more than what kind of document it is; if you want to use an old-fashioned style but still write up some interesting facts or figures about your product or service, then by all means do so! Just remember: There are no hard rules dictating how things should look on paper (or screen).
Mistake #2: "I'm writing an attention-grabbing headline and then I'm filling in the details with the subhead and body copy."
The second mistake is to write a headline that's too short, and then fill in the details with subhead and body copy.
The reason this happens is because writers tend to think they need to get their message across in just one sentence, but if you look at other media—such as newspapers or even magazines—you'll see that headlines are much longer than they used to be. They're more descriptive and include more detail about what's going on inside the story itself. In other words: "It has been said," "it was reported" or something like that; rather than saying something like "It was reported that..." which tells us nothing about what happened!
So if your press release template requires more than just one sentence for its main point (which should ideally be no longer than five sentences), then it might be best not only for your readers' sake but also because it makes sense from a professional standpoint: when writing an attention-grabbing headline (or any part of your pitch), try making sure it's not too short before adding anything else."
Mistake #3: "It's okay to write promotional press releases. I'm doing a good thing for my client by publicizing their achievements."
The third mistake is to think that a press release is somehow different from other types of writing. It's not. A media release template is a piece of communication that can be sent out to journalists, bloggers and other interested parties in order to inform them about something (in this case, your client's achievements). It should not be used as an opportunity for you or your client to sell products or services (that's called "sales"). Nor should it be used as a way for you or your client to promote yourself or your company (that's called "marketing").
A good rule of thumb: if you wouldn't say these things directly on social media—or even write them down—don't say them in an email!
Takeaway:
As you can see, there are three main mistakes people make when writing their press release.
They don't write it specifically for their audience.
They use language that is not tailored to their readers' needs and interests.
They don't think about the potential cost of sending out a press release that wasn't written correctly or with care (the lost opportunity cost).
Conclusion
I hope we've helped you avoid these mistakes. The most important thing is to always write down your sample press release template in the proper format and follow all the other steps that have been outlined in this guide. Remember, it's not about quantity but quality!
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