What Annoys Reporters Most About Press Releases
When asked the question, “What annoys you about press releases?” Yahoo! Finance’s Rick Newman said, “The ones sent to me 2, 3 4 times, as if I’ll be more likely to respond; sending irrelevant material multiple times doesn’t make it any more relevant.”
Look, there are a lot of things reporters and PRs hate about each other. And while both sides are prone to some thinness of the epidermis, Newman absolutely has a point here. As a PR person, it’s bad enough to send a reporter a bad, irrelevant press release; it’s absolutely unforgivable to keep bombarding him (or her) with the same crappy, useless press release over and over again in a desperate attempt to get his attention.
Hey, there’s nothing wrong with persistence. Following up on a pitch is absolutely okay, and it’s something I often recommend. But that’s not what we’re talking about here. We’re not talking about persistence we’re talking about spamming.
Simply stated – don’t send the same press release out over and over again. There are other, better ways to follow up.
Mistakes PR People Make in Sending Out Press Releases
There are a few different layers to this grievous error some PR folks make:
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Mistake #1: Sending a bad press release
— A bad press release is one that takes forever to get to the point, doesn’t have a newsworthy angle, is filled with jargon and buzzwords, and reads more like an advertisement than a news story. Want to write better press releases? Check out our guide that’s filled with tips and practical advice.
What Makes a Bad Press Release?
A bad press release can fail to achieve its goals for several reasons. Here are some common pitfalls:
- 1. Lack of Newsworthiness: If the press release doesn’t contain genuinely newsworthy information, journalists and readers will quickly lose interest. It should offer something of value, be it a significant update, new product, important event, or meaningful data.
- 2. Poorly Written Headline: The headline is the first thing people see. If it’s not compelling or clear, the press release might not get read at all. A bad headline is either too vague, overly complicated, or fails to convey the main point.
- 3. Overly Promotional Language: Press releases are meant to inform, not sell. Overly promotional language can turn off journalists and readers. Instead, the tone should be factual and neutral.
- 4. Lack of a Clear Angle or Focus: A press release without a clear angle or focus can confuse readers. It should have a single, strong news hook and stay on topic.
- 5. Missing or Burying the Lead: The most important information should be at the beginning. If the key message is buried deep in the text, it might be overlooked.
- 6. Too Long or Too Short: Press releases should be concise and to the point. Too much information can overwhelm the reader, while too little can leave important questions unanswered. Ideally, it should be one to two pages.
- 7. Jargon and Technical Language: Using industry jargon or overly technical language can alienate readers who are not familiar with the terms. The language should be accessible to a broad audience.
- 8. Lack of Supporting Quotes: Good press releases often include quotes from key stakeholders, such as company executives or industry experts. A lack of quotes can make the release less engaging and credible.
- 9. No Contact Information: It’s crucial to include contact information so journalists can follow up if they need more details. Missing this information can lead to missed opportunities for coverage.
- 10. Poor Formatting and Presentation: A press release with poor formatting, typos, grammatical errors, or a cluttered presentation can be difficult to read and appear unprofessional.
- 11. Not Tailored to the Audience: Sending a generic press release to a wide audience can be ineffective. Tailoring it to specific journalists or media outlets increases the chances of it being picked up.
- 12. Lack of Multimedia: In today’s digital age, including multimedia elements like images, videos, or infographics can make a press release more engaging and shareable. A press release without any visual elements can seem dull.
Avoiding these common mistakes can help ensure that your press release is effective and well-received.
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Mistake #2: Sending your press release to the wrong reporter
— It doesn’t matter how good your press release is, if you send it to the wrong reporter, to that person, it’s junk.
The typical reporter gets flooded with pitches all day long. He barely has time to go through them all as it is, and you’re only making things worse when you waste his time by pitching him a story that has nothing to do with the beat he covers.
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Mistake #3: Resending the press release multiple times instead of following up properly
— Regardless of the quality of your press release, resending the same press release over and over again isn’t going to do you any favors. That’s not the right way to follow up with a reporter. You can follow up by giving the reporter a quick phone call to discuss your pitch, or you can send another email with a little something extra to add some appeal to your story.
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Mistake #4: Not learning from your mistakes
— When reporters ignore or reject your press releases numerous times, you need to look in the mirror and figure out where you went wrong. Maybe your mistake was sending the press release to the wrong reporter. Maybe you didn’t put the right spin on the story to make it appealing. Maybe your pitch was too generic and should have been tailored to each reporter and his or her audience. Learn from your mistakes, and always get better!
Are you guilty of spamming reporters with your bad press releases over and over again?
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: https://www.ereleases.com/free-offer/pr-checklist/