Editors are not looking for perfection. They are looking for clarity.
That is the part many businesses miss. A press release does not fail because the company is small, new, or unknown. It usually fails because the release makes the editor work too hard.
Editors see the same mistakes every day. The good news? Most are easy to fix.
1. Burying the news
The biggest mistake is hiding the actual announcement.
A company opens with a paragraph about its mission, its passion, its journey, or its commitment to excellence. Three paragraphs later, the reader finally discovers what happened.
That is backwards.
Put the news in the first sentence. Who did what? When? Where? Why does it matter?
Do not start with:
“ABC Software has always believed in helping small businesses work smarter.”
Start with:
“ABC Software launched a new payroll tool today for independent retailers with fewer than 20 employees.”
Now the editor knows the story.
2. Writing like an ad
A press release is not a brochure. It is not a sales page. It is not a pep rally with a dateline.
Editors tune out phrases like “game-changing,” “revolutionary,” “best-in-class,” and “industry-leading.” Those words do not prove anything. They create doubt.
Instead, use facts. Give numbers. Show the change.
Bad: “Our new app transforms the customer experience.”
Better: “The app lets customers book, reschedule, and pay for appointments from one screen.”
That is clearer. It gives the editor something real to work with.
3. Forgetting the reader
A release often focuses on what the company wants to say. The editor is asking a different question: “Why would my audience care?”
That question should shape the entire release.
A new hire may matter if the person brings rare expertise, fills a public need, or signals company growth. A product update may matter if it solves a timely problem. A milestone may matter if it says something about the market, the community, or the customers being served.
If the only reason is “we are excited,” keep working.
4. Using a weak headline
A headline should tell the story plainly. It does not need to be cute. It does not need to carry every detail.
Editors scan fast. A vague headline gets skipped.
Weak headline:
“ABC Company Announces Exciting New Chapter”
Stronger headline:
“ABC Company Opens Second Baltimore Clinic to Meet Rising Demand for Pediatric Therapy”
The second one gives the editor the subject, location, and reason the news matters.
5. Leaving out basic details
Editors should not have to chase the basics.
Every release should answer the core questions: who, what, when, where, why, and how. The inverted pyramid is still useful because it puts the most important information first. The eReleases guide on how to write a press release is a helpful refresher.
Also check the small things: dates, names, job titles, company spellings, product names, links, and contact information. One wrong phone number can waste the whole opportunity.
6. Writing quotes no human would say
Most press release quotes sound like they were assembled in a conference room by six people afraid to offend each other.
“We are thrilled to leverage our innovative solutions to deliver unmatched value…”
Nobody talks like that.
A good quote should add judgment, context, or a human point of view. It should not repeat the headline.
Better:
“Small retailers told us payroll was taking up their Sunday nights. We built this so they could finish it before closing on Friday.”
That quote gives the story a person and a problem.
7. Ignoring style and readability
Editors work in news language. That means short sentences, active verbs, clean attribution, and consistent style.
Many newsrooms use AP style or a version of it, so it helps to understand the basics. Purdue OWL’s overview of AP style is a useful starting point. PRSA also offers plain writing guidance, including the value of active voice.
You do not need to become a copy desk veteran. But you do need to make the release easy to read.
8. Sending before editing
The final mistake is rushing.
Before you send a release, read it like an editor. Is the news clear in the first sentence? Are the claims backed by facts? Is the quote useful? Can a reporter understand the story in 30 seconds?
Then cut anything that does not help.
A good press release does not shout. It explains. It gives editors a clean, credible story they can understand quickly.
That is not fancy. It is just respectful. And respect for an editor’s time is often what gets your release a closer look.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn