5 Things You’re Doing Wrong With Press Releases

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You write press releases to get attention for your company, and yet they don’t send any traffic to your site. What are you doing wrong? Check this list and see if any of these ring true, then correct your errors.

1. You’re Hands-Off Once the Release Goes Live

You’re publishing press releases online, expecting them to magically share themselves and help the right people find them. Sorry, friend, that simply doesn’t happen.

How to Fix It:

Whenever you’ve got a new press release, share it far and wide. Use the social sharing icons to schedule several updates through your Twitter, LinkedIn, Google+ and Facebook accounts. Post the news, linking to the press release on your blog. Send your email subscribers a news update, linking back to the release.

2. You Expect Great Results With Free Services

Press Release Mistakes for PR Pros - Flat Tire

There are two options when it comes to press release distribution: free and for a fee. And while I completely understand if you don’t have the budget to pay a lot for your press release distribution, realize that you’ll get what you pay for with the free services.

I’ve noticed that many of them take their sweet time in publishing your release, which isn’t ideal if your news is breaking. Some are out of business, but you never find that out until your release never goes live.

How to Fix It:

Paid distribution is fairly affordable, and when you look at it from an ROI perspective, it’s well worth that price to introduce more people to your brand. Start with a lower-priced paid package and see what results you get.

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3. Your “News” Isn’t News

If you’ve gotten your press release rejected, it’s because your news distribution service doesn’t see the subject as newsworthy. Remember: a press release isn’t about your promotions, how great you think you are, or any other subjective topic. It’s about genuine news.

How to Fix It:

Review your news topic before drafting the release. Could you see it as a headline on the front page of your local newspaper? Or is it a better fit on the Features page? If so, turn it into a blog post rather than a press release.

4. Your Headline Is a Snooze Fest

Better Headlines - Press release mistakes

Your news might be pretty great, but the problem is: your headline gives no indication that there’s something exciting inside. Your headline blends in with every other boring headline out there, and you feel like you’ve wasted your time with your press release.

How to Fix It:

Read blog headlines. They tend to be more engaging and exciting, and may inspire you to find ways to grab your readers’ attention and get them to click to read more.

5. You’re Inconsistent with Your News Releases

You publish maybe a press release every 7 months, and you wonder why you’re not getting more traffic to your website and why journalists are ignoring your pitches.

How to Fix It:

If at all possible, issue a press release a month. Aim to be consistent so that journalists see a backlog of other exciting news that has happened at your company.

Want to see the PR tools to use? Kellye Crane provides an unbiased review in her on-demand webinar!

Image: David Goehring, marufish, chris (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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