5 Mistakes Newbies Make With Their Press Releases
If you’re new to marketing your business and have heard that press releases are the bee’s knees, keep reading. There are several fatal mistakes newbies make that can cause you to wonder why anyone recommended you publish press releases in the first place. Not to worry; they’re all 100 percent remediable with the solutions I provide below.
1. Your Headline Isn’t Interesting Enough to Get Clicks
For some reason, a lot of people think press release headlines need to be stiff and robotic. Not so. People would rather get their teeth pulled without anesthetic than click on a snoozeworthy headline.
The Cure: Ask yourself: would I click on this headline? If not, why would anyone else?
2. You Don’t Have Critical Answers
I always say: you have to be able to answer five essential questions when publishing a press release. And knowing the who, what, when, where and why behind your press release can help you get better focus on writing it for your audience.
The Cure: Be able to answer those questions for each and every press release you write.
3. You Have No Goals
Why are you writing a press release in the first place? If you don’t have an answer, you’re wasting your time with your press release strategy. Having goals will help you know how well you’re doing with each press release and pitch.
The Cure: Decide what’s important to you. Number of reads? Clicks back to your site? Set objectives, then measure results.
4. You Don’t Warm Up Before the Pitch
You’ve got something you think is awesome happening, so you look up journalists and immediately start pitching. Guess what kind of results you’re going to get. Yep, not good ones. The PR pitch begins long before your news happens. Otherwise you look like someone who showed up to a party uninvited and started taking advantage of the free bar.
The Cure: Identify the journalists who cover your industry and make contact with them now, not when you need them. Connect via social media. Comment on their articles. Share them. Then, when you’ve built a relationship with them, your pitch will be more successful.
5. You Think, “The Longer, The Better”
Another newbie move is writing a tremendously long press release. Nobody wants to read that. If people need more information, they can ask you for it or visit your website.
The Cure: Keep your press release to 300-400 words, including your boilerplate. Make your contact information prominent so people can easily find it to get more details.
Knowing these common mistakes may keep you from actually making them. If you do make them, use the cure to remedy the situation.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.