Press releases are beneficial for companies and businesses. Although the exponential rise in the use of technology may have changed how Public Relations practitioners work, knowing how to write press releases remains a very relevant skill.
A press release serves the core purpose of providing information about a company, product, service or personality; and can fall flat if not properly crafted.
Here are 5 mistakes good writers and PR experts have made with press releases in the past, that you should totally avoid:
- Exaggerations: Leave the hyperboles and embellishments to poets and fiction writers. It might be tempting to want to overstate the benefits of the products or services you are offering but it is advisable to go straight to the point. Exaggerations will only cause your audience to question your authenticity.
2. Long, winding text: No journalist will read a 3,000-words press release. Maybe they will start but be rest assured, they will lose interest in no time. Avoid gibberish in your release; be detailed but stick to pushing out only important and relevant information. If there is need for the audience to know more about your company or product, always provide a link to your website and social media pages at the bottom of the release.
3. Spelling and grammatical errors: These are a major turn off in any piece of writing and as a PR practitioner, your ability to pay extra attention to detail should show in your releases. If in doubt, use the spelling check app called Grammarly. Not only will it fix spelling and grammatical errors, it will keep track of your progress and help you learn.
4. Writing for the wrong audience: If you put out a press release, ensure you have written for an audience that is interested in your product or service. When you have determined your audience, then you must include information that will answer the questions on their minds. It won’t matter how beautifully written the release is if the information in it is irrelevant.
5. Spice it up: In this fast-paced digital world where text has become boring, PR practitioners should learn other means of engaging their audience. Use videos, photos, hyperlinks, charts, and other means of passing information across.