Press releases are a chance to amplify a brand’s message. But too often, companies see little return on their efforts.
The problem is that press release distribution has its challenges. Falling into these traps can derail even the most compelling press release. And when a press release flops, it doesn’t just waste your time. It can dilute your client’s brand presence and cause them to miss out on the opportunities you’re trying to promote.
Let’s unpack the most common mistakes and explore strategic fixes that can turn your press release distribution into a tool that drives actual results.
1) Sending content to irrelevant publications
One of most companies’ biggest mistakes when sending out press releases is reaching out to irrelevant media outlets.
This is called the “spray and pray” approach.
It’s when you distribute a generic press release to an extensive network of publications without considering the target audience.
The problem is that it’s a waste of time and effort.
If you send a press release about a new gardening product to a technology news outlet, they will simply ignore it. Instead, focus your efforts on researching your intended audience thoroughly. Create a well-written press release that’s tailored to their interests.
Figure out the types of media they watch and read. Contact individual journalists within these organizations and include a personalized pitch explaining why your story fits their media channels.
2) Leaving out important information
Another common mistake is failing to mention crucial details that journalists must write accurate and informative articles.
This often happens when you’re concerned about quickly getting the news release out.
Here’s the issue. Your press release is your time to present your news to your target audience. It’s your client’s moment in the spotlight.
Journalists won’t have the necessary context to craft a complete story if that press release lacks essential information, such as dates, locations, or contact details.
You don’t just miss out on the opportunity to share your news properly. It can also lead to misinformation that can harm your brand’s image and credibility.
Imagine you distribute a press release about a big upcoming sale and forget to write the date the sale ends.
Customers might turn up after the sale expecting savings, only to feel like they’ve been duped.
Always make sure your press release includes all relevant information. During planning sessions with your clients, use a meeting minutes app to capture key information so you don’t forget to include it later.
Double-check your press release. Ask someone you trust on your team to check it before distributing it.
3) Not incorporating SEO
One of the most common press release mistakes is forgetting to optimize it for search engines.
If you don’t optimize your release for search engines, it won’t rank for relevant keyword phrases or appear in the correct search queries.
To ensure your press release ranks properly, include SEO keywords not just in the content but also in the meta tags and alt text. By doing this, you can increase your content’s visibility. This helps you attract a wider audience while improving the chances of coverage.
4) Using too much jargon
Too much jargon can undermine your press release’s effectiveness.
Filling your news release with industry-specific terms is tough for the general public to read and understand.
Sometimes, even journalists find it hard to understand.
If this is the case, they’re unlikely to write compelling stories based on a press release they don’t get.
Jargon is especially problematic if you want to reach a wider audience than your industry sector.
For instance, say you’re writing a press release about a new software update in your HR software. It can be tempting to pack it with technical language. But, the people who it’s relevant to—HR staff—probably won’t understand the tech speak.
Writing in a language that appeals to your audience rather than alienating them is far more important.
Use simple, clear, and direct language. Make it understandable to anyone so it’s accessible to a broader audience. Avoid jargon, or when it’s necessary, explain it properly.
If you’re struggling to cut the complex speech out, try using generative AI to help you. Almost half of all PR professionals use AI to help them write press releases. Try tools like an AI paraphrasing tool to streamline the writing process and refine your text for everyday readers.
5) Distributing at the wrong time
Timing is crucial for effective press release distribution.
Sending your release at the wrong time can lead to low engagement or harm your brand’s reputation.
And it’s not just about seasonal trends. It’s also about understanding current events and how your press release fits into those affairs. For example, distributing a press release about a new summer product mid-winter is obviously a bad idea.
But, what’s worse would be releasing news about a new train travel service right after a major train accident.
The impact of poor timing can be severe.
It significantly reduces your chances of coverage as well as hurting your image.
Avoid this mistake by considering the optimal time for distribution. Test send times and performance to see which days and times work best.
Align press releases with relevant events, holidays, or industry conferences. This relevance maximizes their impact since people are on the same wavelength and primed to listen to your message.
Be mindful of global or cultural contexts affecting how your audience receives your release. Always check what’s happening in the world before you hit that “send” button.
6) Leaving out the visuals
A successful press release distribution package includes more than words.
Don’t leave out high-quality visual elements like images, videos, or infographics.
A press release heavy on text but lacking visual appeal will be overlooked. It doesn’t capture a journalist’s attention, so it may end up at the bottom of the pile.
You’re also forcing journalists to do more work than they need to.
If you don’t include multimedia elements, they have to find them. The idea of doing this extra work might cause them to pick a different story instead of yours.
*Note: Including images and videos is especially crucial if you’re showing off new products.
Don’t miss the opportunity for your press release to be a showcase.
7) Not using release distribution services
Relying solely on manual distribution is one of the most critical mistakes in public relations.
Sending press releases to individual journalists is incredibly time-consuming. Plus, it limits your reach to only the contacts you can find.
Today, the vast majority press releases go to online media outlets.
Press release distribution platforms help you reach your audience quickly and efficiently.
They help you find and contact online media outlets and journalists that are relevant to your news story. You also save time since you can send out bulk email releases.
These services target specific journalists and major media outlets based on your specifications.
Plus, they offer features like performance tracking and analytics. This helps you track and measure campaign success to help you improve future releases.
8) Not distributing on social media
Overlooking social media is one of the common pitfalls when almost all journalists use social media for work-related activities.
Social media platforms serve as a powerful tool to multiply your press release distribution efforts.
You increase visibility and engagement when you share your press release on platforms like Twitter, LinkedIn, or Facebook. You also access a broader audience since media outlets and organizations can share your release and promote it to their followers.
Share your press release on all appropriate platforms and use relevant hashtags to increase its reach. Don’t be afraid to tag media outlets that might be interested in the story.
Engage with your audience, too. Respond to comments and encourage shares.
Wrap up
Avoid the pitfalls we covered in this guide for successful press release distribution.
Targeting the wrong audience, leaving out important information, and forgetting SEO and visuals can all curb your reach.
And so can trying to deliver press releases manually.
Using release distribution services can save time and expand your audience.
To reach a wider media audience and maximize the success of your campaigns, talk to an expert at Agility PR today.
