1-It isn't newsworthy
Some pr campaigns are truly ads in disguise. Make certain that which you are writing actually is new, just like a product launch, party, and thus on.
You want your headline to get attention, however you must never use “false advertising” and earn it seem as if the press release is about something whether it is about something else. Think of your headline as a promise to people which it's essential to live up to.
2-It's about you
Well, not surprisingly, it can be, most marketers would say, but to obtain media pickups, the information must be useful to your target market, as well. Images, video, informative quotes, and facts, figures and statistics can all enable you to raise your press release above the standard hype.
3-Too much hype
While we're talking about hype, avoid it. An argument must be factual. Avoid inflated language, all capital letters, and exclamation marks.
4-The headline is just too dull
With that said, the one area you can utilize hype strategically is with your headline. You would like to grab attention and make people choose to read the press release. Use anything related to the niche or industry if you're able to, and a deep verb.
5-The press release does not fulfill the promise of the headline
While it's true you want your headline to get attention, ensure mislead your potential audience. Have you ever made itself known yet a headline or link online and been disappointed in the information you found because it did not match whatever you expected, think how frustrating that could be, and keep away to journalists or maybe audience. Look at the headline a promise it's important to keep inside the content on the press release.
6-You've overlooked something important journalists want to find out
This is very frustrating too for busy journalists who definitely are on deadline. They may be interested with your press release, yet not possess the time for you to follow up with you to get the information they're missing. Use the 5 Ws of journalism checklist to help you create sure you don't leave out the primary facts:
Studies have shown that pr campaigns as well as media will get pickups than ones that don't.
8-The press release is written in the very first person, not your third
The initial body's I or we. News stories are written in your third person, he, she, it or they. A common exception could be should you have had an instantaneous quote from someone.
“We at Company X are thrilled to announce,” could be incorrect. It sounds too just like a sales pitch. The proper format would be. “Company X (It) has announced the making of the latest white paper about Y topic.”
9-There are errors from it
Grammar, punctuation, and spelling all count. Triple check it with your word processor and in writing before uploading your press release to the distribution service.
10-It's not the appropriate length
When it is too short, it won't be able to provide the information, plus quotations, information regarding your company, and make contact with information for journalists to follow up if they need to. When it is very long, you risk boring readers and thus getting fewer pickups. The ideal length is between 400 and 500 words.