A press release is often your only chance to make a great first impression.
Nowadays, readers not only can gain truckload of news from mewspapers, magazines and trade publications, but also access a flood of information from the interent. That means sloppy, long, inaccurate, pointless releases are the first to hit the newsroom "wastebasket" or skim through the readers' mouse cursors.
To make sure yours isn't one of them, avoid these major mistakes.
-- Failing to write a headline that explains what the story is about. Don't try to be too cute or tease readers. Remember that readers spend an average of five seconds reading a release before deciding whether to read it or toss it.
-- Failing to write a sub-head. A sub-head communicates to reader a little more of what the story is about and helps get your message across quicker.
-- Writing press releases that are too long. Each release should be no longer than one printed page, or one computer screen of type. Remember, the purpose of a press release is to make a reader pick up his glasses and click your homepage.
-- Failing to double-check all facts. Before you send a release, double-check everything. If your press release includes a telephone number, call the number to make sure it's correct. If it includes a website address, send the release to yourself first and actually click on the link to make sure it takes readers to the correct page. Don't rely on your computer's spell-check. Have someone else proofread the release.
-- Sending a press release that focuses on the company sending it, not on the reader. Instead of saying, "The Pacific Gas & Electric Company today issued eight tips for lower utility bills..." say "Homeowners struggling with high utility bills can cut heating costs by doing eight things to weather-proof their homes before cold weather hits."
-- Blatant commercialism. Avoid hackneyed words and phrases such as spectacular, incredible, the only one of its kind, breakthrough, cutting-edge, unique and state-of-the-art.
-- Including industry lingo that no one understands except people in your industry.
-- Failing to include information on where consumers can buy what you are selling.
-- Failing to write in a third person.
The purpose of a press release is to communicate the news as quickly as possible. The easier you can make a reader’s reading, the greater the effects that your news will be brought.
