By Mahnoor A. | March 05, 2025
Struggling to grab the attention of Media Outlets? Press outreach can feel like shouting at a rock concert—nobody can hear you. Writing press releases is a skill that many people like to think they have, but the reality is that it’s harder than it looks.
Considering that 81% of journalists use press releases to create news stories, they remain an important component of any organization’s communication strategy. Despite this, a high proportion of businesses fail to achieve results. Research shows that 73% of journalists consider fewer than a quarter of the pitches were relevant, so most press releases were ignored. A powerful press release is only part of the equation-strategic distribution is what ensures your audience will hear the great news.
In today’s blog, we cover the five common mistakes to avoid when distributing a Press Release:
1-Making It Promotional:
One of the most common mistakes companies make is to use press releases as advertisements. A press release is supposed to inform, not sell. Media reporters and publications are seeking news, not a promotional pitch. If your press release sounds like a sales brochure, it will be ignored.
To make your chances of coverage better, tie your announcement to a larger story or industry trend. For instance, if you’re introducing a new product, link it to a current event or a pressing industry requirement. This makes your story more relevant and interesting to journalists.
2-Negelecting your target audience:
When it comes to press releases, one of the biggest mistakes businesses make is targeting the wrong media outlets. Many take a “one-size-fits-all” approach, blasting their announcement to as many publications as possible in the hopes that it will gain traction. However, relevance is key if your press release doesn’t align with a journalist’s beat or a publication’s audience, it will likely be ignored.
For example, if you’re launching a new fitness app and send it to a finance magazine, it won’t get the attention you’re hoping for. Instead, it would be more effective to target tech and health publications, where readers are genuinely interested in wellness innovations. Instead of casting a net very wide, cast it precisely.
And then once you’ve got it, before you hit send, ask yourself this: Does it speak to those I wish to reach? If not directly, try to refine your message or rethink out the delivery strategy.
3-Weak Narrative Structure:
The key to an effective press release is clarity and organization. Journalists and readers want to know the “who, what, where, when, and why” right away; hiding this information under extraneous details can make them disinterested. A poorly structured press release can lessen its impact, regardless of how newsworthy the content is. Many businesses either start with vague, clickbait-style introductions that lack substance or overwhelm readers with excessive details upfront.
Over 70% of journalists have consistently indicated that they don’t read past the first paragraph of a press release so it is vital to use an inverted-pyramid structure which starts with the most important information, then goes on to supporting details, and concludes with background or company information. It should be between 400 and 600 words long to keep it interesting and easy to read; if it isn’t, it could be missed.
4- Not Optimizing for Search Engines:
Teams may become distracted from their SEO and keyword objectives in their haste to publish news. It takes skill to write headlines that are both captivating and clickable, but to make sure the correct people see your message and it has the greatest impact, keep in mind your audience’s search preferences.
5- Choosing the Wrong Distribution Service:
Even the well-crafted press release can fail if it isn’t published through the proper channels.
Many companies think that any press release distribution service is good enough to guarantee results, but all services differ in quality. Some services focus on quantity rather than quality, sending the release to hundreds of low-authority sites not worth the engagement. Others won’t get your press release into the hands of the right journalists due to their weak media connections.
For instance, if you’re releasing a new fintech business, sending your announcement out via an indiscriminate distribution service could end up on irrelevant lifestyle sites rather than major financial news outlets such as Forbes, Bloomberg, or Yahoo Finance.
To achieve maximum impact, select a distribution service that has a robust media network applicable to your sector. A good distribution service can be the difference-maker don’t have your press release go unnoticed by virtue of being placed poorly.
Conclusion:
A successful press release needs the correct platform, audience targeting, and smart distribution in addition to excellent writing. By avoiding these typical blunders, exposure and engagement can be greatly increased. To get the most impact out of your press release, take the time to carefully draft, edit, and disseminate it.