You have less than seven seconds to get the attention of a reporter with your press release. But often times, small business owners and entrepreneurs blow their chance for media coverage by making simple mistakes that are easily corrected.
And unfortunately, in most cases, a journalist won’t give you a second chance. That’s why that first impression really matters.
Here are some of the most common boo-boos that can easily prevent you from getting noticed by the media:
Grammatical Errors– You can be the best writer in the world but still miss grammatical errors and typos when proofreading. Look over your work when you are most alert and read your release aloud to yourself. It is also a good idea to have at least three other people review your work before submission.
Upper Case Letters– Do not write your press release in all uppercase characters as it is bad formatting. Use mixed casing when writing your press release.
Lack of Content– Be sure your release answers the five W’s (Who, What, Where, When, Why) as roughly 90% of all press release submitted to reporters are rejected. Also ask yourself if your press release is newsworthy. The main purpose of a press release is to inform a public.
Press Releases that are Really Ads– Do not write your press release like an advertisement. You are not trying to sell anything when writing a press release. Remember a reporter’s job is to inform the public, not to sell to the public.
Incorrect E-mail Use– Your best bet in submitting a press release to a reporter is to create a role account. A role account, for example, is firstname.lastname@example.org as compared to a personal account, email@example.com. You want to be professional when submitting press releases to reporters.