If you are a seasoned professional or a business owner, you must know that capturing the audience’s attention is particularly difficult nowadays, especially when it comes to press releases. Spending hours and hours crafting the perfect media release, only to realise that it might not be as good as we thought – we’ve all been there. Even the most experienced among us have stumbled upon some very common mistakes that can jeopardise an entire campaign. Hence, there are certain factors we need to keep in mind while writing press releases. Let’s discuss how to write a good media release and the common pitfalls you must avoid, even if you are attempting a DIY approach.
1. Not Every Story Is News
Your company’s day-to-day operations might be fascinating to you, but ask yourself, is it genuinely newsworthy? Does it tick all the boxes of being unique, intriguing, and timely? Not every piece of information needs a media release. Product releases, service offerings, events, management changes, partnerships, bid and tender management, and company milestones – these are all newsworthy. If it doesn’t fall into these categories, it might be better suited for an internal update rather than a headline.
2. Opening with a Headline that Fails to Hook
When it comes to writing media releases, your headline is the gateway to your story; it either grabs your audience’s attention or leaves them uninterested. Opening with a weak headline means you are serving them with a bland appetiser before the main course. While writing a media release, make the headline attention-grabbing and use words that generate curiosity, urgency, and enthusiasm. It’s your chance to make them say, “Tell me more!”
3. Not Formatting Properly
When it comes to tender management services, formatting matters more than you think. Long paragraphs, inconsistent lining, and massive walls of text are formatting errors. To avoid this, break the paragraph into neat, clear sections, use bullet points for key takeaways, and bold important sentences or quotes if you want. A well-formatted media release is a joy to read.
4. Ignoring Typos and Grammatical Errors
A media release full of typos can quickly turn your audience away. Spelling mistakes and grammatical errors scream unprofessionalism. Take the time to proofread meticulously. Double-check your release for grammatical errors, typos, and consistency in style. You can also use tools to identify such errors.
5. Not Using Multiple Distribution Channels
Crafting a compelling media release is just half the battle. Don’t make the mistake of relying on a single distribution channel. While dedicated distribution services are excellent, explore other avenues like social media releases, personalised pitches via email or direct messages, and engaging directly with journalists.
A few tips to add to your media release and bidding management strategies that can elevate the overall effectiveness of your outreach effort are:
• The opening paragraph should answer the questions of who, what, when, where, and why. Keep it simple but informative to entice your audience to read further.
• Use anecdotes, quotes, and real-life examples in your media release to resonate with your audience.
• Incorporate quotes from key stakeholders or experts to add credibility and perspective.
• Aim for releasing your media coverage on weekdays like Mondays, Tuesdays, or Thursdays for optimal impact.
Final Words
It is natural to make mistakes, but ignoring them is not a healthy approach. While a media release can not be perfect, it is essential to avoid the common mistakes so that you can get pretty close. Editors are hungry for unique and compelling stories, so give them what they want and watch your media coverage soar.
