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Press Releases - The Two Most Common Mistakes

Written by: Leanne Bucaro

Article Overview: According to journalists there are two really common mistakes made by "non" PR folks when sending a Press Release.

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Press Releases - The Two Most Common Mistakes

Press Releases - The 2 most common mistakes

1) The first mistake is pitching your company - not a story.

This is one of the biggest mistakes you can make when trying to generate publicity. Focusing on selling anything with journalists will simply not fly.

In fact, many times it will demonstrate your lack of understanding of the PR process and journalists take this very seriously.

We see this over and over. People complain that they're sending out press releases and not getting any results. When we ask them to show us samples of their press releases, it looks exactly like a brochure for their latest product.

Can the media contribute to your selling process? The simple answer is yes, but you have to give them what they want first - you have to give the media a story

When you begin the writing process to create your press release, don't think about what the media can do for your business. In fact, you need to think about what you can do for them. Your press release has to contain a story that the media will want to use. When you do this you will have the impact you desire - and the sales will follow.

2. The second mistake is Press Releases that don't follow the proper format

Proper Format is important!
If you do not use the proper format often the journalist will simply ignore the release completely. They surmise that if you cannot follow the accepted mode of communication with journalists - then you will not have a story they can use. Don't forget - we've often talked about how many emails and press releases a journalist get in one day - 1000's! If your Press Release is a mess - the journalist won't even get to the information.

Make sure you eliminate these two common press release mistakes and you will be on your way to creating free publicity for your business.

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About the Author: Leanne Bucaro
RSS for Leanne's articles - Visit Leanne's website

With more than fifteen years of experience in communications and media, a strong background in film and television, branding strategies and public relations, Leanne is able to assist organizations in brand creation, brand values and communication and promotion to internal and external shareholders including media. A seasoned public relations professional, Ms. Bucaro launched her career writing for the Film and Television industry. She transitioned into advertising and soon launched into the political arena in corporate communications with the Provincial Government of Ontario. Having excelled in various management positions Ms. Bucaro entered into the high-tech market with Bell Mobility, where she was instrumental in the launch of Digital PCS for Bell Mobility. Leanne has managed Public Relations, Communications and Investor Relations teams in various high-tech companies, from start-up to publicly-traded corporations. This range of perspective provides companies with invaluable information on situational analysis and communications opportunities and challenges based on her experience and expertise.

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More from Leanne Bucaro
Starting Your Public Relations Plan
Getting Your Article Published
Landing Pages How they can help your company
Preparing for your TV Interview
Building Accountability into Your PR Plan


Related Forum Posts
Re: The Best Method for Online Marketing Re: The Best Method for Online Marketing - In order to write a press release, you must determine the subject of your story. It can be about an event that affects your industry, or it can be about a change in your company that will affect your customer base. Press releases are in all actuality ‘cookie cutter’. Once you get the hang of writing them, all you have to do is fill in the blanks. Press releases conform to an established format.
Press Release Builder Tool Press Release Builder Tool - Hi Shri - I would be happy to. What do you need from me? Please PM me the details. Also, if anybody has suggestions for how to make the Press Release Builder Tool more valuable please let me know!
Re: Sales with no start up fees. Re: Sales with no start up fees. - Hi Mary, Maybe you have something New to offer. You can write an article of something new you have to offer. Then submit it. Following that rewrite it into a Press Release, indicating the need of support to promote it. Just an idea. Be blessed Beat
Re: Owning a social network software...How is it?? Re: Owning a social network software...How is it?? - Hi Orxan, Thanks a lot for giving time and the information provided. Yes, I have been doing Press releases and posting blogs too. These are the primary marketing tools for any business in todays scenario. I'd further appreciate any ideas or steps that can be initiated to market SNet. Any more suggestions will be certainly appreciated. Thanks Ashish
Re: Looking to outsource my sales Re: Looking to outsource my sales - With a budget of $1,500 I know a guy in India who will do all these works on your website for you SEO Articles writing Article Submissions Forum Postings Website Submissions Press Release Link Exchange Video Submission If interested pm me and i send you his linl


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