Press Releases - The Two Most Common Mistakes

Guest post by: Leanne Bucaro
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Using Social Media to Build Your Brand - By Leanne Bucaro

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

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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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Press Releases - The Two Most Common Mistakes

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