Press releases remain an essential tool for businesses and organizations to reach their target audiences via the media, even in the era of social media and digital marketing. When done right, a press release can significantly boost your profile and attract new audiences. However, crafting an effective press release demands close attention to detail. There are key mistakes that can hinder your chances of getting publicity.

Here are 14 common mistakes that often plague press releases—and how you can avoid them.

1. Not Choosing a Newsworthy Story

One of the biggest mistakes businesses make is assuming that everything they do is newsworthy. The harsh truth is: if it doesn’t interest anyone outside of your company, it’s not news. Journalists want stories that their audience cares about, not advertisements for your business.

Before writing your press release, ask yourself, Does this news matter to anyone beyond my company? If the answer is “no,” rethink your angle. Stories that typically generate media interest include:

Launching a new product that solves a significant problem.

Announcing a major event like hosting a community or industry function.

Making high-profile personnel changes.

Reaching notable company milestones that reflect growth or innovation.

The key is to be selective and align your story with what matters to your audience and the media.

2. Crafting a Weak Headline

A strong headline is crucial. Even the most newsworthy story can fall flat if the headline doesn’t grab attention. The headline is your first (and sometimes only) chance to hook your reader.

Avoid vague headlines like “Company Launches New Product.” Instead, focus on specifics and the impact of the news. Also, stay away from overly complex headlines. If readers need to decipher the headline, they’ll likely move on. Summarize the most critical aspect of your story in an attention-grabbing, concise way. And remember, always deliver on the promise of your headline within the release.

3. Making It Sound Like an Advertisement

A press release is not an ad. One of the most common mistakes is writing it like a sales pitch, filled with clichés such as “cutting-edge,” “game-changing,” or “unparalleled.”

Instead, use facts, evidence, and statistics to demonstrate your product or service’s value. For instance, rather than saying your product is “amazing,” explain what makes it so through data or customer feedback. Allow journalists to draw their conclusions based on the information you provide.

4. Ignoring Your Target Audience

Your press release should be tailored to the intended audience. For example, a release for industry insiders will likely be more technical than one for the general public. Misunderstanding your audience can lead to a disengaged or confused readership.

Think about who you’re writing for whether it’s consumers, investors, or industry professionals, and adjust your tone and language accordingly.

5. Not Following the Standard Format

Press releases follow a specific format, and straying from it can confuse your reader or get your release dismissed. Journalists are accustomed to the inverted pyramid structure: the most important information should be at the top, followed by supporting details.

Stick to the third person, use short sentences and paragraphs, and avoid unnecessary jargon unless it’s crucial for the story. This makes your release more accessible and increases the likelihood of it being picked up by the media.

6. Including Generic Quotes

Quotes are meant to add depth and personality to your press release, but too often, they sound robotic or scripted. If your quote could apply to any company, it won’t resonate.

Instead, use meaningful, human quotes that add value and provide insight. Instead of saying, “We’re thrilled to announce our new product,” share what makes the announcement significant, such as how it will benefit customers or impact the industry.

7. Forgetting Multimedia Elements

A press release that is just a wall of text risks losing your audience’s attention. Adding multimedia elements such as images, videos, or infographics can make your release more engaging.

Journalists are more likely to cover stories that include ready-to-use visuals, and multimedia content typically performs better in search engines and on social media.

8. Sending a Poorly Developed Pitch

Your pitch email should be clear, concise, and personal. If your email lacks structure or sounds generic, journalists will likely ignore it. Briefly summarize why your story matters and how it’s relevant to their audience. Avoid filler and get straight to the point.

A well-thought-out pitch will go a long way toward increasing the chances of your press release being picked up.

9. Choosing the Wrong Distribution Service

Not all press release distribution services offer the same level of quality and effectiveness. A subpar service can mean your release gets buried or doesn’t reach the right people. Choose a service that ensures your news will be seen by relevant journalists and media outlets.

Research your options carefully and select a provider with a strong track record for reaching your target audience.

10. Neglecting Your Channels

While distributing your press release through a service is essential, don’t forget to leverage your own platforms as well. Share your release on your website, social media, and via email to increase its visibility. By promoting your news on multiple platforms, you give it a better chance of being seen and shared.

11. Sending It at the Wrong Time

Timing can make or break a press release. Avoid sending your release during weekends, holidays, or when major news events are dominating the headlines. Aim to send it mid-morning on a weekday when journalists are most likely to be checking their inboxes.

Pay attention to industry events and choose your timing wisely to maximize your release’s impact.

12. Ignoring SEO

Search engine optimization (SEO) is critical for maximizing the reach of your press release. Including relevant keywords in your headline and body helps your release appear in search results, making it more likely to be discovered by journalists and readers.

For example, if you’re launching a new eco-friendly product, include terms like “sustainable” or “green technology” to boost your SEO. Don’t forget to include links back to your website.

13. Failing to Proofread

Typos, grammatical errors, and broken links can make your company appear unprofessional. Take the time to thoroughly proofread your press release before sending it out. Even minor mistakes can harm your credibility and lead to your release being ignored.

14. No Clear Call to Action (CTA)

Your press release should direct the reader toward the next action. Whether it’s visiting your website, attending an event, or contacting you for more information, a clear CTA helps the reader understand what to do with the information provided.

While a press release isn’t a direct sales pitch, it should still prompt action relevant to the announcement you’re making.