Phones are ringing off the hook for interviews and your story has appeared in numerous media outlets. This usually means your press release was effective. If your company isn’t seeing results from your press releases, here’s a list from PR Daily of mistakes to avoid:

1. It did not go through an editor/fact-checker. Errors in a press release are the quickest way to ruin credibility. Always proof and fact check.
2. It doesn’t contain news. Does the release provide value, answer a question, solve a problem or give readers a reason to care? It should.
3. It’s salesy. Opinions should only show up in quotes, and even there they shouldn’t be too promotional. Stick to the facts; look at the release like a news story, not an editorial.
4. It doesn’t have a story. Readers will tune out if your release is all facts and data. Telling a story keeps the readers engaged and helps them remember your key messages.
5. It lacks focus. Don’t focus on too much in one release, or it will lose its impact.
6. It buries the lead. Don’t take too long to get to the point, or editors and reporters will toss your release aside. Make sure to get the main point across in the first paragraph.
7. It doesn’t have a news-like headline. Studies have shown that five times as many people read the headline as they do the body copy. Make your headline count.
8. It’s too long. Stick to a single page, no more than 400 words.
9. It doesn’t have any quotes. Quotes get to the “how” of the release, and make opinion and emotion possible. Make sure they are relevant and add value to the reader.
10. It’s riddled with jargon. Don’t use dime words when the penny word works just fine. Jargon and industry terms will alienate most audiences and keep them from understanding your key messages.

If you need help drafting an effective press release, The Vandiver Group’s experienced media relations team can help. Email us at info@vandivergroup.com.