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As a business owner or marketer, writing and distributing press releases is an important part of your job. Press releases can help you to reach a wider audience, generate publicity for your business, and build brand awareness. However, if you’re not careful, there are several common mistakes you can make that can undermine the effectiveness of your press release. In this article, we’ll look at some of the top mistakes to avoid when writing a press release.

Mistake #1: Not Having a Clear Message

When writing a press release, it’s important to have a clear message in mind. What is the main point you want to communicate? What is the news or announcement you’re making? Make sure that your press release is focused on this message, and that all of the information in the release supports it. Avoid including too many different ideas or messages in the release, as this can confuse readers and dilute the impact of your message.

Mistake #2: Writing Like an Advertisement

One of the most common mistakes in press releases is writing them like advertisements. Press releases should not be a sales pitch, they should be informative and newsworthy. Make sure to write in a neutral tone, and avoid using excessive exclamation points, hype, or overly promotional language. If your press release reads like an advertisement, journalists and media outlets are likely to ignore it.

Mistake #3: Neglecting to Include Relevant Information

A press release should include all the relevant information about your announcement or news. This can include the who, what, when, where, why, and how of the event or news. Be sure to answer all the basic questions that a reader might have about the topic. Additionally, it’s important to include any necessary details such as contact information, quotes from company executives or other experts, and background information.

Mistake #4: Writing Lengthy Paragraphs

When it comes to press releases, short and concise is the way to go. Long, dense paragraphs can be difficult to read and digest, especially for journalists who are short on time. Make sure to break up your press release into shorter paragraphs and use bullet points to highlight key information. This will make your press release easier to read and more likely to be picked up by media outlets.

Mistake #5: Not Optimizing for SEO

Press releases can also be a great way to improve your website’s SEO, but many people forget to optimize their releases for search engines. Make sure to include relevant keywords in your headline, subheadings, and body copy. Use alt tags for any images you include and make sure to link back to your website. By optimizing your press release for SEO, you’ll increase the chances of it being found by potential customers and media outlets alike.

Mistake #6: Not Proofreading

Finally, one of the most common mistakes in press releases is failing to proofread your work. Spelling and grammatical errors can detract from the overall quality of your release and make it look unprofessional. Make sure to proofread your release carefully, and consider having someone else review it as well. A well-written and error-free press release is more likely to be taken seriously by media outlets and journalists.


Press releases can be a powerful tool for generating publicity and building brand awareness, but only if they are well-written and free from common mistakes. By avoiding these common mistakes, you can increase the effectiveness of your press releases and improve your chances of getting your news in front of the right people. So take the time to craft a clear, informative, and error-free press release that will help your business stand out from the crowd.


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