What Makes a Bad Press Release?

If you or your company go to the trouble of writing and broadcasting a press release, you want to make sure that it is as effective as possible. There are any number of opinions regarding what makes for the best press releases, and every person and company will have a different preference. However, there are some universal elements you can avoid in order to keep from putting out a bad press release.

1. Making the Release Too Long

The fact of the matter is, people don’t really like to read very much anymore. That being said, it is important to make your press releases come straight to the point, and not adding in too much filler in order to make it longer. While some background information can add meaning and clarity to your release, you shouldn’t stray too far from the main point you are trying to get across. Generally speaking, the best press releases are 300–600 words in length, and contain little filler.

2. Stuffing Your Press Release With Links

Since the advent of email press releases, it has been a constant temptation for companies and individual marketers to stuff their press releases with links to website, products, or other monetized avenues. However, this only makes your press release seem like junk mail. It is better to focus on important and informative content, and include links to only one or two web pages. This will give the reader a more concise idea of what the press release is actually about, and prevent it from being disregarded as a simple advertisement.

3. Not Actually Having Any News in Your Press Release

This is perhaps the worst thing you can possibly do when putting out a press release. The entire purpose of the release is to make people aware of a very specific announcement that you or your company would like to make. However, in the case of many marketers, it has become standard practice to put out scheduled releases, even if they have no actual news to broadcast. It is better to reserve press releases for a time when you actually have something important to announce to your potential customers. Many press release services, including PRWeb, have entirely stopped accepting releases without a news focus in order to combat this practice.

With plenty of content online that catalogs what makes a ‘good press release’ — 5WPR CEO Ronn Torossian — believes that it’s good to know what makes a ‘bad’ press release. What are your thoughts on the future of release’s in 2015 and beyond?

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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