Press Release Mistakes That Kill Your Chances of Coverage

Most press releases don't fail because the business is boring. They fail because of small, fixable mistakes that make a journalist's job harder — or make them stop reading entirely.

Here are the coverage-killers we see most, and how to fix each one.

1. No actual news

Mistake: Announcing something that only matters inside your company. Fix: Ask, "Would a stranger care?" If not, find the angle that matters to the public — or hold the release until you have one.

2. A headline that says nothing

Mistake: "XYZ Company Announces Exciting Update." Fix: Be specific. Who, what, how many, where. Full guide: How to Write a Compelling Press Release Headline.

3. Burying the lede

Mistake: Three paragraphs of company history before the news. Fix: Put the who, what, when, where and why in the first sentence or two. Refresher: What Are the 5 W's and H in a Press Release?

4. Hype and buzzwords

Mistake: "Revolutionary," "world-class," "game-changing." Fix: Replace adjectives with facts. More in How to Write a Press Release That Doesn't Sound Like Corporate Bragging.

5. Robotic quotes

Mistake: "We are delighted to embark on this exciting journey." Fix: Write something a human would actually say out loud — opinion, emotion or a story.

6. Sending it to the wrong people

Mistake: Emailing every reporter in Calgary, regardless of beat. Fix: Build a targeted list. See How to Create a Media List for Your Press Release.

7. Attachments instead of text

Mistake: A PDF or Word doc attached to a blank email. Fix: Paste the release into the body of the email. Link to photos in a shared folder.

8. Mass BCC blasts

Mistake: One generic email to 300 addresses. Fix: Short, personal pitches to a small number of well-matched reporters.

9. Typos and wrong facts

Mistake: Misspelled names, wrong titles, wrong dates. Fix: Proofread twice. Have someone else read it. Check every name and number.

10. No contact info (or a dead one)

Mistake: No media contact, or a generic inbox nobody checks. Fix: A real name, direct email and a phone number that gets answered — especially on the day you send.

11. Bad timing

Mistake: Friday at 4 p.m., the day before a long weekend, or during massive breaking news. Fix: Plan your send. See What's the Best Day and Time to Send a Press Release?

12. Following up too much

Mistake: Three emails and two calls in 48 hours. Fix: One polite follow-up after a few business days. Then move on.

Bonus mistakes

Way too long. Aim for one page.
No visuals. Online stories need images.
Asking to approve the story. Journalists don't send articles for approval. Asking signals you don't understand how news works.
No local angle when pitching local media.

The pattern behind every mistake

Every one of these mistakes comes from the same place: writing for yourself instead of the journalist. Flip the perspective — what does a busy reporter need to say yes quickly? — and most mistakes disappear. Compare your draft against What's the Difference Between a Good and Bad Press Release? for a final check.

Quick FAQ

What's the single most common mistake? Sending news that only matters to the company sending it. Almost every other mistake becomes easier to fix once you've found an angle that matters to readers outside your building.

Want a second set of eyes before you hit send? Blastily reviews, sharpens and places your release. Start your Blast at blastily.com.