Top 5 mistakes when writing a media release

by Jaimie Abbott

Media releases are an essential tool for companies and organisations to communicate important news and information to journalists, editors, and other media professionals. A well-crafted media release can help you generate publicity, increase brand awareness, and establish your organisation as a thought leader in your industry.

However, writing an effective media release can be a challenge, and it's easy to make mistakes that can undermine your efforts. In this post, we'll discuss the top 5 mistakes to avoid when writing a media release and provide some tips on how to create a release that gets noticed.

1. Failing to make the headline attention-grabbing and concise

The headline of your media release is the first thing that journalists and editors will see, so it's crucial to make it attention-grabbing and concise. A boring or vague headline will likely result in your release being ignored or deleted, while a compelling headline will entice the recipient to read on.

To write an effective headline, try to focus on the most newsworthy aspect of your release and use strong, descriptive language. Avoid using puns, jokes, or overly complex phrases that may confuse or turn off the reader.

For example, if your company is launching a new product, instead of using a generic headline like "XYZ Company Launches New Product," try something like "Revolutionary New Product from XYZ Company Promises to Transform the Industry.

      2. Focusing too much on the company instead of the news angle.

One of the most common mistakes that companies make when writing media releases is focusing too much on their own organization and not enough on the news angle. Journalists and editors are primarily interested in stories that are newsworthy and relevant to their readers, not press releases that simply promote a company or its products.

To avoid this mistake, make sure that your media release is focused on the news angle and highlights how the story is relevant to the reader. Ask yourself: Why should a journalist care about this story, and how does it impact their audience? By keeping the news angle front and center, you'll increase your chances of getting your release picked up by the media.

      3. Including too much jargon or technical language

Another mistake that many organisations make when writing media releases is using too much jargon or technical language. While it may be tempting to use buzzwords and industry jargon to sound more impressive, this can actually make your release more difficult to understand and less likely to be picked up by the media.

To avoid this mistake, try to use simple, easy-to-understand language and avoid using technical terms or jargon unless they are essential to the story. Keep in mind that your goal is to communicate your message clearly and effectively, not to impress readers with your vocabulary.

      4. Neglecting to include quotes from key stakeholders or sources

Quotes from key stakeholders or sources can add credibility and interest to your media release, but many organizations neglect to include them. Including quotes from experts, executives, or customers can help to provide different perspectives on the story and add interest to your release.

When including quotes, try to choose quotes that are relevant to the news angle and add value to the story. Avoid using generic or self-promoting quotes, and make sure that the quotes are attributed to a real person and not just the company or organization.

      5. Forgetting to proofread the release for errors or typos

Finally, one of the most common mistakes that organisations make when writing media releases is forgetting to proofread for errors or typos. A media release with errors or typos can be unprofessional and may cause the reader to lose trust in your organisation.

To avoid this mistake, make sure to proofread your release carefully before sending it.