So what is it about press releases? Here’s a short list of what I believe causes most press releases to be horrendous.
Just for links. Somewhere along the way, people figured out that press releases are a good tool to build links back to their site, thus boosting search rankings. And like any tool, people began abusing it almost immediately. The result? Crappy content for the sake of a little link. And with last year’s Google Panda update, those links aren’t worth diddlysquat anymore.
Too much detail. Some press release writers feel they need to include every detail in the release to give the reporter all the information they could possibly need to do a write up. However, that kind of defeats the purpose of adding your contact information at the end, doesn’t it? If they want to feature your story, they’re going to contact you. So just hit them with the most important facts and save the details for the phone conversation.