Here’s something we all know but are often too scared to say: most press releases suck. Seriously, just venture over to one of those free press release sites and see for yourself. I’ll bet you’ll be bored to tears within minutes.
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.
[Read 6 ways to liven up press releases]
Industry jargon. Doesn’t matter what industry you come from, the buzzwords are out there. But guess what: They weren’t created for communicating with overworked reporters.
Fit the mold. Often, people get too caught up with trying to fit the business press release mold and forget all about being creative. As a result they ended up churning out boring press releases that read just like all the others.