Do you wake up itching to read a boring press release? Probably not.
More likely you want to find out what market leaders are doing in the way of innovation and expansion. Too many companies craft boring press releases that offer zero value, even when they have a trove of news items that people do want to hear about.
Here’s how to guarantee boring press releases and missed opportunities:
1. Write about non-newsworthy items.
A press release should cover a newsworthy topic or item of interest to audiences outside your team or company. It needn’t earn a spot on the front page of a major news publication. However, it should be something highly relevant to your industry that will garner excitement.
2. Say the same things over and over.