Avoid this mistake in your press releases

On Tuesday afternoon, her campaign sent out a press release with this headline:

“For Immediate Release: Janice Arnold-Jones for Congress Releases 4th Quarter Fundraising Numbers”

Quick: What’s the first question reporters would ask after receiving that release? (You should probably pick a career outside of journalism if you didn’t say, “How much did she raise?”)

But guess what? The release didn’t mention how much she raised. It didn’t provide a link for where reporters could find out how much she raised. But it did provide a fair bit of spin about why her lackluster fundraising numbers didn’t matter:

“‘This reporting period, we raised less money than our first report because we took a different approach to building our momentum’, Arnold-Jones said. ‘As my team and I talked with more and more voters, it became clear we needed to operate the financial component of the campaign in the same manner as we all run our households and in the same manner I make decisions as a conservative lawmaker – frugally. The economy is in terrible shape and everyday folks are struggling beyond imagination. Rather than push hard for money right now, we asked for their vote and volunteer involvement and they have come through in a big way.'”