Press releases are one of those not-dead-yet tools that lazy PR professionals still insist on sending out to hundreds and thousands of journalists and bloggers. I still get press releases for movie releases taking place in L.A., inviting me to attend the red carpet rollout of some indie movie. Clearly they’re not culling their lists.
When I did crisis communication, we got a real sense of pride if one of our releases was published verbatim, or nearly so, by our state newspapers. That’s how we knew the real journalists were taking us seriously. That, and our success rate (it was an outstanding day if you could bat .500 on story placement). To do it, we needed solid, tight news stories, not a marketing puff piece.
Many releases I see are just abysmal. I don’t know if the agencies are teaching young flaks the wrong way, or if they’re teaching it in college, but there are some serious errors that are keeping your stories from getting published at all. Here are five things you need to stop putting in your press releases.
1. Marketing copy, especially in the opening paragraph
“ABC Coffee Stirrers, the leader in the coffee stirring industry since 1978 and the developer of the Turbo-Whoosh titanium stirrer, is pleased to announce the acquisition of Global Stirrings, a Canadian coffee stirrer manufacturer.”
Do you see all that dreck? All that extra crap about ABC’s history? That’s amateur hour. That stuff goes at the end of the press release in the <H2>About ABC Coffee Stirrers</H2> section. You know, the part nobody reads. It’s going to get cut out anyway, because journalists like real openings, not a copy-and-paste of your About Us page. When you write that, you sound like a flak, not a journalist, and the editor may pitch the release out of spite and loathing.
2. Adverbs, adjectives, and competitive language
“ABC Coffee Stirrers have proved to be 33% more effective at mixing a coffee drinker’s cream and sugar into their beloved morning java. And customers have eagerly demonstrated their strong preference for the Turbo-Whoosh by increasing sales by a staggering 12% every year for the last five years!”
Newspapers and TV stations are supposed to present the news in an unbiased, objective manner. That means they don’t get to express their opinion. They don’t get to say whether something is good or bad. They typically don’t talk about products, unless those products killed someone.
That means they’re not going to talk about how much better your product is than anyone else’s. They’re not going to publish the “news” written by your product manager. And they’re not going to talk about increased sales, customer preference, or improved performance.
You may get that kind of coverage in trade and industry journals, but you still need to avoid the adverbs and adjectives. If your press release sounds like a freshman English Comp essay, pitch it and start over.
3. Copyright and Trademark symbols
The company lawyer may have told you to put them in the release, but the ®, ©, and ™ symbols don’t belong in press releases for two simple reasons:
- They could interfere with SEO. While we can’t be sure how Google treats these, why risk it? Maybe they ignore those symbols, but maybe they treat it like a regular word. No one is going to search for ABC™ Coffee Stirrers®, so don’t make that a search term.
- Those don’t appear in news stories. The editors are going to delete them anyway, so don’t make extra work for them or you.
Unless the company lawyer also has a background as a journalist, ignore anything they tell you about writing press releases.
3. “We’re very excited” quotes
“We’re very excited about the merger between our companies.”
“We’re very excited about our laptop upgrades.
You can’t be equally excited about both things. Saying “we’re very excited” about every damn thing that happens is either lazy writing, or your CEO is off her meds. Find another way to express interest or enthusiasm. Better yet, don’t even bring it up at all. We all know you didn’t interview the CEO for this, and if you did, she probably didn’t say this at all.
Talk about the benefits of the news item. Is the merger going to add jobs? That’s your lead quote. Is it going to improve profitability by $10 million? Then that is. No one cares who’s excited; that’s not news. The jobs and profitability are exciting. Only include things that drive the story.
4. Business jargon quotes
“This new relationship will help us streamline mission-critical functionalities as a way to regenerate impactful niches.”
No one talks that way in real life. If they do, make sure they aren’t having a stroke.
But even if they do, preserve their reputation and avoid marketing words altogether. Make them sound like a real human being since, not a marketing textbook.
(Note: It’s easy to confuse marketers with real human beings, but do your best. Give them the benefit of the doubt, and translate their marketing gobbledygook into real words.)
If you don’t have good quotes, the journalist will either email you or call you for a follow-up quote that uses real words. Save them the time and give them a quote that sounds realistic and not one made up by the Dack.com Bullshit Generator (which is what I used to write that sentence above).
A press release is supposed to sound like a real news story written by a real journalist. Most PR flaks don’t know what that looks like, so they keep putting out the same garbage week after week. Then they complain that their stories aren’t being published and that their clients aren’t getting any traction. Start writing real journalistic stories and send out only newsworthy items. You’ll see your success rate — and self-respect — increase.