While press releases are still a great way to gain exposure, sometimes PR pros take them too far. Even the toughest editors weep when they see yet another press release that should have never been written, much less actually sent.
Before you waste your time writing something that will never see the light of day, consider whether what you’re sending is newsworthy.
Yes, everything about your company is important to you, but it’s not important to everyone else. Most of your organization’s events aren’t interesting to the average person, so you’re better off waiting until something major comes along.
Here are three types of press releases you should never write:
1. Company shuffling
Did an executive move to a new department? When the CEO left, did someone step up or did the company bring in someone new? Did a long-time employee finally make it to an esteemed role?
Before you write the press release, stop and think, “Would I want to read this in the paper over breakfast?” If the answer is anything less than “Absolutely!” you’re better off waiting for something else.