5 signs you shouldn’t write that press release

If you’re too busy, close to the subject matter, or just not a strong writer, it might be time to hand the task to someone else.


This just in: Press releases don’t write themselves.

Just because you have a great story doesn’t mean the media will knock your door down for it. You need to have a press release that shares your story in a compelling way and grabs reporters’ attention.

Of course, step one is to write the press release.

That begs the question, “Who should write your press releases?” Before you say you can handle it, consider these reasons why it shouldn’t be you:

1. You don’t have time.

It takes time to write a good press release, and the average business owner just doesn’t have the time to commit to writing one—much less a series of press releases on a long-term basis.

If your plate is already full, adding another item to your to-do list might not be the best idea. You’ll either hastily crank out a crappy press release that doesn’t get results, or procrastinate and never get around to writing it.

2. You don’t know how to write in a journalistic tone.

Lack of a journalistic tone dooms many amateur press releases. You have to know how to write in a way that editors and reporters understand. This means cutting hyperbole and buzzwords and focusing on telling an interesting story from a neutral perspective.

3. You don’t know how to write a press release.

Press releases have their own unique style, and if you’ve never written a press release before, you might not know where to start. While there is a basic format and template to follow, there is also an art to press release writing that can take years to master.

4. You’re too close to the subject matter.

Sometimes you’re so close to the subject that you can’t see the bigger picture. You might need someone with a fresh perspective to come in and identify what really makes your story interesting and newsworthy.

5. You aren’t a good writer.

Let’s face it. Most people just aren’t good writers, and that’s OK. But if you want reporters notice your press release, you better write it well. Perhaps you should consider letting a professional press release writer take over.

Mickie Kennedy is the CEO and founder of eReleases and blogs at PR Fuel, where a version of this article originally appeared.

Topics: PR

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