7 ways to ensure your press release won’t get covered

PR pros can access reams of tips about writing and pitching successfully, but they can also learn quite a bit from considering what not to do.

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The explosion of information we need to deal with each day is making it harder to find new products, services, or people who can help make our jobs—and lives—easier.

This is why the bar for PR distinctiveness is high, and getting higher. It’s harder to stand out from the crowd.

Social media may be the hottest new channel for distributing ideas and breaking through the clutter. But the timeworn press release — distributed to traditional media and “new media” alike — continues to be the workhorse for many PR practitioners.

Like the art of writing itself, writing an effective press release is a craft that must be learned and honed. Some get it right. Others don’t. Much has been written about what makes for a successful press release, so here are some tips for writing one that will likely end up in a reporter’s email junk folder:

1. Ignore your audience. This should be considered a cardinal rule for press releases that don’t generate coverage.

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