You want your press releases to be lean and mean. All muscle, and no fat. If a celebrity story in the paper is a sugary snack, press releases are healthy power bars that boost your business—or something like that.
To get to that point, look at your most recent press releases. Undoubtedly there’s some extra weight you can trim off to increase your chances of getting published. Remember, journalists and editors work with limited space, and readers don’t want to read an epic novel about your product release or new CEO.
Here are two things you may have included in your last press release that you should cut immediately:
Example: “Our groundbreaking, award-winning, mind-blowing new Hydrolux 5000 will literally melt your brain with how quickly it cleans your gutters!”
The main objective of a press release is to inform. Sure, businesses use it to announce events that are exciting to them, but a press release’s primary job is to spread information to the masses in a straightforward fashion.