Common Press Release Mistakes to Avoid

Every year, thousands of press releases are sent to Canadian media outlets. Yet the vast majority of them receive no coverage whatsoever. The reason? Recurring mistakes that could have been easily avoided. Whether related to writing, strategy, or technical issues, these errors undermine the sender's credibility and dramatically reduce the chances of a journalist picking up the release.

This guide identifies the most common mistakes found in press releases and offers practical solutions for avoiding them. Whether you are a communications professional or an entrepreneur writing your first press release, these tips will help you produce more effective releases.

Content and writing mistakes

1. Distributing a press release without real news

This is the most fundamental and most frequent mistake. A press release exists to announce news — a new fact, an event, a significant change. Too many organizations distribute press releases for reasons that do not qualify as news in the eyes of the media: a minor website update, a seasonal greeting, or a rehash of already known information.

Before writing your press release, ask yourself this question: "If I were a journalist, would I write a story about this?" If the answer is no, reconsider your approach. You may be able to reframe your angle, add new data, or wait for a more opportune moment to communicate.

2. Using a promotional tone

A press release is not an advertisement. Yet many press releases are packed with phrases like "the most powerful solution on the market," "a revolutionary product," or "an exceptional experience." This kind of promotional language immediately destroys the release's credibility in the eyes of a journalist.

Golden rule: if a sentence in your press release could appear in a TV commercial, it probably does not belong in a press release. Replace superlatives with facts and hard data.

3. Writing a vague or overly long headline

The headline is the first thing — and often the only thing — a journalist will read. A headline like "Press Release — ABC Company" or "Important announcement from our company" gives no indication of the content. The journalist will have no reason to click or read further.

Conversely, a headline that spans three lines is equally problematic. Aim for between 60 and 100 characters. The headline should summarize the news in one clear, specific, and informative sentence.

4. Failing to answer the "5 Ws" in the first paragraph

The first paragraph (lead) must answer the essential questions: who, what, when, where, and why. A busy journalist should be able to grasp the essence of your news by reading only these opening lines. If your lead talks about the company's "vision" or its "commitment to excellence" without ever stating what is actually happening, you have lost your reader.

5. Writing in the first person

A press release should always be written in the third person. Write "XYZ Company announces..." rather than "We are proud to announce..." The only exception is in direct quotes, where the first person is natural and expected. Writing in the first person gives the text a promotional tone and makes it harder for the media to repurpose.

6. Including bland and meaningless quotes

Quotes are a strategic element of a press release: they humanize the message and provide content that journalists can use directly. Unfortunately, too many press releases contain generic quotes like: "We are very pleased with this development and are confident it will benefit our clients." This type of quote adds no value and takes up space unnecessarily. A strong quote expresses a vision, a commitment, or a unique perspective.

Structure and format mistakes

7. Ignoring the inverted pyramid

The inverted pyramid is a fundamental principle: the most important information comes first, followed by details in decreasing order of importance. Many press releases make the mistake of "building suspense" by saving the main information for the end. Journalists do not have time to read to the very end to discover the news. If the key point is buried in the fifth paragraph, your release will be ignored long before then.

8. Writing a press release that is too long

The ideal length for a press release is between 400 and 600 words. Beyond 800 words, you run a high risk of losing the journalist's attention. A three-page press release is a clear signal that the author did not make the necessary effort to be concise. If you have too much information to share, consider a supplementary document (fact sheet, media kit) that you can attach separately.

9. Forgetting the boilerplate

The boilerplate is the "About..." paragraph that appears at the end of every press release. It briefly describes your organization and provides the journalist with essential context. Omitting this paragraph forces the journalist to look up the information themselves, which they probably will not do. Write a standard boilerplate of three to four sentences that you include consistently.

10. Omitting contact information

This is a surprisingly common mistake. A press release without contact information is a dead press release. A journalist interested in your news will need to reach someone to verify facts, obtain clarifications, or arrange an interview. Always include the name, title, phone number, and email address of an available and responsive contact person.

Strategy and distribution mistakes

11. Sending the press release at the wrong time

The timing of your press release has a direct impact on its chances of being picked up. Sending a press release on a Friday at 5 p.m., the day before a holiday, or in the middle of a national crisis is practically a guarantee that it will be ignored. The best times to distribute a press release are generally Tuesday, Wednesday, or Thursday, early in the morning (between 8 a.m. and 10 a.m.). Avoid Mondays (newsrooms are swamped) and Fridays (journalists are preparing for the weekend).

12. Not targeting the right media outlets

Sending your press release to every media outlet without distinction is an ineffective strategy. A press release about an agri-food innovation will not interest an arts and culture journalist, and vice versa. Take the time to build a list of media outlets and journalists that are relevant to your topic. A targeted send to twenty well-chosen journalists will always be more effective than a mass send to a thousand unqualified contacts.

13. Neglecting follow-up

After distributing your press release, a follow-up call or email can make all the difference. However, this follow-up must be done professionally. A simple call to verify that the press release was received and to offer additional information is sufficient. Avoid being pushy: one or two follow-ups at most. Above all, be prepared to answer the journalist's questions.

14. Ignoring the media landscape

Your press release does not exist in a vacuum. If a national crisis is dominating the news, your new product announcement will go completely unnoticed. Pay attention to the media landscape and, if necessary, postpone your distribution. Conversely, if your press release ties into a trending news topic, highlight that angle to increase its relevance.

Technical and language mistakes

15. Leaving spelling and grammar errors

In Canada and everywhere else, spelling errors in a press release are a major red flag. They signal a lack of rigour and professionalism that can taint the perception of your entire organization. Journalists are writing professionals; they will notice every mistake.

Always have your press release proofread by at least one other person before sending it. Use grammar-checking tools, but do not rely solely on technology: a careful human review remains essential.

Bonus: Using unnecessary jargon and buzzwords

In the Canadian communications landscape, the overuse of unnecessary jargon and buzzwords can irritate journalists and readers alike. Favour clear, straightforward language over industry-specific terminology whenever possible. Phrases like "synergize," "leverage," or "disruptive innovation" often obscure rather than clarify your message. When in doubt, choose simplicity and precision.

Summary: error-prevention checklist

Before distributing your next press release, review it against this checklist:

• Does the press release contain real news worthy of media coverage?
• Is the tone factual and objective, free of promotional language?
• Is the headline clear, specific, and of appropriate length (60-100 characters)?
• Does the first paragraph answer the questions who, what, when, where, and why?
• Is the text written in the third person (except for quotes)?
• Do the quotes offer a unique perspective and added value?
• Does the structure follow the inverted pyramid principle?
• Is the length appropriate (400-600 words)?
• Is the boilerplate included and up to date?
• Are the contact details complete and accurate?
• Is the distribution timing optimal?
• Are the targeted media outlets relevant to the topic?
• Has the text been proofread and edited by another person?
• Is the press release free of spelling and grammar errors?
• Has unnecessary jargon been replaced with clear, straightforward language?

Conclusion

Most of the mistakes identified in this guide are easy to avoid. They generally result from a lack of preparation, unfamiliarity with journalistic conventions, or a rush to distribute information without taking the necessary step back. By incorporating these best practices into your writing process, you will significantly increase the effectiveness of your press releases.

Remember that every press release you distribute helps build — or undermine — your reputation with the media. Journalists remember reliable sources that send them quality content. By avoiding these common mistakes, you will position yourself as a credible and professional source.