| Press releases still matter. But getting one picked up by the media in 2025? That's a whole different game. Journalists are bombarded with hundreds of pitches a week. Most are irrelevant, many are bloated, and far too many read like marketing brochures. |
If you're wondering why your beautifully crafted announcement is getting ghosted, the truth might sting: you're probably making one (or a few) common press release mistakes. The good news? They're all fixable.
This guide walks through six of the most common pitfalls we still see PR pros making and shows you how to dodge them with quick fixes and clear press release examples.
Why are press releases still important (even in an AI world)
Press releases are important because they give brands a chance to share real, newsworthy updates in a format journalists still use. Done right, a press release helps you control the narrative, reach new audiences, and build credibility fast.
And it’s not just journalists paying attention. Google and AI search tools still index and surface well-written, properly distributed press releases. That means a good press release can boost discoverability and support your SEO strategy, too.
Press releases may not be sexy, but they’re still one of the most effective tools in your PR toolkit. And we’re not just saying that.
- 74% of journalists want to receive press releases and news announcements from PR pros.
- 68% say they use releases as a primary source for content and story ideas.
- Brands that consistently send quality press releases can see up to a 220% increase in website traffic
Add in this gem from Fit Small Business: 57% of journalists block contacts who send overly promotional press releases. And 77% say that less than a quarter of the pitches they receive are relevant.
The takeaway? Relevance wins. So does clarity, brevity, and a good hook.
And sure, AI is changing the game, with around 58% of PR pros now using generative AI to help draft releases. But there’s an issue: Only one in five organisations are investing in training their employees in the proper usage of AI.
The result? Robotic, unedited drafts that read like filler.
So, how do you write a press release that journalists want to cover? Here's what not to do, and how to get it right!
6 mistakes to avoid if you actually want to get published
Mistake 1: Writing like it’s a marketing brochure
TL;DR: Drop the brand hype. Focus on what’s newsworthy.
What NOT to do: This is the biggest offender. A press release isn’t an ad. Journalists want facts, context, and relevance. If your copy is packed with phrases like "leading provider of innovative solutions" or "we’re thrilled to announce," you’re not informing. You’re advertising. And journalists will bin it. What’s worse? You’ve made a terrible first impression on someone who might’ve spotlighted your company news down the line.
What to do instead: Stick to the facts. Open with what happened, not how proud you are. Ditch the hype, keep it tight, and make sure a journalist could copy-paste your first paragraph without culling all the flowery extras.
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Mistake 2: No multimedia (or worse, poor quality multimedia)
TL;DR: Don’t just say it, show it. Journalists love visuals.
What NOT to do: A wall of text won’t cut it. Releases without visuals are easier to ignore, and low-res or off-topic images make you look like a kid playing at the adults' table. If you’re expecting someone to turn your text into a story, give them something to work with.
What to do instead: Include high-quality, relevant visuals that bring your story to life. A hero image, product shots, video clips, infographics - anything that supports your story and saves a journalist chasing you down.
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Mistake 3: Sending it to the wrong people at the wrong time
TL;DR: Relevance and timing are everything. Don’t spray and pray.
What NOT to do: Blasting your release to every contact in your CRM or reaching out to irrelevant reporters is a waste of everyone’s time (including yours). Worse, sending during breaking news, weekends, or off hours means your story will likely be buried.
What to do instead: Segment your media list. Tailor your pitch by beat, outlet, and region. Time it to land during working hours and avoid major news cycles. Do your research; your email should make sense to the journalist reading it.
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Further reading: Best press release distribution services: 7 tools to know in 2025 |
Mistake 4: Weak headlines and no structure
TL;DR: Your headline is your hook. If it’s vague, they’re gone.
What NOT to do: “Company X Announces New Product” doesn’t give journalists a reason to care. Long intros, buried leads, and jargon-heavy paragraphs make things worse. If your structure’s a mess, even good news won’t land.
What to do instead: Nail the headline. Make it specific, clear, and tied to real benefits or impact for people and/or profits. Then build your release using the inverted pyramid: start with the essential facts, then add context and quotes.
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More learning: Want to learn how to craft the PERFECT press release? Check out our step-by-step guide (with free templates)! |
Mistake 5: Following up too much (or not at all)
TL;DR: One polite follow-up is fine. Spamming your media relations isn't.
What NOT to do: Journalists don’t want five emails in a week, and they definitely don’t want phone calls about a story that doesn’t fit. But sending nothing at all leaves opportunities on the table.
What to do instead: Wait a few days, then send one short follow-up. Include the headline, a link to assets, and one sentence about why it’s relevant. That’s it. If they don’t bite, let it go.
And if your story does get picked up? Reach out! A quick thank-you goes a long way toward building a real relationship and sets the stage for future releases.
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Mistake 6: Letting AI do all the work
TL;DR: Use AI to help, not to replace your voice.
What NOT to do: Dumping a prompt into ChatGPT and hitting send. AI-generated releases are usually generic, lack nuance, and often feel like placeholder text. Journalists can tell, it won’t do your story justice, and it certainly will do nothing to bolster your long-term reputation.
What to do instead: Use AI to speed things up! Generate outlines, check structure, or polish tone. But you need to add the story. Include expert quotes, stats, and real-world impact. Bring the human in and keep it front and centre.
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The Takeaway
Press releases work, but only when they respect the reader's time and intelligence. Journalists want:
- Relevant, timely stories
- Visuals they can use
- Real quotes and stats
- Clear headlines
- Follow-ups that aren’t annoying
- A release that’s unique to you
With Presspage, you can create, distribute, and track media-friendly press releases in one workflow. Our platform helps you avoid the mistakes above, with built-in tools for formatting, multimedia, personalization, and performance analytics.
Take control of your PR today!
Modern press releases are powerful tools for building your brand, protecting your reputation, and connecting with your audience. With Presspage, you can create, distribute, and analyze them, all in one seamless workflow.
