Ok, so this may seem like common sense, but here are a few things no PR person should ever do, and yes, I’ve seen these before.
So here it goes. A list of things to avoid:
- Send an embargoed news release, with no reference to the embargo
- Leave your company name out of the press release
- Spam reporters
- Forget to proof read
- Forget to have someone else proof read
- Omit the boilerplate (a.k.a. the About Us section)
- Spell a proper name incorrectly
- Better yet…spell a proper name two different ways within one release
- Make the same announcement multiple times, with no new angle
- List the wrong date
- Write your release like an advertisement
- Put too many stories in one press release…it confuses the reader/reporter.
- Use third person and first person in the same release/paragraph/sentence.
- Write in past, present and future tense – pick one and stick with it, time travel is not yet possible!
- Employ highly technical language or industry-specific jargon when targeting mainstream media – or vice versa.
- And finally, yes this ACTUALLY happens, Send a press release with no contact information … how is a reporter supposed to contact you for follow-up?