Writing a press release is an effective way to share company news, announce business developments, and communicate important milestones. However, even a significant announcement can lose its impact if the press release is poorly written, lacks essential information, or is difficult to read.
Whether you are a startup founder, business owner, marketing professional, or PR specialist, avoiding common writing mistakes can help you prepare clearer, more professional announcements.
Here are 10 common press release writing mistakes and how to avoid them.
1. Writing a Headline That Is Too Promotional
Your headline is often the first thing readers see. Overly promotional language can make an announcement sound like an advertisement rather than a news story.
Avoid:
ABC Company Introduces the World’s Most Amazing and Revolutionary Solution!
Better:
ABC Company Launches New Digital Platform for Small Businesses
The improved headline communicates what happened without relying on exaggerated claims.
Tip: Use clear, specific language and focus on the actual news.
2. Burying the Main News
Readers should not have to search through several paragraphs to discover the purpose of your announcement.
Start with the most important information: who is involved, what happened, when and where it happened, and why it matters.
Avoid: Opening with a long company history or a general statement about your industry.
Better: Lead with the announcement itself, then provide background information in the following paragraphs.
Tip: Make sure your first paragraph communicates the core news in just a few sentences.
3. Making Unsupported Claims
Statements such as “the leading provider,” “the best solution in the market,” or “the most innovative product ever developed” can undermine credibility when they are not supported by evidence.
Replace vague superlatives with verifiable information.
For example, instead of describing a product as “the most advanced solution in the industry,” explain the specific features it offers or the measurable improvement it delivers.
Tip: Use accurate facts, relevant figures, and substantiated claims. Avoid presenting opinions as established facts.
4. Writing One Long Block of Text
Large paragraphs make online content difficult to scan, particularly on mobile devices.
Break your press release into short paragraphs, each covering one main idea. Use meaningful subheadings when appropriate, especially for longer announcements.
A clear structure helps readers find the information they need without losing the overall message.
Tip: Keep paragraphs focused and remove sentences that do not contribute to the announcement.
5. Forgetting the Supporting Details
A press release should answer the questions readers are likely to have.
Depending on the announcement, useful details may include:
- Launch dates and locations
- Product or service availability
- The organizations involved in a partnership
- Relevant project milestones or business figures
- Implementation timelines
- Statements from authorized company representatives
Avoid filling the article with generic corporate language when specific information is available.
Tip: Include enough detail to explain the announcement and its significance, without overwhelming the reader.
6. Using Quotes That Add No Value
Quotes can add a human perspective to a press release, but generic statements often contribute very little.
Weak example:
“We are delighted to announce this exciting development and look forward to continued success.”
Stronger approach:
Use an authorized spokesperson’s genuine statement to explain the reasoning behind the announcement, its expected impact, or the company’s next steps.
Never invent quotations or attribute words to someone who has not approved them.
Tip: Every quotation should provide insight that goes beyond simply repeating the headline.
7. Choosing an Irrelevant or Low-Quality Photo
A relevant image can make your announcement more engaging and help readers understand the story. A blurry, poorly cropped, or unrelated photo can have the opposite effect.
Choose an image that directly supports the announcement, such as an actual product image, a project photograph, an event photo, or an appropriate corporate image.
For online business articles, a landscape image around 1200 pixels wide is a useful starting point. A 16:9 image, such as 1200 × 675 pixels, often works well, provided it meets the publishing platform’s requirements.
Before uploading, check that the image:
- Is sharp, clear, and sufficiently high-resolution
- Has suitable dimensions and file size for online use
- Is relevant to the actual announcement
- Is legally available for publication
- Does not misrepresent a product, project, event, or person
Avoid enlarging small images that are already pixelated. Optimize image file size while maintaining visual quality, and use an appropriate image format such as JPEG for photographs.
Tip: Choose a photo that adds information or context rather than simply decorating the page.
8. Leaving Out Company Background and Contact Information
Readers who discover your announcement for the first time may need to understand who your company is and how to contact you.
Include a concise About the Company section describing your business, core activities, and relevant background.
Where appropriate, add a media contact with an authorized person’s name, job title, and business email address. You may also include your company’s website.
Check all contact details before publishing and avoid sharing personal information without authorization.
Tip: Keep your company profile consistent across announcements and update it whenever important details change.
9. Ignoring Spelling, Dates, Names, and Links
Small errors can reduce confidence in an otherwise professional announcement.
Before publishing, verify:
- Company and product names
- Spelling of people’s names and job titles
- Dates, locations, and numerical figures
- Quotations and attributions
- Website addresses and other hyperlinks
- Image captions and credits, where applicable
Read the press release again after editing. If possible, ask another person to review it.
Tip: Preview the final article on both desktop and mobile devices to check formatting, image display, and link functionality.
10. Delaying Publication Because of an Unnecessary Submission Process
Once a press release is complete, the next step is to publish it through an appropriate channel.
For businesses that regularly announce launches, partnerships, appointments, and other developments, relying entirely on email-based submissions can introduce unnecessary administrative steps.
A self-publishing platform offers an alternative by allowing users to submit and publish their content directly.
With the self-publishing service on mid-east.info, users can publish their company news instantly, without waiting for a traditional email submission and review cycle.
Prepare your announcement, verify the information, select a suitable image, and complete your final checks before publishing.
Remember that instant publishing does not guarantee media coverage, search engine rankings, or pickup by other publications. The quality and relevance of your content still matter.
Bonus: A Simple Press Release Checklist
Before publishing your next announcement, use this checklist:
☐ The headline is clear, specific, and factual.
☐ The opening paragraph explains the main announcement.
☐ Supporting details are accurate and relevant.
☐ Promotional claims are substantiated.
☐ Quotes are genuine and authorized.
☐ The image is relevant, high-quality, and appropriately sized.
☐ Company information and contact details are correct.
☐ Names, dates, figures, and links have been checked.
☐ The article is easy to read on mobile devices.
☐ You have permission to publish all included content and images.
Need a Press Release Template?
You do not need to start from scratch every time your company has news to share.
Use the free press release template available through the mid-east.info Publishing Guide to structure your next announcement, organize the essential information, and prepare your content for publication.
Once your press release is ready, visit mid-east.info and use the self-publishing service to publish your company news instantly.
Write better. Publish instantly. Share your news with confidence.
