Small businesses often underestimate the power of a press release — but a single misstep can mean the difference between widespread media coverage and being ignored entirely. The good news? Most mistakes are avoidable, and fixing them dramatically improves your chances of getting noticed.
Mistake #1: Burying the News
Journalists receive hundreds of press releases every day. If the key message is hidden deep in the text, it may never be read.
As Summit Press Media’s CEO Adam King explains:
“Journalists shouldn’t have to dig to find the story. Lead with the news, not the background.”
Fix: Always put the who, what, when, where, and why in the first paragraph. Front-load the release with the most newsworthy information.
Mistake #2: Overhyping Your Message
Over-the-top promotional language turns journalists off. Clichés like “game-changing” or “revolutionary” are common triggers for deletion.
Business Wire advises:
“Avoid hype. Stick to factual, verifiable statements that a journalist can trust.”
Source: Business Wire
Fix: Use clear, professional language and provide data or evidence to support your claims. For example, instead of saying “our product is revolutionary”, share measurable results: “reduces processing time by 40%.”
Mistake #3: Ignoring SEO Opportunities
Small businesses often neglect search engine optimization, limiting online visibility. Press releases that include targeted keywords, optimized headlines, and inbound links can drive traffic and improve rankings.
PR Newswire highlights:
“A well-optimized press release not only reaches journalists but also boosts organic search results.”
Source: PR Newswire
Fix: Include 1–2 strategic keywords naturally, link to relevant pages on your website, and ensure meta tags are optimized for search.
Mistake #4: Poor Formatting and Length
Long, dense blocks of text or lack of clear structure can overwhelm journalists. According to the University of Kansas journalism department:
“Press releases that are easy to scan, with proper headers and concise paragraphs, are more likely to be used.”
Source: University of Kansas Journalism
Fix: Keep releases under 600 words, break text into short paragraphs, and use headers, bullet points, or bold key facts for quick readability.
Mistake #5: Missing Multimedia Assets
Journalists love images, infographics, or videos. Releases with multimedia are up to 3× more likely to be picked up, according to Business Wire analytics.
Source: Business Wire
Fix: Include high-resolution images, charts, or short videos. Make them easy to download or embed.
Mistake #6: Forgetting the Contact Information
A press release without clear contact info is useless. Journalists need a direct way to ask questions or request interviews.
Fix: Always include a press contact with:
- Name
- Title
- Email
- Phone number
Mistake #7: Targeting the Wrong Audience
Sending your release to a general email list instead of relevant journalists reduces pickup rates drastically.
Summit Press Media research shows:
“Journalists are more likely to cover stories that fit their beat and readership.”
Source: Summit Press Media
Fix: Segment your media list based on industry, region, and publication type.
The Bottom Line
Press releases are powerful tools when done correctly. Avoiding these common mistakes will increase your chances of getting media attention, boosting SEO, and generating real traffic to your website.
By leading with the news, providing data, using clear formatting, including multimedia, and targeting the right journalists, your small business can turn a single press release into a major opportunity for visibility and growth.
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