4 Reasons Your Press Release Ended Up In The Trash

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Thanks to the SEO press release, a lot of people seem to have forgotten that press releases can actually be sent to reporters with the hope of getting media coverage for your company. For those of us who actually still send press releases to the media, it’s inevitable to run into situations where no one bites on your story. Understanding why your press releases are unsuccessful is important for helping you write better ones in the future.

Here are 4 possible reasons that a press release might not get picked up.


  1. The headline failed to grab attention—Journalists are bombarded with press releases on a daily basis. The dirty little secret is that most press releases don’t even get read—they end up in the trash bin (virtual or real). Why is that? It’s because a lot of journalists glance at the headline to decide whether or not to continue reading. If the headline isn’t compelling, your story probably won’t get read. You really need to focus your efforts on writing clear, powerful headlines that grab the reader’s interest and force them to check out the rest of your press release.
  2. It reads like an advertisement—You’re supposed to be sharing actual news, not just a thinly-veiled advertisement of your products and services. Unfortunately, the number of press releases that read like advertisements only seems to have increased thanks to shady online press release distribution websites.
  3. Nobody outside of your company cares about the news—Most of the stuff that companies try to pass off as news is so trivial and boring that I don’t know whether to laugh or cry at how pointless the press release is. For the most part, no one cares if you just launched a new blog, hired a new employee, or updated something minor on your website. Be honest with yourself when writing your press releases, asking “Who really cares?” If you don’t see anyone outside of your company giving a hoot about the story, best to bury it.
  4. You sent it to the wrong people—Just like in all other aspects of marketing, the quality of your contact list matters quite a bit. If you don’t send your press releases to the reporters who would actually be interested in covering your story, you’re just wasting your time. Build a list of highly targeted reporters, and make sure you keep it updated as reporters are constantly being shifted in their assignments.


What are some other common reasons for ineffective press releases? Share your thoughts below by leaving a comment.

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