10 Most Common Mistakes Companies Make When Preparing Product Releases

This report was compiled over a 33 year period and has recently been updated for the internet age.   “The 10 Most Common Mistakes Companies Make When Preparing Product Releases” will show you how to get more publicity for your products; in-print and online.   Here are the first five huge errors!

1. Boasting and exaggeration
Forget about hype!  Leading off a press release with XYZ Company, “a world leader” is one of the greatest turn-offs to an editor.  Making performance claims without quantifying and substantiating them will also make certain your release reaches the editorial wastebasket.  Don’t use adjectives like “unique, powerful, innovative, superior, or revolutionary.”  An editor alone reserves the right to make those judgments and to use that language.  Remember, you can help yourself by helping the editor or web host.  Concisely spell out what your product is, what it does, how it does it, who needs it, where you get it, and what it costs.

2. Promising to advertise
Don’t even think of trying to “leverage” an editor.  High quality publishers know that editorial integrity is their most important product.  The greater their credibility…. the greater their value to their readers or site visitors.  According to Penton Media, “A publication should not sell editorial.  It should be independent from the advertising sales department with editors free to select only the material of interest, relevance and value to the reader.”   A leading editor once wrote an editorial entitled, “Church and State? … Journalism 101” in which she stated, “The other day I got a press release in the mail and the envelope in which it came had the following stamped on the front: ‘Advertisers Press Release Enclosed.’  I was tempted to throw it away without even looking at it.  The sender was implying that my judgment on the value of the release would be affected by the word ‘advertiser.’  So, if you ever wondered whether I favored advertisers with editorial coverage that wasn’t warranted, there’s your answer.” 

3. Snapshot photography
That old expression, “one picture is worth a thousand words” is really true when dealing with editors.  First of all, a photograph says a great deal about your pride and commitment to product quality.  Surely you wouldn’t make a sales call wearing blue jeans.  The same principle applies here.  Your press release is making a sales call on an editor or web host.   A good first impression is important…. you only get one chance to make one.  And a homemade snapshot makes a negative first impression.  Editors are busy people who receive hundreds of e-mails with press releases every week (sometimes daily).  If you write a subject line that gets their attention and then spoil it with an inferior photograph…. shame on you!  Your product deserves a first quality, professional photograph that an editor can use in their publication or web site with pride, assuming, of course, that the information suits their requirements.  Gorgeous photography always gets noticed and if it is really good and communicative it may land on a front cover!

4. Assumptions about technical knowledge
Engineers especially have a tendency to assume that editors are familiar with their technology or product lines.   All too often they’ll write in acronyms and initials; rather than keeping their message simple and generic.  There are many instances where editors, particularly associate editors, who are often responsible for selecting products  to review, are not technically trained in a particular discipline. That is not to say, however, that they are not skilled technical journalists.  Also, be cautious about presenting claims and comparisons based upon assumptions.  Take the time to carefully define the features and benefits of your products.  Quantify whenever possible.  If your product is fast… how fast?  If it is strong… how strong?   If it is compact… what are the dimensions?