One mistake I made early on with press releases was trying to say too much instead of getting to the point. I'd cram every detail, backstory, quote, and stat into one long document—thinking more info meant more impact. In reality, it just made things harder for editors to find the actual story. What I've learned is that clarity and focus are everything. A great press release should feel tight, intentional, and easy to skim. Lead with the headline you want someone to run with, include one strong quote that adds value, and don't bury the hook. The goal isn't to tell every detail—it's to spark enough interest for someone to want more. My advice? Step back and ask yourself: "If I were a writer getting 100 pitches a day, would this grab me in the first 10 seconds?" If not, edit it down.
Treating press releases like promotional ads instead of newsworthy stories is one mistake I made early on with press releases. I used to pack them with brand-heavy language and self-praise, thinking more exposure meant better results. But editors and journalists aren't looking for fluff; they want relevance and genuine value for their audience. The press releases often got ignored or buried because they lacked a compelling angle. What I've learned—and now follow strictly—is to focus on the "why now" factor. I frame the release around what makes it newsworthy: a trend, a data point, or a human story. I also write it in a way that makes the journalist's job easier: clear headline, concise lead, and solid quotes. If you're just starting out, ask yourself: Would a stranger care about this? If the answer is no, reframe it until it becomes a story worth telling. That's what gets coverage.
Early on at spectup, I made the mistake of trying to sound too polished and formal in a press release announcing a partnership we were excited about. It was filled with buzzwords, carefully scripted quotes, and a tone that frankly didn't sound like us. The result? It got picked up by no one, and worse, our own network barely reacted. It felt like we were trying to impress the media instead of actually communicating something valuable. I realised then that press releases aren't just announcements—they're an extension of your voice, your story, your momentum. People want clarity, not cliches. Now, we keep things direct, meaningful, and written in a way that sounds like a human actually said it. If there's no real story or impact, we don't push it. One of our team members once said, "If you wouldn't forward this to a friend, it's not ready." That's stuck with me.Early on at spectup, I made the mistake of trying to sound too polished and formal in a press release announcing a partnership we were excited about. It was filled with buzzwords, carefully scripted quotes, and a tone that frankly didn't sound like us. The result? It got picked up by no one, and worse, our own network barely reacted. It felt like we were trying to impress the media instead of actually communicating something valuable. I realised then that press releases aren't just announcements—they're an extension of your voice, your story, your momentum. People want clarity, not cliches. Now, we keep things direct, meaningful, and written in a way that sounds like a human actually said it. If there's no real story or impact, we don't push it. One of our team members once said, "If you wouldn't forward this to a friend, it's not ready." That's stuck with me.
The biggest mistake I made early on with press releases was assuming journalists would care about something my company was doing simply because we were publicizing it. Journalists receive hundreds of press releases every week; why should they care about mine? The reality is that in order for a press release to work, it needs to be novel, interesting, and written in a way that doesn't waste journalists' time. I learned to write with the headline-worthy fact in the first 20 words and assume journalists will skim read (since they will). By putting substance first and having something genuinely interesting to report, I've had several releases picked up and earned valuable coverage for my business.
Prioritising quantity over quality and relevance was a big error I made when I first started writing press releases. I believed that our chances of getting publicity would be increased by simply distributing a large number of releases to as many media contacts as possible. Instead, it frequently resulted in journalists who received pointless pitches ignoring our releases, labelling them as spam, or even openly resenting them. I discovered that a scattergun strategy can harm media relationships and waste resources. The secret is to carefully investigate and target particular reporters and magazines whose readership actually supports your story. Concentrate on writing a gripping, succinct narrative that provides a clear explanation of "why should their readers care?" Getting real media attention is much easier with this focused, value-driven strategy.
Early on at Zapiy, I made the classic mistake of treating a press release like an announcement—when in reality, it needed to be a story. One of our first big releases was about a product milestone we were genuinely proud of. We had rolled out a new tier-based loyalty feature for retailers, and internally, it felt like a game-changer. So we wrote a detailed release, packed it with technical specs, sent it out to a few PR wires, and waited. Crickets. No meaningful pickup, no engagement. It was a humbling moment. Looking back, the problem wasn't the product—it was the positioning. We were too focused on what *we* had built, and not nearly focused enough on *why it mattered* to the market. Journalists, customers, and even partners aren't looking for product logs—they're looking for relevance, impact, and a reason to care. What we learned—and now apply consistently—is this: **every press release should answer one question above all: "Why now?"** What's the broader trend this taps into? What pain point does it solve that people are already talking about? For example, rather than just announcing a loyalty feature, we could've framed it around the shifting expectations of Gen Z shoppers, or how inflation is pushing brands to double down on retention strategies. That's a hook. That's context. And that's what turns a release into a narrative someone wants to amplify. Another tip I picked up is to write your headline *as if it were a story someone else is going to run with*. Not just what happened, but what it means. The difference between "Zapiy Launches New Tiered Rewards System" and "Retailers Combat Customer Churn with Smart Loyalty Upgrades" is night and day in terms of reach. So to any founder or startup marketer writing press releases: don't write from the inside out. Write from the reader in. If your news connects to something bigger than your company, it has a shot at real traction. Otherwise, it's just another email in someone's inbox—and that's a mistake you don't want to keep making.
Early in my journey with Fulfill.com, I made a classic press release mistake—overloading our announcements with industry jargon. I was so immersed in the 3PL ecosystem that I forgot most journalists and potential clients don't speak "logistics language" fluently. We'd spend weeks crafting press releases about our new integrations or warehouse network expansions, stuffing them with terms like "cross-docking capabilities," "SKU rationalization," and "inventory slotting optimization" without properly translating the value. One particular release about our WMS compatibility updates received zero pickup despite representing a significant advancement for our clients. The lesson was humbling but valuable: press releases aren't about showcasing your technical expertise—they're about communicating meaningful benefits in accessible language. What matters to an eCommerce founder isn't your sophisticated "distributed inventory algorithm"—it's that their customers receive orders faster while reducing shipping costs. Now, before approving any press release, I have someone outside our industry read it and explain back what they think we're announcing. If they can't articulate the core benefit in simple terms, we rewrite it. We've seen our media pickup increase dramatically with this approach. My advice: have your technical team draft the capabilities, but let your customer success team translate them into benefits. Ask yourself, "How does this help an eCommerce business grow?" and lead with that story. Remember that journalists aren't impressed by complexity—they're looking for meaningful innovation that solves real problems for real businesses. The best press releases aren't the ones that sound impressive—they're the ones that get picked up because they clearly communicate why your news matters to the audience reading it.
Early on, I made the mistake of writing press releases that were overly promotional, focusing too much on our company's achievements rather than the story itself. I packed them with technical jargon and company-centric language, assuming the news would speak for itself. However, the response was underwhelming. I quickly learned that press releases need to offer clear, relevant information that appeals to journalists and their readers. The key lesson was shifting the focus to what's newsworthy—why it matters to the audience—and framing the story in a way that fits into the broader narrative. Now, I always ask myself, "Why does this matter?" before I hit send. By making it relevant and concise, the release becomes much more impactful and gets the attention it deserves.
I remember the time when I made a classic mistake with the press releases. I thought bigger was going to be better. I wrote a single, generic release and shared it out to various untargeted media lists with the hope that something would stick. And, it rarely did. My inbox was silent, and our news got zero traction. It felt like shouting into a void. Here is what I learned, and what I want to advise others: Target ruthlessly Research specific renowned journalists and publications that cover your niche. Don't waste your time on broad lists. Personalise your pitch Always customise your email and subject line to show you understand their work and why your news matters to their audience. Focus on the angle Is your news worth sharing, and can it create a buzz? Try to find a compelling hook. Build relationships Connect with popular journalists on social media or at offline events before you need coverage. This shift transformed our outreach and got real significant results.