Was sind die häufigsten Fallstricke, die beim Verfassen und Verteilen von Pressemitteilungen an die Medien zu vermeiden sind?

First, ask does the content need to be shared using a press release. I find they are often used as a default tool for outreach as opposed to something strategic. Most stories etc.. are better communicated through targeted pitching in a shorter more concise, more personalized form. If you do go with a formal release ensure it is concise. Be aggressive in your editing. Not every detail has to be in the release. Make sure the key messages and the details that will appeal to journalists are included upfront. Avoid jargon. Adjective-heavy terminology, like "best in class," should be avoided. Experienced journalists choke on that language and they can smell marketing spin a mile away...and it doesn't smell good.

Sometimes the content would be relevant and timely, but it could be a better fit for another communication tactic, such as a video message, social media or blog post.

Some writers of press releases often feel obligated to promote the client without recognising the importance of presenting news value in the content. That approach frequently guarantees the release will be overlooked by the News Editor and probably not get published.

News value also means it shouldn’t be an opinion piece. Press releases that should be letters to the editor will fail. You need actual facts and numbers to back up what you’re saying. Expert references help as well. You need to sound like a news writer, not a PR person. Journalists are exhausted by all the ultra PR-y press releases they receive.

Don't use chat Gtp to write it. If you include questions, don't include questions that allow for one word answers. Stick to the basics and don't insult your audience intelligence.

That's a big turn off. You are likely being paid to produce a press release on behalf of a client, and so, don't make the editor do your job! Badly written content will ruin your reputation.

Make sure the contact person is informed. I once asked for an interview with someone about the special project a company announced it was working on at its Ottawa, Illinois location. The contact person replied that the company has no locations in Canada!

In my experience on both sides of this as a journalist and PR professional, you need to provide contacts other than just your company’s media department. The journalist’s editor will likely require 3 or more interviews from a variety of perspectives to run the story. Providing contact information for other stakeholders makes it easier for the journalist to get in touch with them. For example, if you’re starting a new after school program, you should provide the contact information of several parents of students in the program, a student, and the director of the program. Let these people know ahead of time and get their approval to be included.

Diffusez votre communiqué tôt le matin: cela permettra aux médias de relayer votre information dans la journée, et de rester ainsi pleinement dans l'actualité. Si une information est diffusée le soir ou en fin de semaine, les journalistes n'auront plus forcément d'espace éditorial disponible pour la traiter, notamment si d'autres évènements viennent à occuper l'espace médiatique. Si vous savez qu'un évènement (sportif, climatique, politique...) va être fortement médiatisé dans les jours à venir, reportez votre communication si cela est possible, sous peine qu'elle ne soit invisible.