Submitting a press release sounds simple on the surface. Write the news, upload it, and hit publish. And yet, many press releases fail to get attention, coverage, or even basic engagement. It's kind of strange when you think about it, because the effort is usually there

Over time, certain patterns keep showing up. Small mistakes, repeated again and again, quietly reduce the impact of otherwise good announcements. Ever noticed how some releases look fine but still go nowhere? That usually does not happen by accident.

Below are the most common mistakes brands, startups, and even experienced marketers make when they submit press releases —and why these issues matter more than most people realize.

Treating a press release like an advertisement

This is probably the most frequent problem.

A press release is not a sales page. Yet many submissions read like one. Too many promotional phrases, exaggerated claims, and direct selling language make journalists pull away almost instantly.

Media professionals look for information, relevance, and clarity. When a release sounds like an ad brochure, it loses credibility. Honestly, it creates friction before the message even lands.

A simple check helps here: if the release feels uncomfortable to read aloud in a newsroom, it is probably too promotional.

Writing without a clear news angle

Another common issue is unclear news value.

Announcements often say something happened but never explain why it matters. New feature launches, partnerships, hiring updates—none of these work unless the angle is clear.

Why should a journalist care?

Why should readers stop scrolling?

Not fully sure why this gets skipped so often, but many releases focus on internal excitement rather than external relevance. A press release should always answer one quiet question in the reader’s mind: why now?

Weak or confusing headlines

Headlines matter more than many realize.

A vague headline, a clever but unclear headline, or a keyword-stuffed headline all create the same result: low interest. Journalists skim quickly. Algorithms do the same.

A good headline should explain the news in one clear breath. No puzzles. No hype. Just clarity.

It's kind of funny how often the most important line is rushed at the last minute.

Ignoring formatting and structure

Formatting is not decoration. It is communication.

Large blocks of text, missing line breaks, and poor paragraph flow make press releases harder to scan. Journalists often read dozens of releases daily. Anything that slows them down gets skipped.

Short paragraphs, clean spacing, and logical flow help the message land faster. Proper formatting also improves readability for search engines, which matters more now than ever.

And then there is the quote section. Quotes should add insight, not repeat the headline in a longer sentence.

Forgetting the audience is not internal

Many press releases sound like internal emails.

They reference internal processes, company nicknames, or context that only team members understand. External readers are left guessing.

A release should assume zero background knowledge. That does not mean oversimplifying, but it does mean explaining relevance clearly.

Anyway, clarity always beats cleverness in press communication.

Overusing keywords or forcing SEO

SEO matters. But forcing it hurts more than it helps.

Press releases overloaded with repeated keywords feel unnatural. Search engines recognize this, and so do editors. The result is lower trust on both sides.

Balanced SEO is quiet, almost invisible. That is usually the sign it is done right.

Submitting without proofreading

Typos still happen. Broken links still appear. Incorrect company names still slip through.

These details might seem small, but they signal carelessness. Media professionals notice immediately. A single broken link can quietly end interest.

Proofreading is not optional. Reading the release once is not enough. Reading it as someone unfamiliar with the brand makes a difference.

Why does this happen so often? Probably speed. And speed is rarely rewarded in press distribution.

Choosing the wrong distribution platform

Where a press release is submitted matters just as much as what it says.

Low-quality platforms, irrelevant categories, or poor geographic targeting limit reach. Some releases never reach the right journalists simply because they were placed incorrectly.

Distribution should match the industry, region, and audience. A good platform improves visibility. A bad one creates silence.

This is where strategy quietly does most of the work.

Expecting instant results

One final mistake deserves mention.

A press release is not a magic switch. Coverage, backlinks, and authority build over time. Expecting immediate media attention leads to frustration and rushed changes.

Press releases work best as part of a long-term communication strategy. Consistency builds recognition. Recognition builds trust.

But here’s the thing—when done correctly, the results usually come.

A quick thought worth sharing

Most press release failures do not come from lack of effort. They come from small, avoidable mistakes that stack together. Fixing clarity, structure, tone, and relevance changes everything.

Press releases still work. They just demand precision, patience, and respect for how media actually operates.

And once those basics are handled properly, the difference becomes very noticeable—sometimes faster than expected.