When people write a press release, they usually make one subtle mistake–a mistake that ruins their chances of success before they ever send the press release out.
They think the purpose of the press release is to spread the word about a business.
Of course, that’s the ultimate goal: to get coverage. But the real purpose, at least for the editor who reads it, has nothing to do with your company.
The real purpose is to make life easier for the editors and writers you contact.
Editors look at hundreds of press releases every single day.
Just let that sink in for a minute. Imagine reading 200 press release headlines every day. It takes hours and hours to go through all of them, and the most an editor can hope for is that a few of them make for an interesting story.
If it’s not instantly clear how the writers could drum up a story with your press release, the editor will most likely pass on it.
But if you can create a press release that presents a clear, interesting story right off the bat, then you make life easier for the editor.
And that’s how you get coverage for your business.