When it comes to free publicity, press releases are still one of the most powerful tools in the marketing toolbox. They build credibility, improve visibility, and can get your message in front of thousands through earned media. But let’s not sugarcoat it. Most press releases fail.

Why? The majority aren’t focused, formatted correctly, or newsworthy. Media professionals see hundreds of releases every day, but only a handful actually make it into the news.

So, if you’re frustrated by a lack of response to your press releases, don’t worry. You may just need a little tune-up. Before you send out your next release, take this nine-question quiz to make sure it’s polished and ready for prime time.

1. Do You Actually Have News to Share?

This may sound obvious, but many businesses push out press releases without anything truly newsworthy. If there is no actual news, editors won’t be interested.

If it doesn’t answer the question “Why would the public care?” then it probably won’t get picked up.

2. Does Your Release Have a Clear Purpose?

A press release without a goal is like a car without a driver. Every release should serve a specific purpose. Being clear about your goal will help shape your message and make your release more effective.

3. What’s the Hook?

You need to grab the reader’s attention right away. Editors are busy, and you only have a few seconds to stand out. Start strong and stay focused.

There are two basic styles of writing a release:

• News-style: This follows the inverted pyramid structure. Lead with the most critical information and work your way down to background details. Make sure to answer the five W’s: Who, What, Where, When, and Why.
  
  
• Feature-style: This is more narrative and can be more relaxed. It is suitable for human interest stories or lifestyle topics. Lead with a compelling detail or quote and build the story around it.

Just remember to stick with one style throughout the release. Switching between styles makes the release confusing and less effective.

4. Is the Formatting Professional?

Poor formatting can kill a good story. If your press release is hard to read, looks sloppy, or doesn’t follow accepted standards, editors will likely skip it.

Keep these formatting basics in mind:

• Use a clear, bold headline followed by a subhead if needed
• Include a dateline with the city and date
• Keep the body single-spaced with paragraphs separated by a line
• Stick to a standard font and font size (Times New Roman or Arial, size 12)
• Keep it to one page whenever possible
• Include contact details and a boilerplate at the end

While AP style is commonly used in journalism, it is fine to use your organization’s house style as long as you are consistent.

5. Are You Using Quotes Effectively?

Quotes bring your press release to life. They add a human element and offer a way to include opinions or promotional messages without breaking objectivity.

Two key benefits of using quotes:

• They give the reader insight into your brand’s voice or leadership
• They allow you to express opinions or values that might not fit into the main body

Keep your quotes short and meaningful. Avoid hype and fluff. A good quote supports your news and makes the story feel more relatable.

6. Are You Telling a Story?

Every good press release tells a story. Even a new hire can be framed within a larger context.

Structure it so the reader can follow along easily. Start with the news, explain why it matters, then provide background information and supporting details. Think of your press release as a miniature article. If someone else can’t summarize your story in one sentence, it might need more clarity.

7. Is It Concise?

A press release is not the place for long-winded explanations or unnecessary detail. Time is short and so is attention span.

General guidelines:

• Keep it between 400 and 500 words
• Use short paragraphs and simple language
• Get to the point quickly
• Cut any sentence that doesn’t add value

One page is ideal. If you need to include more, use links or add a separate background document.

8. Is It Helpful to Editors?

Editors and journalists appreciate press releases that make their job easier. You should provide enough detail so they can turn it into a story without having to chase you for additional information.

Include:

• Names, titles, and roles of key people
• Contact information
• Quotes and relevant data
• A clear explanation of the news value
  
  

At the end, always include your press contact’s name, email, and phone number in case the journalist has questions or needs clarification.

9. Have You Proofread Carefully?

Even the best-written press release can be ruined by typos or grammar errors. It signals a lack of professionalism and can damage your brand’s image.

Here’s a quick editing checklist:

• Read it out loud to catch awkward phrasing
• Run it through a grammar and spell checker
• Double-check names, dates, and titles
• Have at least one other person review it
  
  

Professionalism matters, and a clean release sends the right message.

So, how did your press release score? If you answered yes to most or all of the questions above, you’re on the right track. A clear, concise, and well-structured release will always outperform one that is rushed or vague.

Remember, a press release isn’t just about spreading information. It’s a tool to get real media attention, build your reputation, and increase your visibility.

So take your time. Get it right. And watch the results roll in.