Atrocious ad copy is not suited for a press release. If you are thinking and writing like an ad … you will not get pick up. Always think like an objective journalist and have a sense of perspective about who you are and what you are selling. Under any circumstances, do not excessively use trademark symbols, overblown quotes and puffed-up claims. This will guarantee your release will make it into the “special file” (a.k.a. trash can).
Getting too close to your product. If you spend all day eating, breathing and sleeping paperclips, it’s easy to fall into the delusion that the latest purple paperclip you invented is the best thing since sliced bread. If you are planning on sending in a release to paper clip weekly, they might agree with you. The New York Times however, may have a different opinion. In deciding what’s newsworthy and how to present this information to the media; take a step back and look at your company/product as an outsider might. If you cannot do this, ask your family or friends. Just don’t ask grandma, she will probably agree the purple clip is the greatest thing since sliced bread.
Obsessing over the big guys. Maybe you will really get on Oprah. Maybe you will also win the Mega Millions and never have to work again. (P.S. Every publicist said hallelujah and kissed the ground when Oprah moved to her “OWN” network.) However, you may want to have a backup plan, just in case your first media appearance is not on one of the major shows, being that there are 10 million other people who have the same dream. It is fine to think big, but smart publicity seekers know that getting actual coverage is better than chasing a pipe dream. Contact camp Oprah, but also send your media kit into local papers, radio stations, etc. Many small businesses have found success and have built a platform on starting out with the “small” guys. The bottom line is that you need coverage – anywhere and anyway you can get it (within reason). Dreamers Dream. Publicists get publicity.
