Sharing your news is one thing. Making journalists want to read it is another. Ending up in unread emails is a situation every public relations professional wants to avoid. Yet it remains common. According to Mediaddress's Journalists and Press Offices 2026 report, only 11 out of every 100 press releases received are useful to journalists. So how do you write a press release that is relevant and usable for the media? Here are the five most common mistakes to avoid.
Mistake 1: Writing an overly promotional press release
A press release is not a marketing brochure. Its role is to inform, not to sell. Using superlatives such as "revolutionary," "unmatched," or "disruptive" can undermine the credibility of your message. According to 72% of journalists surveyed by Mediaddress, overly promotional content is viewed very negatively and is likely to "end up in the trash."
Journalists are primarily looking for factual, contextualized, and verifiable information. As Nicolas Berrod, deputy health editor at Le Parisien, explained in our PR Keys series, "in short, when I read a press release, I want to access the raw information very quickly. I need it to be clear: what is new? Why does it matter? Why would it interest Le Parisien? And above all, how does it connect to current events? Why is it a story now when it was not two months ago?"
In practical terms, a statement such as "our revolutionary solution transforms the customer experience through unmatched technology" provides no journalistic value. By contrast, writing that "the platform reduced order processing times from 48 hours to 6 hours, according to a study conducted with 1,200 customers between January and March 2026" offers specific, verifiable, and immediately usable information.
Mistake 2: Sending a press release without a news angle
A press release without a clear angle will never reach its target effectively. One of the most common mistakes is trying to say everything at once: presenting the company, reviewing its history, and announcing several developments in a single release. A press release that simultaneously announces the opening of a new subsidiary, a recruitment campaign, and a product launch gives journalists no clear narrative. Every communication should revolve around one strong and clearly identified piece of news. As Fabrice Cousté, real estate journalist and host of SMART IMMO, recently explained, "communications professionals must put themselves in journalists' shoes (...) a press release must meet the same requirements as an article. The headline and opening need to be carefully crafted." Before writing, answer a simple question: why does this information deserve coverage right now?
Mistake 3: Publishing unsupported or incomplete information
According to Cision's latest State of the Media 2026 report, combating misinformation is one of the main challenges facing newsrooms. In this context, distributing unverified or incomplete information can damage relationships with the media. A statement such as "9 out of 10 companies improved their performance thanks to this approach" has little value if it is not accompanied by an identifiable source and a clear methodology. Every claim should be verifiable. It is essential to identify quoted experts, specify the origin of any studies mentioned, and provide a press contact who can respond quickly to journalists' follow-up questions.
Mistake 4: Sending your press release to the wrong journalists
Mass emailing unqualified contact lists remains a common mistake. According to Mediaddress, 81% of journalists ignore press releases because the topic does not match their area of coverage. A health reporter does not cover the same stories as a business, technology, or international affairs journalist. Sending information to the wrong contact is counterproductive and can damage long-term relationships with newsrooms. Before every distribution, it is essential to verify the topics a journalist covers, the formats they prefer, and the stories they have recently worked on.
Mistake 5: Using overly technical language
Acronyms, technical jargon, specialist vocabulary, and excessive use of anglicisms can make press releases harder to understand and less effective. According to Romain Schneider, sports journalist at Le Figaro, interviewed in our PR Keys format, "I often come across language that is far too technical, particularly in less widely covered sports." The goal is to make information accessible. Short sentences and clear vocabulary improve readability. For example, instead of writing, "an HCP-index certified course compliant with R&A and USGA standards in a links environment", consider writing, "a course approved by the federation and accessible to players of all skill levels."
According to Mediaddress, press releases are now the second most important source of information for journalists. A clear angle, reliable data, accurate targeting, and accessible writing are among the essential conditions for capturing media attention.
