Submitting a press release sounds simple on paper. Write the announcement, upload it, hit publish, and wait for coverage. But in practice, many press releases fail quietly. No pickups. No replies. No traction.

It's kind of strange when you think about it, because the information itself is often useful.

The problem is rarely the news. It is usually the execution. Over time, several common mistakes keep showing up again and again when brands submit press release content, especially through a press release submission website. Some of these errors seem small. Others feel obvious in hindsight. Yet they continue to hurt visibility and credibility.

Let’s break them down.

Treating a press release like an advertisement

This is one of the most frequent issues.

A press release is not a sales pitch. Yet many submissions read like banner ads filled with claims, slogans, and promotional language. Journalists notice this instantly. So do editors and even automated moderation systems.

Ever noticed how releases with heavy promotion get ignored?

Media professionals look for information, not persuasion. They want clarity: what happened, why it matters, and who it affects. When the tone sounds like a marketing copy, trust drops fast.

A better approach is to share facts first. Let the value speak for itself. If the story is strong, promotion becomes unnecessary.

Weak or confusing headlines

The headline is often the first and only chance to earn attention.

Many press releases fail right here. Headlines are either too long, too vague, or packed with buzzwords that say nothing. Phrases like “revolutionary solution” or “game-changing platform” rarely explain the actual news.

Why does that happen?

Because clarity feels less exciting than hype. But clarity wins every time. A good headline states the update plainly and invites curiosity without exaggeration.

Short, direct headlines perform better. They also help search engines understand the content faster, which supports SEO visibility.

Burying the main news too deep

Another common mistake is hiding the key announcement halfway down the page.

Journalists skim. Readers skim. Search engines scan structure. When the core update appears after long introductions, interest drops quickly.

The most important details should appear early. Ideally within the first two paragraphs.

And then…

Supporting context can follow. Background, quotes, and explanations make more sense once the reader already understands the news.

Ignoring formatting and readability

Formatting is not cosmetic. It affects whether the content gets read at all.

Large blocks of text feel heavy. Inconsistent spacing looks careless. Missing subheadings make scanning difficult.

A press release should feel easy on the eyes. Short paragraphs, clear breaks, and logical flow matter more than many realize.

Anyway, this also affects how a press release submission website processes and distributes the content. Well-structured releases are easier to index and easier to share.

Using generic or unrealistic quotes

Quotes add human context. But only when they sound real.

Many press releases include quotes that feel scripted, overly polished, or empty. Statements that say everything and nothing at the same time.

Editors can sense this. Readers can too.

A strong quote reflects a real point of view or insight. It adds meaning instead of repeating the headline in different words. When quotes feel natural and specific, credibility improves immediately.

Forgetting the audience entirely

Press releases are often written from an internal perspective.

Company milestones, internal achievements, or product updates may feel important internally. But external readers ask a different question: why should this matter?

Not fully sure why this step gets skipped so often.

Every release should consider who is reading. Media professionals, potential customers, partners, or industry observers all look for relevance. When the audience is ignored, the release becomes noise.

Poor use of keywords and SEO structure

SEO matters, but overdoing it hurts more than it helps.

Some releases repeat keywords unnaturally. Others ignore SEO completely. Both approaches reduce reach.

A balanced strategy works best. Use relevant terms naturally. Place them where they make sense. Avoid forcing phrases into every paragraph.

Search engines prefer clarity, not repetition. When the writing flows naturally, SEO usually follows.

Submitting without proofreading

This might sound basic, but it remains surprisingly common.

Typos, broken links, incorrect dates, or inconsistent formatting damage credibility instantly. A single error can cause a release to be dismissed altogether.

Before submitting, every release should be reviewed carefully. Not just for grammar, but for accuracy, tone, and structure.

It's kind of funny how a small mistake can undo hours of work.

Relying only on distribution, not quality

Distribution platforms are tools, not guarantees.

Submitting a press release does not automatically create visibility. Quality still drives results. Platforms help with reach, but content determines engagement.

Releases that respect journalistic standards, reader attention, and search behavior perform better across all channels.

Final thought worth sharing

Press release success is rarely about doing something dramatic. It is about avoiding small, repeated mistakes.

Clear headlines. Honest tone. Readable structure. Relevant information.

When these basics are handled well, press releases feel natural, credible, and useful. And that is when media attention, visibility, and trust start to follow.

Not flashy. Just effective.

Digital Strategy