Why Your Press Releases Aren’t Getting Picked Up (And How to Fix It)

You spent hours crafting your press release, sent it out to your media list, and then... crickets. No responses, no coverage, no buzz. What went wrong? If this scenario sounds familiar, you’re not alone. Journalists receive hundreds of pitches and press releases every day, so if yours isn’t cutting through the noise, it’s time to rethink your approach.

Here are some of the biggest reasons your press releases aren’t getting picked up and how to fix them.

1. Your Story Isn’t Newsworthy

Journalists aren’t in the business of promoting brands; they want stories that inform, entertain, or add value to their audience. If your press release reads like a sales pitch, it’s going straight to the trash.

How to Fix It:

• Ask yourself: Would this interest someone outside my company?
• Tie your announcement to a larger trend or issue in your industry.
• Offer exclusive data, expert insights, or a compelling human angle.

2. Your Headline Lacks Impact

Journalists scan their inboxes quickly. If your headline doesn’t grab their attention in seconds, they’re moving on.

How to Fix It:

• Keep it concise (10-12 words max).
• Highlight the most newsworthy aspect first.
• Use action words that create urgency or intrigue.
• Avoid jargon or vague statements.

Example: Instead of “XYZ Company Announces New Product Launch”, try “XYZ’s New AI Tool Solves [Industry Problem] for [Target Audience]”.

3. You’re Targeting the Wrong Journalists

Blasting your press release to a generic media list won’t get you results. If you’re not sending it to the right people, it won’t matter how well-written it is.

How to Fix It:

• Research journalists who cover your industry and topic.
• Personalize your pitch- mention past articles they’ve written.
• Make sure your story aligns with their publication’s audience.

4. Your Timing Is Off

Sending a press release at the wrong time can significantly impact its chances of getting picked up. Journalists have deadlines, editorial calendars, and breaking news to prioritize.

How to Fix It:

• Send releases early in the week (Tuesdays and Wednesdays are ideal).
• Avoid sending during major industry events or holidays.
• If possible, pitch your story before a trend peaks.

5. Your Press Release Is Too Long (or Too Short)

Journalists don’t have time to sift through fluff. If your press release is too long, they’ll lose interest. If it’s too short, they won’t have enough information.

How to Fix It:

• Keep it around 400-600 words.
• Lead with the most important details (answer who, what, when, where, and why in the first paragraph).
• Use bullet points for key facts.

6. Weak Quotes That Don’t Add Value

Journalists love a strong quote, but if yours is overly scripted or generic, it won’t do you any favors.

How to Fix It:

• Use quotes that provide insight, not just fluff.
• Have a spokesperson who can offer unique commentary.
• Avoid corporate-speak and make it sound natural.

7. No Clear Call to Action

Even if a journalist is interested, they won’t chase you down for details. If your press release doesn’t tell them what to do next, they may move on.

How to Fix It:

• Provide clear contact information (name, email, phone number).
• Offer access to high-resolution images, data, or an interview opportunity.
• If relevant, include a link to a press kit or additional resources.

8. Poor Formatting and Grammar Mistakes

A poorly formatted press release signals a lack of professionalism. If a journalist has to struggle to read it, they won’t bother.

How to Fix It:

• Use a standard press release format.
• Keep paragraphs short and use subheadings.
• Proofread multiple times before sending.

9. You’re Not Following Up

Even the best press release can get buried in an inbox. If you don’t follow up, you might be missing out on coverage.

How to Fix It:

• Wait 2-3 days before following up.
• Keep your follow-up email short and to the point.
• If they’re not interested, don’t push- ask what types of stories they are looking for instead.

Final Thoughts

Getting your press release noticed is everything about the right strategy. By refining your approach, targeting the right journalists, and crafting a truly newsworthy story, you’ll improve your chances of securing media coverage.

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