How to Increase the Chances of Press Release Acceptance: Mistakes to Avoid

Every day, thousands of press releases flood journalists’ inboxes, media wires, and digital platforms—at a time when traditional media is under pressure like never before. Newsrooms are shrinking, attention spans are shorter, and fewer journalists are available to review the endless stream of announcements that hit their desks.

To understand the bigger picture, take a look at The Decline of Traditional Media: A Crisis in Journalism.

The harsh truth? Even well-intentioned press releases get ignored because of avoidable mistakes. Whether it’s formatting issues, unclear messaging, or missing contact info, a small error can mean your announcement never gets seen. If your content lacks any of these, it might go ignored—or worse, land straight in the trash.

To help you avoid that outcome, we’ve gathered the most common errors that can get a press release rejected or overlooked, plus tips on how to fix them. This is a detailed guide, so feel free to scroll through the sections most relevant to you.

1. Weak or Vague Headlines

Your headline is the first thing anyone sees, and if it’s bland or too vague, most people won’t even open the email or click the link. A headline like “Company Announces Exciting News” says absolutely nothing.

Instead, focus on clarity and specificity. What exactly is the news? Who is it relevant to? How will it make an impact?

Need help writing better headlines? Read our guide on Writing a Compelling Headline for a Press Release.

2. No Real News Value

Not every internal company update qualifies as news. Announcing that you’ve updated your logo or moved offices might be exciting for your team—but that doesn’t mean journalists will care.

Your press release needs to offer something relevant, timely, and ideally, tied to a broader industry trend or audience benefit.

Tip: Ask yourself, “Would someone outside my company find this interesting or useful?”

3. Overuse of Jargon and Fluff

We get it—you want your brand to sound professional. But filling your press release with buzzwords and vague phrases (“disruptive platform,” “leading innovator,” “synergistic solution”) will just confuse readers and turn off journalists.

Use clear, direct language. Write like a human. The more your release reads like real news, the better.

4. Bad Timing

Even the best press release can get buried if it's sent at the wrong time. Distributing your news during a major global event, industry scandal, or peak holiday period can all but guarantee it will be overlooked.

If journalists are focused on bigger stories, they won’t have time—or space—for your announcement.

Tip: Always check the news cycle and consider what else is competing for attention before scheduling your release.

5. Misleading or Clickbait Titles

Using a sensational headline that doesn’t reflect the content of your press release is one of the fastest ways to lose trust. Journalists and readers feel misled, and your credibility takes a hit.

A strong headline should tease the content accurately—not oversell or misrepresent it. Stick to facts, not hype.

6. Embargo Missteps

Embargoing a press release—asking media not to publish the news until a certain time—can be useful when handled properly. But problems arise when you give select outlets a green light to publish early, breaking your own embargo. This creates frustration and distrust with other journalists who respected the timeline.

Tip: If you’re using an embargo, stick to it and apply it consistently across all outlets.

7. Targeting the Wrong Journalists

Blasting your press release to a generic or irrelevant media list is a fast track to getting ignored. Sending fashion news to an IT journalist—or tech updates to a sports editor—only shows you haven’t done your homework.

Do your research. Tailor your distribution to the right beat reporters, editors, or influencers who actually cover your topic. Personalized outreach always performs better.

8. Not Updating Your Media List

Using an outdated media database can be just as damaging as targeting the wrong people. Journalists switch roles and beats often, and if your list isn’t current, your press release might never reach the right inbox—or bounce entirely.

Make it a habit to regularly verify and refresh your media contacts. A well-maintained list is key to effective distribution.

Blasting your press release to a generic or irrelevant media list is a fast track to getting ignored. Sending fashion news to an IT journalist—or tech updates to a sports editor—only shows you haven’t done your homework.

Do your research. Tailor your distribution to the right beat reporters, editors, or influencers who actually cover your topic. Personalized outreach always performs better.

9. Be Realistic About Your News

It’s essential to assess the relevance and potential reach of your announcement. Not every story is suited for national or international distribution. A hyperlocal event—like sponsoring a neighborhood initiative or relocating your small office—is unlikely to make it into national headlines.

Trying to oversell local updates to major outlets can damage credibility. Instead, align the scale of your story with the appropriate media tier: local press, trade publications, or niche online platforms.

It’s important to be realistic about the reach of your announcement. A hyperlocal story—like sponsoring a neighborhood event or moving offices—likely won’t make it into national headlines. If you pitch local news to major outlets, you risk being seen as out of touch.

Tip: Match the relevance of your news to the right type and level of media outlet. For local or niche announcements, target local press or industry-specific media.

10. Missing the Who, What, When, Where, Why

This sounds basic, but it’s surprisingly common. Every press release should clearly answer these five questions in the first paragraph. If readers have to dig to figure out what’s happening, you’ve already lost them.

11. No Contact Information

Believe it or not, some press releases still go out without a media contact. If a journalist wants to follow up and can’t find a name or email address, that opportunity is gone.

Always include a media contact with a full name, email, phone number, and company role.

12. Not Following Press Release Format

Editors and journalists expect a certain structure, and if your release doesn’t follow it, it might get skipped simply because it’s harder to process.

Stick to a standard format: headline, subheadline, dateline, lead paragraph, body, boilerplate, and media contact.

Pro tip: Distribute your press release through a service that checks for formatting issues and ensures everything’s in place. Here’s how we do it at túatú Press Release Distribution.

13. Forgetting to Proofread

A press release with typos, grammatical mistakes, or inconsistent branding can damage your credibility. It looks unprofessional and signals a lack of attention to detail.

Always proofread your release—or better yet, have someone else do it with fresh eyes. Also, don’t forget that search visibility matters. To make sure your content is discoverable by search engines and even AI tools, check out our guide to Optimizing Press Releases for SEO.

14. Don’t Underestimate Your Story

While some press releases get ignored for being too small, others get overlooked because the sender didn’t think the news was big enough to matter. The truth? Even niche announcements can gain traction when pitched to the right outlet.

If your story has a unique angle, social relevance, or unexpected data—it may resonate more than you think. Sometimes the surprise hits come from where you least expect them.

15. Ask for Help When It’s Important

If your announcement is important to your company or brand, don’t go it alone. Reach out to a PR professional who can help you shape the message, time the distribution, and tailor the content for maximum pickup.

Getting expert feedback early can save you from making simple mistakes that reduce your chances of success.

Why Press Releases Still Work

Press releases remain one of the most effective ways to capture media attention, generate brand visibility, and reach a broad or targeted audience—if done right. They offer a structured, scalable way to get your message out there and serve as a valuable foundation for long-term communication strategies.

Used strategically, a press release allows you to control your narrative and align your messaging with your goals. Whether you're looking to build credibility, attract media coverage, or improve your SEO, this simple format still delivers results—especially when tailored to the right channels and audiences.

When done right, a press release can strengthen your brand and build valuable media relationships. But careless mistakes can make your story invisible—or worse, hurt your reputation. and build valuable media relationships. But careless mistakes can make your story invisible—or worse, hurt your reputation.

Want to ensure your press release gets the attention it deserves? Our International Press Release Distribution with Guaranteed Publications service puts your news in front of the right outlets with precision, structure, and results.

Let túatú help you publish smarter, not harder.