Press releases are vital tools in the PR armoury. Here are seven ways that you could end up firing blanks;
1. Have no obvious angle or hook. Journalists need to have an angle for every story. If your press release doesn't have one in the first few words, it will end up in the bin.
2. Deliver an old story. There must be an element of "news". If the story has been covered before, or happened a long time ago, there won't be any journalistic interest
3. Have a confusing headline. Does your headline pass the "poster test"? Trying to be too clever, with puns or double meanings, can backfire.
4. Cram in too much information. If the story is not obvious, the release is not doing its job.
5. Don't bother with quotes. In order to give real interest to a story, quotes are vital.
6. Avoid any controversy. Don't be boring - would you read a boring article?
7. Give only email contact details. Better make sure you take your computer to bed if you do this.