Some of the most common mistakes in press releases include simple problems with content. Use of all caps is one example; this is often done in order to draw attention to important words and phrases, but it appears unprofessional. It is important to avoid grammatical errors as well. Another thing to avoid is the “direct address,” which is where press release writers use the second person; this makes the press release read like an advertisement. Hype flags should also be avoided; these include hyperbolic language, excessive use of words like “best” and “free,” and excessive use of exclamation points. This will trigger spam filters and take away credibility with readers.
