A press release that generates a one-page article in a high-circulation publication is worth more than six times the value of equivalent advertising space.
- However, less than 60 per cent of press releases ever get printed much less lead to interviews, articles or sales.
- There are many reasons for this, but the most obvious one is sloppy copy. It is the kiss of death for any business or author.
If your copy lacks sparkle and a professional feel or is chockfull of errors, it might confuse your target reader at best. He or she WILL certainly think that you are either partially illiterate or remarkably inconsiderate and will immediately form a negative impression of you. Your credibility is lost , and so is your news release; off it promptly goes straight into the circular file (aka bin).
Even a single spelling or grammatical error can destroy everything. So do make sure you thoroughly read through and check ALL your copy before publishing it or sending it out to your target market.
But do not rely on your computer’s spellchecker: this has been proven to miss even the most obvious of errors.
