Publishing a press release through AP News can elevate your brand, generate media interest, and drive targeted traffic to your business. However, many companies fail to fully leverage this opportunity due to avoidable mistakes in their press release strategy. In 2025, the competition for media attention is fiercer than ever. This makes it critical to develop a flawless press release that aligns with editorial standards and engages journalists and readers alike.
In this guide, we will explore the most common mistakes businesses make when preparing their AP News press release and provide actionable tips to ensure your release gets the attention it deserves.
Why AP News Press Release Distribution Matters in 2025
Before diving into the mistakes, let’s briefly highlight the advantages of getting featured on AP News:
Enhanced Credibility
AP News is a globally recognized and trusted media outlet. Being featured here boosts your brand’s credibility and authority.
Increased Visibility
A press release on AP News reaches journalists, newsrooms, and potential customers across the country and worldwide.
SEO and Backlink Benefits
Press releases on AP News often include backlinks to your site, which can contribute to improved search engine rankings.
Greater Media Pickups
Well-crafted AP News press releases are frequently picked up by other high-authority news platforms, extending your reach further.
Top Mistakes to Avoid in Your AP News Press Release Strategy
1. Lack of a Clear News Angle
Problem:
Many businesses submit press releases that read more like advertisements than news. Editors at AP News are looking for stories with real news value.
Solution:
Focus on a specific, newsworthy angle. Examples include product launches, partnerships, milestones, awards, or industry insights. Ask yourself: “Would this interest a journalist?”
2. Weak or Vague Headlines
Problem:
A dull or unclear headline will likely get ignored. The headline is the first thing journalists and readers see—it needs to hook their attention.
Solution:
Write a concise, compelling headline that summarizes the key point of your story. Avoid excessive jargon and aim for clarity and impact.
3. Poor Formatting and Structure
Problem:
A press release with no structure or one that’s cluttered with dense paragraphs will deter editors from reading further.
Solution:
Use a proper press release format:
Title and subhead
Dateline and location
Strong opening paragraph
Body with quotes, facts, and supporting details
Boilerplate about your company
Contact information
Break the content into short paragraphs and include subheadings when needed.
4. Overuse of Promotional Language
Problem:
Too much hype or salesy language can discredit your press release and cause editors to reject it.
Solution:
Keep the tone objective and informative. Avoid words like “amazing,” “revolutionary,” or “best ever.” Let the facts and quotes do the talking.
5. Neglecting SEO Best Practices
Problem:
Failing to optimize your press release can limit its reach online. Without proper keywords or formatting, your release may not rank well in search engines.
Solution:
Use relevant keywords like “AP News press release,” “press release distribution,” and “2025 media coverage” naturally throughout the content. Add internal links (if applicable) and ensure all URLs are clean and functional.
6. Missing a Compelling Quote
Problem:
A press release without quotes feels impersonal and lacks authority.
Solution:
Include at least one quote from a company executive or spokesperson. The quote should add insight, perspective, or enthusiasm about the announcement.
7. Failing to Include Multimedia
Problem:
A text-only press release is less engaging and more likely to be overlooked, especially on digital platforms.
Solution:
Where possible, include a high-quality image, video, infographic, or logo. Visuals increase reader engagement and help tell your story more effectively.
8. Skipping the Boilerplate
Problem:
Without a boilerplate, readers and journalists won’t have a clear understanding of who you are.
Solution:
End your press release with a brief company description, including what you do, your mission, and your website link. Keep it to one paragraph.
9. Not Targeting the Right Distribution Channels
Problem:
Submitting to AP News is valuable, but it shouldn’t be your only channel.
Solution:
Combine your AP News distribution with other platforms like Business Wire, PR Newswire, and Monday Newswire to maximize reach. Use targeted email outreach and social media to further distribute your release.
10. Failing to Proofread and Edit
Problem:
Typos, grammar errors, and factual mistakes can ruin your credibility.
Solution:
Always proofread your press release before submission. Use tools like Grammarly or ask a colleague to review it. Ensure all names, titles, and statistics are accurate.
Practical Tips for a Winning AP News Press Release in 2025
Focus on Timeliness
Make sure your news is relevant and current. Timeliness increases your chances of media pickup.
Understand AP Style Guidelines
AP News follows AP style writing. Familiarize yourself with it to improve your acceptance rate.
Keep It Brief
Aim for 400–600 words. Editors prefer concise, to-the-point content that delivers value quickly.
Add a Call to Action
Invite readers to visit your website, sign up for an event, or contact your team. Be clear and specific.
Final Thoughts
Avoiding common mistakes in your AP News press release strategy can significantly improve your media success in 2025. From writing a strong headline to structuring your content correctly and staying true to journalistic standards, every detail counts. Take the time to plan, write, and distribute your press release strategically, and you’ll increase your chances of standing out in a crowded news landscape.
With a refined approach, your press release won’t just be published—it will be noticed, read, and remembered.
