There is no doubt that a press release can be a fantastic communication tool for any business. When used properly, it helps companies announce important developments, reach journalists, increase brand visibility, and build credibility across search engines and media channels. Using professional press release distribution services, organizations can amplify their message and ensure that news reaches the right audiences.

However, not every company announcement should become a news release.

In fact, one of the most common mistakes businesses or organizations make is sending news about information that is simply not newsworthy. When organizations treat press releases as routine marketing announcements rather than strategic communications to actually engage the media, they risk weakening the effectiveness of their messages and damaging their credibility with journalists and readers.

Understanding when not to issue a news announcement is just as important as knowing when to distribute one.

Here is an example of a good news article from a local hockey team that made a notable advancement in the world of hockey and would be of interest to the local community: the Utah Lady Grizzlies press release.

The most successful companies use media release distribution selectively and strategically, focusing only on announcements that genuinely matter to their audience.

Weak Announcements That Lack Real Impact

One of the most common situations we see at 24-7 Press Release is when businesses consider issuing a company announcement for news that is simply too minor to justify formal distribution.

Media announcements are most effective when they communicate developments that represent a meaningful step forward for a company or organization. These could include major product launches, leadership changes, partnerships, funding rounds (example here), industry awards, or expansion into new markets.

Announcements that are too small or routine may not justify contacting the media.

Examples of weak announcements might include small internal changes, minor product tweaks, or routine operational updates. While these developments may be important internally, they may not be significant enough to attract attention from journalists or readers.

When a press release distribution platform is flooded with low-impact announcements, it becomes harder for truly important news to stand out. A thoughtful news service encourages companies to focus on meaningful milestones rather than publishing every internal update. Unfortunately, we deny several announcements each week.

By reserving your news for significant developments, organizations maintain credibility and increase the likelihood that their announcements will gain traction.

Self-Promotional Fluff Without Substance

Another situation where companies should avoid sending news is when the announcement is purely promotional and lacks real substance.

What organizations really need to understand is that a press release is not an advertisement. They are structured announcements intended to communicate information relevant to media outlets, industry professionals, or the public. When an announcement reads like marketing copy filled with exaggerated claims or vague statements, it often fails to resonate with journalists or readers.

Self-promotional language can include phrases such as “the best,” “the most innovative,” or “the leading solution” without supporting evidence or meaningful context.

A strong release focuses on facts and developments rather than marketing hype.

For example, instead of simply claiming that a product is revolutionary, an effective press release explains what the product does, how it improves on existing solutions, and why it matters to customers or the industry.

A reputable service encourages organizations to prioritize clarity and credibility over promotional language. By doing so, companies ensure their announcements maintain a professional tone and are taken seriously by media professionals.

Announcements Without a Clear News Angle

A formal announcement should always answer one key question: why does this matter now?

Without a clear news angle, even well-written announcements can struggle to generate interest. Journalists and readers look for timely developments, meaningful insights, or industry relevance when deciding whether to engage with a story.

If an announcement does not have a clear reason for being shared at this moment, it may not be suitable distribution to the media.

For example, companies sometimes attempt to issue news simply to maintain visibility or generate content for search engines. While maintaining visibility is important, a press release is most effective when tied to a genuine event or milestone.

Newsworthy angles often include:

• A new product or service launch
• A significant partnership or collaboration
• Expansion into a new geographic market
• A leadership appointment or executive change
• A major funding round or investment announcement
• Recognition through an industry award

Without one of these or a similar development, your news story may feel forced or artificial.

We cannot stress enough that sending your news works best when there is a clear story to tell.

Poor Timing Can Reduce Impact

Even a strong announcement can lose momentum if it is released at the wrong time.

Timing plays an important role in the success of sending news. For example, announcements released during major industry events, holidays, or periods of intense news activity may struggle to garner media attention.

Organizations should also consider whether their announcement is truly ready to be shared. Releasing news before details are finalized or before supporting materials are prepared can lead to confusion or missed opportunities. At 24-7 Press Release, we have had a few occasions where an organization prematurely sent an announcement, only to have to issue an updated release to correct the information.

In some cases, waiting a few weeks can dramatically improve the impact of a press release. Aligning announcements with product launches, industry conferences, or market developments can create stronger momentum and increase the likelihood of media coverage.

Lack of Supporting Assets

Another reason to delay sending information is if supporting materials are not completed or available. Wait until they are actually in hand. We have had situations where a customer gets their press release set up and date picked for distribution with the intent of logging back in at a later date, prior to distribution to add further materials like PDF’s, images, etc. to realize that they did not receive the information on-time and their news was sent out without all the supporting documents.

Press releases absolutely perform better when accompanied by additional assets that help tell the story more effectively. These assets can include images, executive quotes, product photos, data insights, or links to additional information. See one of our previous articles about the importance of attachments and images here.

Without these elements, a news release may feel incomplete. Especially visuals (that you have the rights to use).

Journalists and readers often want context beyond the announcement itself. Visuals, statistics, and expert commentary can transform a simple statement into a compelling story.

Examples of useful supporting assets include:

• High-quality product images
• Executive or founder quotes
• Data points or industry insights
• Links to reports or research
• Videos or demonstrations

When these assets are included, your story becomes more effective because the announcement provides a complete narrative rather than just a brief statement.

Companies should ensure that these materials are prepared before issuing a story whenever possible.

Strategic News Distribution Builds Credibility

One of the biggest misconceptions about a press release is that more announcements automatically lead to greater visibility. In reality, the opposite is often true. When companies issue stories too frequently (particularly if the story doesn’t change much) or without clear news value, their announcements can begin to blend into the background. Over time, journalists and readers may pay less attention to the organization’s communications.

Strategic distribution focuses on quality rather than quantity.

Knowing When to Wait Strengthens Your Message

Choosing not to send a story can sometimes be the most strategic decision.

Waiting until an announcement is truly newsworthy allows organizations to craft stronger narratives, gather supporting assets, and align their messaging with meaningful developments. When the right moment arrives, the resulting news is far more likely to resonate with journalists, customers, and industry stakeholders.

Conclusion:

The press release remains one of the most effective tools for communicating business news. But their effectiveness depends on thoughtful use.

By avoiding weak announcements, self-promotional fluff, unclear news angles, poor timing, and incomplete materials, companies can ensure their distribution efforts remain credible, impactful, and worthy of attention.

In an era where content is everywhere, selective communication stands out.

The most effective organizations understand that this tool should not simply fill space. It should tell a story that matters.