Press releases help SaaS companies share news and build credibility. Many fail because they sound like ads instead of real stories.
Journalists skip them when they lack value or relevance. A good press release explains why the news matters, not just what it is. SaaS brands must focus on clear messaging, timing, and audience fit.
In the sections below, we have explained the main press release mistakes SaaS companies make and how to fix them.
The Biggest PR Mistakes SaaS Companies Make (and How to Fix Each One)
Mistake 1: Treating PR Like Paid Promotion
Many SaaS companies write press releases that sound like sales copies. They focus on features and product claims instead of real news. Journalists do not want ads; they want stories that matter to their readers. A press release distribution that looks promotional loses credibility fast.
Fix: The right fix is to change the approach. Use the press release to share company milestones, product impact, or market insight. Make it informative and factual. When the tone feels genuine and clear, it earns attention from media outlets and readers who trust objective news.
Mistake 2: No Clear Positioning or Story
Many SaaS press releases fail because they lack a strong story. Readers and journalists do not connect with plain product updates. Without a clear message, even good news gets ignored. A SaaS company must explain why the update matters and how it solves a real problem.
Fix: The fix is to build a simple story around the announcement. Start with the reason behind the news, add real outcomes, and end with how it helps users or the industry. A clear story makes the press release memorable and gives it a stronger chance of media coverage.
Mistake 3: Ignoring Audience and Media Relevance
Many SaaS companies send the same press release to every outlet they can find. Journalists receive hundreds of releases daily, and most never open irrelevant ones. When the topic does not match the publication’s focus, it gets ignored immediately.
Fix: The fix is to target the right media. Build a list of outlets that cover SaaS, technology, or your specific market. Study what kind of stories they publish. Send a press release that fits their audience. Relevance makes it easier for journalists to see the value and share your news.
Mistake 4: Poorly Timed Announcements
Many SaaS press releases fail because they go out at the wrong time. Companies often publish during busy news cycles or when no one is paying attention. Even strong stories get buried if timing is off.
Fix: The fix is to plan release dates carefully. Avoid major event days or crowded industry moments. Use data or insights to find when your audience and journalists are most active. A well-timed press release gets higher visibility and better chances of media pickup.
Mistake 5: Weak Press Release Structure and Content
Many SaaS press releases lose impact because they lack clear structure. Journalists want quick facts, not long marketing text. When key details hide in cluttered writing, the story loses value.
Fix: The fix is to follow a simple format. Start with a strong headline that tells the main news. Add a short summary with who, what, when, and why. Include quotes, data, or results that prove credibility. End with a clear call to action or company background. A well-structured press release looks professional and keeps readers engaged.
Mistake 6: Neglecting Thought Leadership
Many SaaS press releases focus only on products or updates. They miss an opportunity to show expertise. Journalists value insights and expert opinions more than simple announcements.
Fix: The fix is to include thought leadership in your press releases. Add quotes from founders or industry experts. Share unique perspectives or market insights. When a press release positions your company as knowledgeable, it builds credibility and increases the chances of media coverage.
Mistake 7: Not Measuring PR Impact
Many SaaS companies send press releases without tracking results. They focus on how many outlets saw the release rather than real outcomes. Without measurement, it is hard to know what works and what fails.
Fix: The fix is to track meaningful metrics. Monitor backlinks, referral traffic, media mentions, and audience engagement. Use these insights to improve future press releases. Measuring impact ensures every release contributes to growth and credibility.
Mistake 8: Lack of Consistency in PR Efforts
Many SaaS companies treat press releases as one-time tasks. They only publish news during product launches or funding announcements. Sporadic releases fail to build ongoing visibility and trust.
Fix: The fix is to create a consistent schedule. Plan regular press releases, even for smaller updates or achievements. Consistent communication keeps your brand visible, helps journalists remember your company, and strengthens credibility over time.
Mistake 9: Overlooking the Power of Social Proof
Many SaaS press releases ignore customer stories, reviews, or case studies. Without proof, news can feel empty or unconvincing. Journalists and readers trust results, not just claims.
Fix: The fix is to include social proof in press releases. Highlight customer success, testimonials, or measurable outcomes. Adding real-world results makes the news credible and increases the chance of media coverage.
Mistake 10: DIY PR Without Expert Guidance
Many SaaS companies try to handle press releases alone. They lack media connections, experience, or knowledge of what works. As a result, even strong news may not get picked up.
Fix: The fix is to seek expert guidance when needed. Work with PR professionals or specialized SaaS press release platforms. Expert support helps craft better releases, reach the right journalists, and increase media visibility efficiently.
Final Thoughts
Press release mistakes can slow growth, but each one offers a chance to improve. Correcting errors like weak structure, poor timing, or lack of social proof strengthens credibility and media attention.
SaaS companies that focus on clear messaging, relevant storytelling, and consistent releases earn more visibility and trust over time.
Learning from past missteps makes future press releases more effective and helps the brand grow.
Frequently Asked Questions
What are the most common press release mistakes SaaS companies make?
SaaS companies often treat press releases like ads, skip clear storytelling, ignore audience relevance, publish at the wrong time, or fail to provide social proof and measurable impact.
How can I make my SaaS press release more effective?
Focus on a clear story, relevant audience, strong structure, proper timing, and include expert quotes or customer success examples. Measuring performance helps improve future releases.
Why do SaaS press releases fail to get media coverage?
Failures usually happen because the release lacks news value, reads like a sales pitch, is sent to irrelevant journalists, or is poorly timed.
How often should a SaaS company issue press releases?
Regular releases are best. Even small updates, product improvements, or milestones can be shared consistently to build visibility and credibility over time.
Should SaaS companies handle press releases in-house or hire experts?
While small updates can be managed in-house, working with PR professionals or specialized SaaS press release platforms ensures better structure, media targeting, and higher chances of coverage.
How can SaaS companies add credibility to their press releases?
Include quotes from founders or industry experts, customer success stories, measurable results, and market insights. Social proof increases trust with journalists and readers.
What role does timing play in SaaS press releases?
Timing affects visibility. Releases sent during busy news cycles or irrelevant periods may get ignored. Scheduling around industry events, product launches, or market trends improves media pickup.
