Writing Good Press Release Copy
Writing Good Press Release Copy
1. Less is more. Editors or copy tasters will decide in seconds, whether copy is suitable for publication. Copy that is overlong is more likely to be rejected than accepted.
2. Keep it simple. Long sentences, complex words and the use of jargon are barriers to understanding. Short and simple sentences, with everyday language, make the copy more accessible to more readers.
3. Writing for the reader. It helps to visualise the potential reader/viewer. Knowing their job, information needs, language and values can help you customise copy and make it more interesting. Customise press releases for different media outlets and audiences.
4. Signposts. It helps readers to follow the flow of an argument if the first sentence of a paragraph signals the direction of the ideas that follow.
5. One idea per paragraph. It confuses readers if ideas are piled one on another. It is much better to have one idea per paragraph. This is also a great aid to editing copy for different audiences.
6. Facts not fluff. Good PR will give numeric values, comparative statistics, quote independent research and authoritative information sources.
7. Examples. It helps understanding to use examples of theory applied in real situations and the tangible outcome.
8. Avoid over use of capital letters. Capitals slow the pace of reading. Modern practice dictates that they are only used at the start of sentences and for real nouns such as the names of people, companies and products. Notional titles, such as managing director are always lower case.
9. Pictures. Professional quality photography, graphics and illustrations help to sell the story to the editor and tell the story to the reader. Use this material to add interest to the copy.
10. Always proof-read your copy before submitting for publication. Spell checkers do not spot wrong words that are spelled correctly. Remember also to check your language settings depending on your target reader - US spelling can be different than UK spelling.
Five Things You Should Not Do
1. Don't over use jargon. With the possible exception of small circulation academic journals that have very exclusive readerships, the use of jargon should be avoided as is can prevent understanding.
2. Don't over use acronyms or abbreviations. Where essential, however, they must always be written in full the first time they are used - unless they are so commonplace that their meaning will be immediately understood, for example MP, CEO.
3. Don't adopt the wrong writing style. Releases, case studies, features, reports and trade literature all have characteristic writing styles. Copy length, tone and presentation must fit the style of communication.
4. Don't be too general. Copy written for a general audience cannot appeal to personal experience and will not retain the attention or engage the thoughts of readers.
5. Don't be self praising. Copy that is heavy on adjectives and self praise often creates the opposite impression because of the lack of substance and credibility.
© www.CLICKintoPR.com
Writing Good Press Release Copy - To learn more about this author, visit Adrian Maguire's Website.
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Ten Things You Should Do
1. Less is more. Editors or copy tasters will decide in seconds, whether copy is suitable for publication. Copy that is overlong is more likely to be rejected than accepted.
2. Keep it simple. Long sentences, complex words and the use of jargon are barriers to understanding. Short and simple sentences, with everyday language, make the copy more accessible to more readers.
3. Writing for the reader. It helps to visualise the potential reader/viewer. Knowing their job, information needs, language and values can help you customise copy and make it more interesting. Customise press releases for different media outlets and audiences.
4. Signposts. It helps readers to follow the flow of an argument if the first sentence of a paragraph signals the direction of the ideas that follow.
5. One idea per paragraph. It confuses readers if ideas are piled one on another. It is much better to have one idea per paragraph. This is also a great aid to editing copy for different audiences.
6. Facts not fluff. Good PR will give numeric values, comparative statistics, quote independent research and authoritative information sources.
7. Examples. It helps understanding to use examples of theory applied in real situations and the tangible outcome.
8. Avoid over use of capital letters. Capitals slow the pace of reading. Modern practice dictates that they are only used at the start of sentences and for real nouns such as the names of people, companies and products. Notional titles, such as managing director are always lower case.
9. Pictures. Professional quality photography, graphics and illustrations help to sell the story to the editor and tell the story to the reader. Use this material to add interest to the copy.
10. Always proof-read your copy before submitting for publication. Spell checkers do not spot wrong words that are spelled correctly. Remember also to check your language settings depending on your target reader - US spelling can be different than UK spelling.
Five Things You Should Not Do
1. Don't over use jargon. With the possible exception of small circulation academic journals that have very exclusive readerships, the use of jargon should be avoided as is can prevent understanding.
2. Don't over use acronyms or abbreviations. Where essential, however, they must always be written in full the first time they are used - unless they are so commonplace that their meaning will be immediately understood, for example MP, CEO.
3. Don't adopt the wrong writing style. Releases, case studies, features, reports and trade literature all have characteristic writing styles. Copy length, tone and presentation must fit the style of communication.
4. Don't be too general. Copy written for a general audience cannot appeal to personal experience and will not retain the attention or engage the thoughts of readers.
5. Don't be self praising. Copy that is heavy on adjectives and self praise often creates the opposite impression because of the lack of substance and credibility.
© www.CLICKintoPR.com
Writing Good Press Release Copy - To learn more about this author, visit Adrian Maguire's Website.
Like this article? Share it with your friends
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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