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
To learn more about this author, visit Adrian Maguire's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Just the Facts Ma’am, Just the Facts
|
| |
There was the classic TV Show and more recently the movie, “Dragnet”. The main character, Sergeant Joe Friday, was known for the quotation, “Just the facts ma’am, just the facts.” He would let a witness to a crime t...
|
|
Press Releases - The Two Most Common Mistakes
|
| |
According to journalists there are two really common mistakes made by "non" PR folks when sending a Press Release.
|
|
Putting together a press release
|
| |
How you write a press release can make the difference between it seeing the light of day or not. Get the angle right, make it short and factual – and your chances will increase greatly.
|
|
Press Release Success Criteria - Is it Newsworthy?
|
| |
You have decided you need to distribute a Press Release to the local newspapers about your upcoming lecture at the neighborhood library. You also think that the listeners at local radio station FM 99.9 would be perf...
|
|
The Press Release aka Tell Me Your Story In One Page Or Less
|
| |
The purpoes of a press release is not to tell your whole stoyr but to grab the media's attention. Keep it short, simple and think in headlines.
|
|
|
Adrian Maguire
(Visit Adrian's Website)
Adrian Maguire has been a member of the
British Chartered Institute of Public
Relations since 1990. He is a co-founder
of CLICKintoPR.com - an online public
relations service that provides an
affordable way for companies and
organizations to send press releases,
place feature articles, raise their
profile, attract more customers and build
web site traffic. It is a simple
pay-as-you-go service without any hidden
costs. Press releases, features,
advertorial, mail shots and web pages are
drafted by professional writers from an
online briefing and can be issued within
24 hours – without the need for
time-consuming meetings. Distribution
lists are carefully researched from
100,000 possible UK and USA media outlets
– magazines, newspapers, e-zines, news
portals, radio and broadcast media.
|
|
|
Adrian Maguire's
Complete
List Of
Public-Relations
Articles
|
|
If you enjoyed this article, get Adrian Maguire's Complete List of Public-Relations Articles For FREE!
|
|
|
|
