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Creating a Press Release - Part 3
by
dreid
—
last modified
2006-11-29 17:01
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We covered general structure and content in my last post, so let’s talk language and news vs. opinions now:
6. Keep acronyms, industry-specific terms and highly technical language to a minimum. The media doesn’t have the time (or inclination) to be an expert in every single subject. While you don’t want to pander or assume the lowest common denominator, you must use clear, illustrative, professional, plain speak vocabulary. And, if you don’t have a copy of the Associated Press Stylebook – get one!
7. While language should be clear and professional, feel free to use the appropriate tone and color for your particular sector and/or target audience. If you are writing about something whimsical and light – such as a feel-good charity event and carnival to benefit kids – have some fun with it. (Don’t get too cute however!). But, if you’re writing about something like the HIV/AIDS crisis in Africa and increasing numbers of orphaned children, a more somber tone is obviously apropos.
8. And while we’re on the topic of language, try not to use useless filler words that can’t really be proven or don’t truly differentiate your organization from others, such as “market-leading,” “innovative,” “ground-breaking,” “special,” “unique” and other such vague terms. While you may think they describe your organization and sound really cool, they’re just “yawner” words for the media, who will pass right by. Use words that actually describe what you’re doing and why you’re unique instead.
9. A press release is generally a place for statements of fact, not opinions (unless you are an advocacy organization expounding your views and seeking to incite a following… Even still, opinion should always be used cautiously, as you can easily turn off more people than you intrigue). Try to keep your announcement to facts, figures, events and well-researched data points. And, if you are using third-party data or other secondary information, be sure to fact check carefully – and get appropriate permissions to reprint – before including it.
10. Quotes by executives and strategic partners, while nice to have, almost never get printed by the media, so if you’re going to use these, put them towards the end of your release. The most common reasons for utilizing a quote are to be able to say something you can’t necessarily say as news fact in the body of the release (“This is our greatest product release ever!”) or to enhance your credibility with a third-party quote of appreciation or endorsement (“Partnering with xyx organization is the best move we’ve made, as they truly industry leaders.”)
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Diana L. Reid, Conscious Communications
6. Keep acronyms, industry-specific terms and highly technical language to a minimum. The media doesn’t have the time (or inclination) to be an expert in every single subject. While you don’t want to pander or assume the lowest common denominator, you must use clear, illustrative, professional, plain speak vocabulary. And, if you don’t have a copy of the Associated Press Stylebook – get one!
7. While language should be clear and professional, feel free to use the appropriate tone and color for your particular sector and/or target audience. If you are writing about something whimsical and light – such as a feel-good charity event and carnival to benefit kids – have some fun with it. (Don’t get too cute however!). But, if you’re writing about something like the HIV/AIDS crisis in Africa and increasing numbers of orphaned children, a more somber tone is obviously apropos.
8. And while we’re on the topic of language, try not to use useless filler words that can’t really be proven or don’t truly differentiate your organization from others, such as “market-leading,” “innovative,” “ground-breaking,” “special,” “unique” and other such vague terms. While you may think they describe your organization and sound really cool, they’re just “yawner” words for the media, who will pass right by. Use words that actually describe what you’re doing and why you’re unique instead.
9. A press release is generally a place for statements of fact, not opinions (unless you are an advocacy organization expounding your views and seeking to incite a following… Even still, opinion should always be used cautiously, as you can easily turn off more people than you intrigue). Try to keep your announcement to facts, figures, events and well-researched data points. And, if you are using third-party data or other secondary information, be sure to fact check carefully – and get appropriate permissions to reprint – before including it.
10. Quotes by executives and strategic partners, while nice to have, almost never get printed by the media, so if you’re going to use these, put them towards the end of your release. The most common reasons for utilizing a quote are to be able to say something you can’t necessarily say as news fact in the body of the release (“This is our greatest product release ever!”) or to enhance your credibility with a third-party quote of appreciation or endorsement (“Partnering with xyx organization is the best move we’ve made, as they truly industry leaders.”)
###
Diana L. Reid, Conscious Communications
