Category Archives: writing press releases

PR 101: Four ways to improve your writing

With 2012 well under way – and plans to launch Buzzwords’ new copywriting courses (online and face-to-face) at an advanced stage – what better time could there be to spill a few beans on how to improve your PR writing. Here are four things that may set you thinking:

1. Use short, simple words

Don’t show off! French phrases and rare words might cut it in certain circles, but copywriting is all about communication.  You need to make sure ALL your readers know what you’re talking about without them having to scurry off for a dictionary (or, worse still, abandoning any attempt to read your gems altogether!).

2. Know who you’re writing for

Create a mental picture of who your readers might be.  Think about their age, interests, educational level, social influences and so on.  What will turn them on?  And what might put them off?  These are largely common sense things, but it’s wise to give them a thought before you start blazing away on the keyboard.

3. Research your subject

With business-to-business PR, you’re talking to specialists.  With consumer PR, you’re talking to savvy consumers who will twig right away that you’re not really on their wavelength and therefore not worthy of too much of their time.  Research material is everywhere on the Internet – so use it!.  You don’t need to regurgitate dry facts.  Think around the subject.  Put facts and events in the context of your own particular message.  Be relaxed in your writing by all means; but most of all, make sure you’re credible.

4. Aim high – and keep it that way!

Quality PR writing is all about clarity and energy.  If you can achieve that in everything you write, then your readers will stay with you until the bitter end.  If you’ve read this far, you’ll know what I mean!

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Press Releases: Four Simple Ways to Make Sure Yours Stand Out

By Nicholas Beeson, Marketing Associate, Buzzwords Manchester

Editors get hundreds of press releases a week – and most of them bite the dust. Why should this be? It’s obviously important that your release is professionally written. More important, however, is your content. This will be the decider when it comes to whether your release is read and used.

To save you from the agony of rejection, here are four simple ways to make sure your press release stands out from the crowd and that it is actually published:

  • Make sure the subject of your release is relevant to the readership of the publication

Sounds obvious, but many people forget this. The information and story in your release need to be important to the publication’s readership, and not just to your business.

  • Don’t use your press release as a means of free advertising

Editors are wised-up to companies using press releases as free advertising, and can distinguish a genuine press release from ‘advertising in disguise’. Trying to use press releases as a means of free advertising will almost certainly see your release in the bin. Press releases do provide a great means of publicity, but write your publicity to give news or information only.

  • Short and simple is key

Editorial space is limited, meaning your release needs to be short and to the point. Write clear and concise sentences using only the important, relevant information. Avoid jargon, repetition and create lively text that is relevant to the publication’s readership.

  • The release should be able to stand on its own

If you feel a cover letter – or e-mail – is needed to explain why you have sent the press release or why it should be published, then the release isn’t good enough in the first place. Editors should want to publish your press release, so there’s no need to bother with a letter or explanatory e-mail.

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