| 5 Minutes fixes to Improve a Press Release |
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Some tips for writing effective and easy-to-read press releases. Keep People Reading 1. Use short sentences. They are easier to read and understand. Words 8 = easy, 16 = average, 31 - hard to read. 2. Use short paragraphs with only one thought and make sure the 1st paragraph is short. 3. Make sure 'you' occurs 2-3x more often as 'I' or 'we'. 4. End 'carrier' words and phrases at the end and beginning of sentences and paragraphs; ie. use questions at the end or beginning of paragraphs. 6. Don't be pompous. 7. Don't use 3 words when one would do. ie, now, instead of, at this point in time. Improving a Press Release 1. Shorten it, avoid jargon and repetition. 2. Make the release stand on its own. it should be so good a cover letter is not needed. 3. Put opinion and interpretation in quotes. 4. Headline should summarize the release. An editor should quickly understand what it is about. 5. Leave plenty of white space for editing. Never write on the back of a page. 6. Write for specific departments. Change the story slant for the different category of media. 7. Create shorter, separate releases for radio. Color slides and scripts for TV. 8. End releases with a boilerplate paragraph that explains the organization. 9. PR photos - black & white, glossy, sharp contrast, 5x7 or 8x10. Captions should be typed on a separate sheet and taped to the back of the photo. Need help implementing a new sales or marketing program? We've got two suggestions:
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