Press releases are losing favour. Their style and delivery are changing but the point of press releases remains the same.
Allan Little, from the BBC, says it is about starting with a clear understanding of the information he or she is trying to communicate and be clear about what it is the writing is trying to achieve.
Next, he implores people to watch out for bad grammar, jargon, misnaming people, insensitivity, slang and confusing the issue.
We agree. Our advice is:
Choose your words well. Good writing is all about choosing the right words to say precisely what you mean. Don’t use flowery language and write for people NOT search engines. A press release is not a web page.
Make the content address the audience. If you are writing for a business audience, then use appropriate words. You will (if you know your topic) automatically use words that people interested in the issue or subject will understand and search for
Use words that fit the audience. We tell our clients to write according to the audience they are trying to reach. You would use different words to describe your product or service to a nine year old or 21 year old. The same thing goes for writing for the Australian Financial Review or Herald Sun. In either case, avoid jargon, specialised vocabulary and over-complicating what you are trying to say.
Concentrate on writing the where, who, why, what, when and how. If you get the first three paragraphs correct, write them well, make it easy for the news’ editor to work out what the story is about, you are there. Too many press releases fail this first hurdle.
Don’t use flowery language and write for people NOT search engines.