The press release market is a very competitive one, which very few manage to successfully break in to.
But with the right training, you could be one of these chosen few, who regularly get their press releases used, by editors of newspapers, magazines and websites.
Below is the kind of thing you would learn, once enrolled on a PR course.
Be consistent
Read the following sentence:
Kieran is a regular customer and was always one of the first to place an order when a new product is launched.
You will notice the inconsistency: it begins by saying Kieran is but then goes on to say he was.
The sentence should read:
Kieran is a regular customer and is always one of the first to place an order when a new product is launched.
Keep it short and simple
Readers nowadays are usually in a hurry and have not got the time to plod through long words, sentences and paragraphs.
They need to be able to glance through things quickly. So as a general rule, try to ensure that around 60 PER CENT of the words in your copy contain six letters or less. Sentences should be UNDER 20 WORDS EACH. And paragraphs should comprise a maximum of TWO SENTENCES.
You must also use simple sentence constructions – avoid sub clauses.
Read this sentence:
This vehicle, which is the top of the range both in America and in Europe, comes complete with 20 new features fitted as standard.
The phrase 'which is the top of the range both in America and in Europe' is a sub clause, and slows the reader down.
It would be far better to say:
This vehicle comes complete with 20 new features fitted as standard. It is top of the range both in America and in Europe.
Also, avoid complicated statistics and figures. Simplify them: use phrases like 'Up to ten per cent' or 'two out of three.'
Cut the jargon
It is so easy to be verbose. And verbosity is one quality that readers will not tolerate.
When you think about it, our language is littered with jargon and clichés that are nothing more than a waste of space – and a waste of the reader's precious time.
Look at the following examples:
A large number of
But why not say Many?
All of a sudden
But why not say Suddenly?
At this moment in time
But why not say Now?
During the course of
But why not say While?
Give consideration to
But why not say Consider?
In spite of the fact that
But why not say Despite?
The majority of
But why not say Most?
Units of housing
But why not say Homes?
Secure the funding
But why not say Get the money?
Owing to the fact that
But why not say Because?
Was a witness to
But why not say Saw?
A large number of
But why not say Many?
Behind schedule
But why not say Late?
In short supply
But why not say Scarce?
The list is endless – and a good copywriter should be on the watch for cumbersome phrases and eliminate them every time.
But with the right training, you could be one of these chosen few, who regularly get their press releases used, by editors of newspapers, magazines and websites.
Below is the kind of thing you would learn, once enrolled on a PR course.
Be consistent
Read the following sentence:
Kieran is a regular customer and was always one of the first to place an order when a new product is launched.
You will notice the inconsistency: it begins by saying Kieran is but then goes on to say he was.
The sentence should read:
Kieran is a regular customer and is always one of the first to place an order when a new product is launched.
Keep it short and simple
Readers nowadays are usually in a hurry and have not got the time to plod through long words, sentences and paragraphs.
They need to be able to glance through things quickly. So as a general rule, try to ensure that around 60 PER CENT of the words in your copy contain six letters or less. Sentences should be UNDER 20 WORDS EACH. And paragraphs should comprise a maximum of TWO SENTENCES.
You must also use simple sentence constructions – avoid sub clauses.
Read this sentence:
This vehicle, which is the top of the range both in America and in Europe, comes complete with 20 new features fitted as standard.
The phrase 'which is the top of the range both in America and in Europe' is a sub clause, and slows the reader down.
It would be far better to say:
This vehicle comes complete with 20 new features fitted as standard. It is top of the range both in America and in Europe.
Also, avoid complicated statistics and figures. Simplify them: use phrases like 'Up to ten per cent' or 'two out of three.'
Cut the jargon
It is so easy to be verbose. And verbosity is one quality that readers will not tolerate.
When you think about it, our language is littered with jargon and clichés that are nothing more than a waste of space – and a waste of the reader's precious time.
Look at the following examples:
A large number of
But why not say Many?
All of a sudden
But why not say Suddenly?
At this moment in time
But why not say Now?
During the course of
But why not say While?
Give consideration to
But why not say Consider?
In spite of the fact that
But why not say Despite?
The majority of
But why not say Most?
Units of housing
But why not say Homes?
Secure the funding
But why not say Get the money?
Owing to the fact that
But why not say Because?
Was a witness to
But why not say Saw?
A large number of
But why not say Many?
Behind schedule
But why not say Late?
In short supply
But why not say Scarce?
The list is endless – and a good copywriter should be on the watch for cumbersome phrases and eliminate them every time.
