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Take a tip from this annotated tipsheet and stop telling folks what to do. Instead, focus your story on <em>how</em> to do it. <a href="https://www.shutterstock.com/image-photo/perfect-fresh-green-apple-isolated-on-408483697" target="_blank" rel="noopener noreferrer"><em>Image by CWIS</em></a>

How-to story map: Green Apple Day of Service

Silver Anvil winner gets attention with tipsheets When PR pros at the U.S. Green Building Council needed to round up...
Channels / PR
<strong>Like a real person said it</strong> Write quotes that sound human, not like a computer spit them out.

How to write good press release quotes

Add passion, personality to your sound bites A frustrated PR pro in one of my workshops said: “Most quotes in...
Channels / PR
<strong>Say it ain’t so</strong> If it doesn’t sound conversational and substantive, don’t expect journalists to pick it up. <a href="https://www.shutterstock.com/image-photo/businessman-holding-paper-that-say-blah-113481784" target="_blank" rel="noopener noreferrer"><em>Image by happystock</em></a>

Why CEO press release quotes suck

Reporters hate PR quotes What's the least important element in a release — less important even than the dateline or...
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Journalists’ biggest pet peeve is pitches and releases that aren’t relevant to their audiences. <a href="https://www.shutterstock.com/image-photo/businesspeople-holding-target-against-their-faces-1011274288" target="_blank" rel="noopener noreferrer"><em>Image by Andrey_Popov</em></a>

Define target audiences in public relations pitches

They chew gum, don’t they? Journalists’ biggest pet peeve is pitches and releases that aren’t relevant to their audiences. Image...
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<strong>Hit the target</strong> To grab editors’ attention, steal a tip from these Silver Anvil winners. Lead with the readers’ needs — not with your products, services, programs or ideas.

Write leads for your public relations target audience

Put the readers’ needs — not your products, services — up top Which of these product release leads would you...
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<strong>Write about the reader</strong> We think the topic is the topic. But if you want to get read, make the reader the topic of every release. <em>Photo by <a href="https://www.flickr.com/photos/_flood_/" title="Flood G." target="_blank">Flood G.</a></em>

Rethink the release

Focus on the reader, not on PR 101 approaches When Rachel McGrew, manager at Osborn Barr PR, wrote a press...
Channels / PR
Sell a story, not a product

Sell a story, not a product

The media's not shopping for a commercial Journalists aren't looking for commercials. They're seeking stories. So pitch a story, not...
Channels / PR
test

Shake it up

Osborn Barr reimagines a press release When Rachel McGrew, manager at Osborn Barr PR, wrote a release about a client...
Channels / PR
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