PR writing

Use a conversational writing style in press releases

Run the ‘Hey, did you hear?’ test

Having trouble nailing that “business casual” tone you’re aiming for? Try reading your message aloud — after a friendly greeting or phrase:

“Good morning, honey!

… Read the full article

Try second person for press release leads [Examples!]

Lead with you in media relations pieces

It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic.… Read the full article

Avoid announcements in press release leads

Don’t announce that you’re announcing

When I was editor of an executive magazine, I received dozens of press releases every day.

This was back in the day when releases moved on paper, so I read them over the trash can, giving myself just a few seconds from the time I picked the release up off the stack to the time it hit the circular file.… Read the full article

3 types of press release lead paragraphs to try

Choose benefits, news and feature leads

Are you still using the fact pack — cramming who, what, when, where, why and how into the first paragraph of your news release?… Read the full article

Six press release leads to avoid

How many of these have found their way into your releases?

Are you still using the fact pack — cramming who, what, when, where, why and how into the first paragraph of your news release?… Read the full article

What’s the best press release length?

Journalists spend less than 1 minute reading releases

Tick tock.

In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.… Read the full article

How to structure a press release

Toyota takes on feature releases

When PR pros at Toyota American Motor Sales needed to announce record-level production recently, they started with a traditional announcement release: