Keep headlines short, like The New York Times
Hey, PR pros: Would you like to see your story in The New York Times? Then why not write like the Times?… Read the full article
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 articleHow to write short press release paragraphs
And how long should the lead be?
Quick! Which of these paragraphs would you rather read? This 11-word paragraph, from The New York Times?
Until then, Mr.… Read the full article
How to write a short press release, pitch
Journalists spend less than one 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 write short quotes
Put the bite in the sound bite
Mark Twain once defined a sound bite as “a minimum of sound to a maximum of sense.”
So this quote, from The New York Times’ “Riches to Rags for New York Teenager Who Admits His Story Is a Hoax,” makes a lot of sense.… Read the full article
How to write a good testimonial
Help clients put in a good word for you
Too often, communicators use first-party testimonials. That is, they quote their own VP of product development on how great the new product is.… Read the full article
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 press releases sound like the teacher in Charlie Brown cartoons: ‘Wah wah wah wah.’”
… Read the full articleDefine target audiences in public relations pitches
They chew gum, don’t they?
Famous story about a pitch gone bad:
A PR pro at Warner-Lambert Company calls an editor at Inc. magazine. When, she asks, is Inc.… Read the full article
Write leads for your PR target audience (Examples!)
Want readers to read? Lead with you
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
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 rather read? This one?
UnumProvident Corporation’s (NYSE: UNM) today announced the expansion of its online Comparative Reporting & Analysis (CR&A) information services, designed to help employers track employee absences.
… Read the full article