It's not just AP Style, it's AP logic

Recently, a client suggested they write an article that we send out.

We gently said “no”, citing "AP Style" as the bottom line for credibility from journalists and for getting releases published.

While knowing how to use words accurately is important, “AP Style” also is shorthand for a specific type of logic: One thought per sentence with each sentence adding to the sequence.

We often see phrases in sentences that don’t move the action forward or worse, open up a raft of “wormy” questions that never get answered.  

When on the final draft of a very short PSA, someone wanted to add that the spokesperson had been helped by the organization.  

While this was a good idea, it was completely different PSA.   

For that, you had to say what the spokesperson was doing before as well as what they are doing now to show a change.   

You also needed to show how or why that help made a difference.  

To “write” clearly and succinctly, you need to think like a journalist: follow each thought to its logical conclusion, including all the implications.    

For more information, please visit Dell Richards Publicity at www.dellrichards.com. 

Over time, PR leads to recognition

In public relations, if you beat the drum long enough, you’ll eventually hear back from journalists.

If you have a good story, you'll get a flood of queries and the interest in your client will suddenly take off.

When Mutual Housing California became for the first rental community in the nation to be certified by the Department of Energy as a Zero Energy Ready Home, we knew it was an important jumping off point.

When the local media wrote about it, a freelance journalist from the area saw it and sent a story to the subscription-only ClimateWire.

Scientific American republished that article a few days later. 

Since this past May, 18 articles have been written about the zero-net energy development and a video made on it.

Four other stories are being written, including one by NeighborWorks America, the Congressionally chartered nonprofit.     

And the list goes on… because once people hear an exciting drum beat, they want to be part of the party.

For more information, contact Dell Richards Publicity at www.dellrichards.com.

When to ignore a "critic"

We usually tell clients to make good and then answer critics on social media.  

Recently, a fan who didn’t like a change, turned on one of our clients.   

She called and called—and called.

Even though the client talked to her, it made no difference.

When we got press, she added comments—pages and pages of comments.

Because we didn’t want “He said, she said”, we advised the client to ignore it.

Luckily, the length and belligerence of the comments made them suspect.

As it turned out, no one took her seriously from the media to other customers.    

And after that one intense outburst, we didn’t hear anything more from her.

For more information, contact us at Dell Richards Publicity, www.dellrichards.com.