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. 

Articles last a long time

On April 30, 2010, we published an article for a client that manufactures hand-washing monitors about the health problems that come up in restaurants without them. 

It was short, to-the-point and had a catchy title.

We told the client they could expect people to read it for a year or so.  

Even we were surprised at the results.

Last month, views finally stopped, topping out at 1,152.

That means people viewed our client’s article not for one year, but five.

Getting an article published is not as easy as advertising, but it has enormous credibility and lasts for a long time.

Your Open Rates
Title	Date Published	Total Opens	Opens - Last 30 Days
Is your restaurant handwashing a lawsuit waiting to happen?	04/30/2010	1152	0
Total Open Counts: 1152

For more information, visit us at www.dellrichards.com.

Writing mistakes to avoid

Do you make these common mistakes when writing? If so, think twice next time. 

Mix metaphors: “It sticks out like a sore foot” doesn’t cut it.

Randomly capitalize: Since this is very common in advertising copy, people think they can capitalize any important word. Capitalize only proper names of people, places, organizations and a few things. Capitalize titles only capitalize before the name, not after.

Bury the point. Get to it ASAP. If you don’t, no one may bother reading it.

Hide why: When you explain changes up front, people are more likely to understand and appreciate them. 

Use word you can’t justify like “revolutionary, breakthrough or unique”. The product or service rarely deserves such accolades.

Rely on jargon: Use simple words, not technical and biz buzz words. “Send” is better than “disseminate”; “use” is better than “utilize”.

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

For more on writing, see “10 corporate writing crimes” at http://bit.ly/1CbNpL6. 

Why PR has more value than advertising

When businesses advertise, they get to say what they want when they want it.  

While some outlets will run releases word-for-word, when using PR, businesses have to rely on the media itself to tell their story with public relations.

Because it’s harder to get and it isn’t paid for directly, publicity has a higher value than advertising.

A news story that runs for 17 seconds on local TV with an audience of 112,359 has a publicity value of $4,250.

That same story only has an advertising value of $1,417.

A 45-second story on the same station can generate $11,250 worth of publicity each time it runs.

One of our stories that ran on the evening to the morning news generated as much as $52,922 in publicity.

Even a four paragraph story in The Sacramento Bee has generated new clients and increased sales for one of our clients. 

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