How NOT to write a press relese

People often show us press releases they’ve written.

Even if the releases have good information, the info in them usually is in the wrong order.

Good releases are mini-news stories with the most important information coming first.

The first sentence doesn’t have the news or what happened that you want published, i.e., local company wins major award.  

The first sentence contains the names of everyone involved. The first sentence should be general: local company, etc.

There are no facts to show why event is important. If the release is about a disease, it should have the number of people with that disease.  

The release is not be targeted to a specific reporter, i.e., local media need local statistics, business media need business details.

The release has too much jargon.

Unless you’re targeting a trade journal, you’re working with a generalist, a reporter who is covering many beats these days.

Even if the reporter knows what the jargon means, they need to translate it for their audience.

Why not make their job easier and translate it yourself?

The release doesn’t have any sources or people to call to get the necessary quotes.

Journalists work on crushing deadlines while fielding hundreds of pitches

If they know you’ll be easy to work with by providing everything they need quickly, they’re more likely to choose your story over another.

And, BTW, the company mission statement goes at the end.

For more information, contact Dell Richards Publicity at (916) 455-4790 or visit our website at www.dellrichards.com.

How readable is your writing?

While the Gunning Fog Index was developed in 1952, it is more important today than ever before.

In an age of biz-babble, written language uses more jargon every day—and becomes less easy-to-read as a result.  

On the Gunning Fog Index, a readability score of 12 can be read by a high school student.

For universal comprehension—and the standard journalists aspire to—the goal is 8. Eighth grade.

Annual reports often come in at 26.9 or more.

The lower the score, the better luck you’ll have getting people to read it. 

Journalists will love your releases.    

To lower your score, scratch the three-syllable words. Shorten the long sentences and muster active verbs.

This copy had a Gunning Fog of 8.001.   

To test your copy, go to http://gunning-fog-index.com/ or the Flesch/Kincaid Grade Level at http://www.standards-schmandards.com/exhibits/rix/index.php. 

For more information on Dell Richards Publicity, call us at 916.455.4790 or visit www.dellrichards.com.