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. 

How to talk to the media

Speak slowly. Tap your foot as you speak to slow yourself 

down.

Pause between phrases. Wait for the reporter to catch up.

Speak in sound bites. The shorter the sentence, the better.

Use short words. Two syllables are better than three.  

Do not use jargon. If you have to explain a word, you will 

lose your audience—and your reporter.  

Use the "child" test. In your mind, explain it to a child.

Avoid complex sentences. If half got lost, would it mean 

what you want?

Never say anything you wouldn't want your boss, your 

mother or everyone you've ever met to know.

If you must say something you don't want to admit, go  

"Off the Record." Never do this unless you absolutely 

have to. The reporter may respect it, but an editor may 

not.

If you don't know something, say you're not sure, but 

you’ll find out. Then, get back ASAP.

If a reporter calls and you can’t talk, find out their 

deadline. Tell them when you’ll get back to them.  

The media usually only calls once on a story. If you don’t 

get back to them—and you are not absolutely crucial to 

the story—you will never hear from them again. 

For more information on Dell Richards Publicity, call us 

at 916.455.4790 or visit www.dellrichards.com.

How to kill a press release

The easiest way to kill a press release is to ignore the target.

That means not using language journalists use, but using language a professional in the field would.

If journalists smell jargon, they’ll think you can’t speak at the 8^th grade level the media requires and they’ll delete the release immediately.

Jargon can be used for trade journals where technical information is more important, but not mainstream media.

Journalists are swamped and only want the basics in a release.

We constantly remind clients that you can’t tell it all in a pitch.

The purpose of a release is to plant a story idea.

Educating everyone comes later.

You present a problem, back it up with facts and offer a solution, nothing more.

If you allow your knowledge or focus to get in the way of what the producer or editor needs, you’re only wasting everyone’s time.

For more information, call us at 916.455.4790 or go to www.dellrichards.com.