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 media prefer working with PR pros

People often ask why the media prefer working with PR people rather than the public.

When they work with PR people work, editors and producers know they’ll only get relevant information. 

They won’t have to waste time with details they don’t need or want.

If the media don't like an idea, although a PR person may give a few more details hoping to change the media’s mind, a pro would never argue.

Since the media usually uses AP Style—the PR person will send releases in that format so it can be dropped into stories verbatim.

If the media make a mistake—which journalists often do because the pressure is so fast and furious—PR people understand; they’ve often come up through the ranks and know what it’s like. 

If the gist of a story is right, a PR pro usually won’t nitpick details.

If they care about having clients as a “source”, PR people probably won’t ask for a retraction or correction, but be grateful for the time the media spent telling the client’s story.

And, if they are good at what they do, the PR pro will make sure the client understands how lucky they are to have the “free advertising” that’s called “coverage”.   

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

 

Dropping the F-bomb

This week, KFYR anchor A.J. Clemente was fired for using the F-bomb and other “language” on TV.

In his apology, he said he didn’t realize he was live even though he was miked.

Because  newsrooms are full of people who swear like stevedores, PR people often are surprised to find that emphasizing a point by adding color isn’t always appreciated.   

Because it plays against stereotype, I sometimes drop swear words into conversation with younger, more hip people.

But I rarely do in business meetings.  

One colleague said she deliberately drops a lesser word in meetings to see how people respond.

If no one looks askance—or someone picks it up and runs with it—she feels more comfortable taking it one step further. 

Swear words are part of everyday speech for many people, but use really depends on the formality of the occasion.   

Testing the waters may be the only way to find out how casual you can be—as long as you’re not on TV.  

For more information, please call us at (916) 455-4790 or go to our website at www.dellrichards.com.