My friend Megan Parker of Finn Partners (also an ex-coworker at a PR firm) got in touch with me over email to ask for some PR writing tips. I haven’t had a lot of time to blog lately, so I figured I’d repurpose the content (which she’ll be presenting to her office) here on the old blog.
3 Cardinal Sins of Press Releases
- Writing without the audience in mind. There must be a rhyme and reason to the release. Too often, press releases list information without forming a cohesive narrative. When you know exactly who you’re appealing to, it’s much easier to present information in order of relevance and tie it together into a narrative.
- Big words and buzzwords. These can kill your release quickly. Taking a long time to make your point (or making it difficult for the reader to discover the point) is the best way to publish releases that fail. Cut the buzzwords. Use small, clear words. Make your point quickly and use the rest of the release to back that point up.
- Your release is too long. Seriously, have you ever read a press release past the fourth paragraph? How often do you get past the third? I bet a lot of you don’t make it past the headline in most cases. Stop padding your releases because you think they’re too short. Write only what’s important to your audience and cut everything else.
3 Press Release Musts
- Always lead with announcement and benefits in the first two paragraphs. This is the timeliness/relevance factor. You’ll only get eyes on the rest of the release if you can answer the questions “Why now?” and “Why should I care?” for the reader ASAP.
- Bullet crucial points. A lot of readers will scan your release. Splitting important content into bite-sized chunks makes it more likely that scanners will actually retain something.
- Simplify your boilerplate. Seriously, it’s the 21st century. Your goal should be to point the reader to your (or your client’s) website. If they’re really interested in the announcement or organization, that’s where they’ll go. Otherwise, you’re just cluttering the page with more words, muddying the announcement and increasing the chances you’ll lose the reader before they actually perform the desired action.
3 Cardinal Sins of Contributed Content
- Longer is not always better. If an editor asks for 800-1,200 words, don’t fret if you just pass that 800 barrier. What’s more important is to have practical, useful content that isn’t padded with fluff.
- Don’t sell your product, service or brand, ever. Seven times out of 10, the author will ask for edits or ignore you. The other 3/10 times, readers who came for informative content will see through your content and stop reading. Contributed content is only useful if you get the reader through to the end. Then, he may be interested in checking out the author’s organization, product or service.
- Burying the point. What should reader expect to learn by reading your article? Out with it already! If you aren’t clear with your intentions in the beginning, you’ll lose your reader. A “big reveal” in business writing or journalism only happens in the first few paragraphs.
3 Contributed Content Musts
- Know your audience to a T. Who does the publication target? Ask the editor if she has a reader persona. Speak directly to them in your post, as though you’re having a conversation. It’ll ease the writing process.
- Get good at interviewing. If you’re ghostwriting for a client, you need to infuse their perspective. You’ll also be much happier if you have all the information you need right in front of you.
- In most cases, work with a writer. Effective article writing, especially for well-established publisher sites, takes years of practice to get even a little good at.
3 Cardinal Sins of Pitching
- Mass pitches. Just don’t do ‘em, even if you’re making it clear that you’re blasting out to an email list. This kills the exclusivity factor and often includes writers who shouldn’t be getting the email.
- Too informal or formal. Keep in mind you don’t know this person. But also remember that writers are wary of formal pitches because they sound canned. A writer would much rather work with a PR rep who knows the product/organization/industry well. Too many formalities can convey the opposite.
- Too long. Establish a connection, make your point and make it pop. You shouldn’t need anything else in your pitch. The quicker you make a strong connection with the reader, the better the chance he’ll follow up for more info.
3 Pitching Musts
- A clear understanding of the writer’s coverage and a clear indicator that you’ve read at least one of her articles. Drop that info early in your pitch to stroke the writer’s ego and establish relevance.
- A catchy headline. The writer/editor will make a split-second decision whether to open your email based on the headline. Experiment with subject lines and see what kind of stuff gets you the most traction. And for christ’s sake, use email campaign management software that actually tracks open rates!
- Bold your most important point. Know what will get the reader’s eye? Simplify skimming and make it pop.
Having PR writing pains? Let me know if you have any questions in the comments.