Summer time is finally here and college is out, but learning for the relaxation of us continues. Whether or not you’re a seasoned PR expert working for a top company, a novice just beginning a profession, or a mid-level supervisor working in-house at a little business, the time comes when we all could use a refresher program in correctly composing suitable copy for the press.

My lesson occurred lately on reading an fascinating interview with retired Wall Road Journal assistant managing editor, Paul R. Martin, Sr., in The Bulldog Reporter, a public relations trade newsletter. Reporters and public relations experts alike significantly admire Mr. Martin’s encounter, and they should because his guidance for avoiding typical composing mistakes is the best primer available for composing great press releases.

Allow me to share with you what I discovered: ·

Keep your press launch brief and simple. Attempt to use one word instead of two, and inquire yourself if what you have created is redundant. If in doubt, have a colleague or buddy study your launch. Reporters want to comprehend your key factors instantly. They don’t want to call you multiple times for clarification. ·

Write plainly and steer clear of company-insider phrases, clichés or industry-specific jargon. Unless of course you are targeting the trade press, steer clear of all jargon because it has have no which means outdoors of the company or industry. An example phrase would be “state of the artwork.” ·

Do not capitalize titles to elevate your boss or company. By no means capitalize titles like “President” or “Chairman”. Capped titles should only be applied to issues like the names of countries or political heads of State.

Refrain from making new words or phrases. Rather of saying, “develop the economy” verbs like ‘expand,’ or ‘increase,’ nonetheless work just as well. ·

Write in active voice. Keep in mind that no one likes to study badly created copy. Brush up on your grammar and never use the passive voice, which is dull.

Whether or not you are a PR expert or a little-business proprietor composing press releases in-house, you must know how the media writes. Keep in mind that journalists expect the quality level and exact same attention to detail in your copy that their editors demand from their personal stories. If you violate these guidelines, here is yet another instance exactly where your launch will receive a one-way trip to the reporter’s trash can.

Notable PR Resources: The Bulldog Reporter

Steven R. Van Hook’s All About Public Relations

PR Newswire

About The Writer

Carolyn Davenport-Moncel is president and founder of Mondave Communications, a international advertising and communications firm based in Chicago and Paris, and a subsidiary of MotionTemps, LLC. Contact her at carolyn@motiontemps.com or by telephone in the United States at 877.815.0167 or 011.331.4997.9059 in France.