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Last week PR News published a list of words used in press releases that repel reporters. Words like “high-performance,” “engagement," “solutions” and others were cited as turn-offs to media reps, and we advised that these words be avoided at all costs.
Now for the flip side, here are words (and phrases) that resonate best with reporters. In the spirit of the holidays, PR News offers up a few pearls that will make a reporter take note and maybe give you a follow-up call.
Just be sure that you can deliver on these words and phrases. Don’t make promises you can’t keep.
Here are 10 words and phrases that will grab journalists’ attention:
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Exclusive
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B-roll available
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CEO is available for comments
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Controversial
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Divestiture (sale of assets)
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Detailed financials include…
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Entering a new marketplace
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New industry trend
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Photos/video available
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Regarding your tweet about…
Do you have other words and phrases that compel reporters? We’d like to hear from you.
Follow Scott Van Camp: @svancamp01
As a reporter, I agree with all of these except “new industry trend.” These words raise my “BS radar,” making me wonder, “Is it *really* a trend or just more self-promotion?” Instead, show me it’s a trend by citing examples of whatever it is in use. “Photos/video available” is always a favorite of mine! And “regarding your tweet about…” should be used cautiously, but can be effective if it doesn’t sound stalkerish or false. (And if, in fact, I DID send out a tweet on that topic.) You’d be surprised how many claim to have read this or that when it wasn’t something I ever wrote.
If it a press release, it cannot be exclusive.
Reporters are consumers too. Consumers are attracted to the words, “Win, Free, Sex”.
Thanks for the list, Scott. Curious – how did you identify these words?
My favorite: “photos attached.” “Photos available” means waiting for an unknown amount of time.
Refreshments will be served?
It can also be useful to appeal to their competitive spirit with something like “we’ll drive traffic to your story” or “it has built in pageviews”
Like Dawn, some of these are too corporate speak.. everyone has sales, going to new markets, etc. News is news that hits them, their readers, their community. FWIW.
Thank-ee for the definition of Divestiture. We is no good with them big words
“Photo attached” is best but I believe many folks will not open an attachment fearing a virus. Any thoughts on this?
A curious list indeed and not clear if it’s supposed to refer to a news release or some other kind of media message? Points 2, 3 and 9 surely belong in Notes to Editor rather than in main body of news release? I’m with Savina… how did you come up with this list? Divestiture… I don’t think so!
Diversionary, Deceptions