It is arguably the Achilles’ heel of business communications: lousy, cliché-ridden copy. There are countless meetings and webinars talking about the importance of crafting PR content as if you are a journalist and avoiding industry jargon. But the song often remains the same.
Yes, press releases often suffer from flowery writing and an overabundance of industry jargon. With practice, PR pros can overcome such obstacles. But there’s no excuse for failing to insert any hyperlinks in your press releases, according to Ben Lincoln, writing director at GolinHarris, who adds that press releases should be treated like a “mini website.