Unfortunately not every organization can boast of a true wordsmith. And that is where public relations professionals can really lend a hand. With so much content infiltrating journalists’ inboxes it can be difficult to create a memorable press release. Including an unforgettable quote can stop readers in their tracks, encouraging them to take a closer look at the story.
Premier Daniel Andrews released the type of statement that could serve as a sympathetic guide for other government officials who need to deliver difficult news. Andrews’ tone is succinct and forward, but also personable and easy to read—clear of most medical jargon.
While it may seem easier in the moment to insert “said-phrase-here,” using clichés and turnkey phrases sometimes causes readers to gloss over information and in the worst case—stop reading. We asked PR writing coaches for suggestions to counter bad writing (including our own).
While no one is perfect, journalists’ inboxes are a competitive space. Grammatical errors and extraneous language are bound to sink your pitch or press release before the reporter has made it through the first sentence. And that journalist is unlikely to open your next email if the first pitch misses the mark. Here is a walkthrough of edits we would make to some recent pitches before hitting the send button.
We’re living in difficult times. Yet, the events of 2020, for good or ill, are shaping up to be storytelling gold. It’s a time for brand storytellers to gather and capture real-time history and to think more broadly about how these stories can be used.
While the announcement of an effective drug treatment available worldwide for those suffering from the cryptic virus should be something to celebrate, delving into an explanation about pricing for a possibly life-saving drug may cause some reader’s stomachs to churn. Gilead’s statement attempts to strike a delicate balance, focusing on the importance of the treatment while justifying its value.
Do your messages resonate with audience members? They do if you remember that readers want you to solve their problems. One way to ensure your communication works is to make a grammatical distinction between features, advantages and benefits. Ann Wylie offers an example.
There’s no more iconic symbol of US business than the NY Stock Exchange (NYSE). Specifically, its floor. That floor reopened today. How its president Stacey Cunningham communicated it likely will serve as a template for other businesses.
For homebound PR pros who find they have time on their hands, finishing a writing project or beginning one are tantalizing thoughts. Without a twice-daily commute and nowhere to go on weekends, you’d think there should be a lot of time for writing. It’s not quite that easy. Fret not. Writing coach Ann Wylie offers a 3-step plan to help organize your writing time.
Even in this crisis, headhunters, brands, media outlets, and PR agencies are still hiring. Make sure your résumé stands out.