Press Release Tip 4
No hype or industry jargon
Today you’ll learn about two rules you can’t break.
People don’t want to read a press release that’s loaded with hype. If you want a commercial, buy an ad. If you want people to pay attention to your press release, tell them something interesting, like how you can help them solve a problem, or the benefits (not just features) of your products and services.
Rule #1: No hype.
Avoid using words like “spectacular,” “cutting-edge,” “the only one of its kind” and “miraculous.” That’s a dead giveaway that the copy isn’t really news. Don’t use any words that a reporter wouldn’t use when writing about you.
Rule #2: Avoid industry jargon.
Unless you are writing a press release specifically for people in your own industry, avoid using phrases that other people outside your industry don’t understand. Example: “interoperability issues,” “network protocols” and “control variables.”
Opportunity #4 to write a press release: Appearances at events
If you’re appearing at an event as a speaker, guest author, host, etc., write a press release about it. Include all pertinent information about the event such as the time, date, admission, where to call for more information, etc. If you are doing PR for an event your group is sponsoring, you can send a press release about speakers, special guests and celebrities who will be at your event. Include their photos. (More about this later in the course.)
Next: Decide what you want the release to accomplish.