Press Release

Should Never Do

5�ings

With �eir

�atSavvy PR

No clichés in the subject line:1The title is the first thing a journalist, and potential mouthpiece/advocate/supporter, will see. Avoid clichés, which are indirect and fluffy, and instead make sure to craft a succinct and enticing title. To do anything less is to invite indifference, which is the last thing you want.

Leave the wordiness at home:2As with the title, in the release itself directness is paramount. This is basic stuff - a press release should be pleasant and simple, not a slog you have to fight through. No one wants to deal with your puffed-up verbiage, Faulkner.

Don’t disrespect punctuation:3It might seem like a no-brainer, but much like bad breath on a first date, errant commas and misused colons are typically dealbreakers. The more a journalist has to work to get through a press release, the less likely they are to follow through. Oh, and leave the CAPSLOCK off too.

Stop assuming journalists have time to optimize:4It’s the digital age, and your press release has to adapt. Make sure what you distribute is SEO friendly, includes links and (info)graphics and video, and is all-around appealing to the new generation of media consumers, ie. people with attention spans of three seconds. Just like everyone else, journalists have less and less time, so do them (and yourself) a favour.

Don’t make it harder than it has to be:5Pursuant to all the above, craft a tidy release that your target audience can devour without even thinking about it. Aim it and tailor it to the exact people you are trying to reach. A tip: if your target is Millennials and Generation Z, consider using emojis.

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