Better Press Releases
by karen orlowski
“People think that I can teach them style. What stuff it all is! Have something to say, and say it as clearly as you can. That is the only secret of style.” —Matthew Arnold
Gary Klien wrote an article for Utne Magazine titled The Elements of Press Release Style. Klien offers advice he believes to be crucial to writing an efficient press release that will engage your readers, drawing their attention to the important content of the piece. A few tips:
Omit useless words of any kind. You will find simple sentences to be more engaging to the reader, drawing their attention “to the substance of the press release, rather than to the mood and temper of management.”
Avoid the use of “qualifiers”- “Rather,” “very,” “little,” “pretty”. According to Klien, these words are “the leeches that infest the pond of prose.”
Do not overwrite. Too much excess information in your press release can make your writing more ornate than it should be, according to Klien. Make your press release easy to digest.