Use simple words. People don’t “pass away” in news stories. They die. A “work stoppage” is a strike on the news pages. And most reporters will refer to layoffs, not “downsizing” or “job surpluses.” One way reporters compete for our attention is by using simple, straightforward language. They skip the euphemisms. And they replace long, little-understood words with shorter, simpler words. Follow their example.

Use simple sentences. I like to go back through what I’ve written to look for long, complicated sentences I can turn into two or even three sentences. Use some variety. But short, simple sentences are easier to read. Use them.

Use simple ideas. Reporters are always looking for ways to simplify their stories. They want the story to be easy to understand. Simplify your story when you tell it to reporters. Make it easy for them to understand. If they have trouble understanding it, they’ll assume their audience will have trouble understanding it. So they’ll simplify it for you. Or ignore it. And if reporters simplify your story for you, they may do it in ways you won’t like. Simplifying your story is hard to do. But worth the effort.

Use active voice. You’ve heard it before. Use active voice, not passive voice. I agree. Active voice adds energy to your writing. There’s another reason for avoiding passive voice in news releases. People use it to avoid responsibility or intentionality. And that makes their writing dull. That’s fine, if you have to issue a news release but don’t want to make news. But if you want reporters to use your story, keep it interesting. Use active voice.

Say what you mean. When I have a client with a dull news release for a story they want told, I ask them one question: What are you trying to say? It’s always simpler and often very different than what they’ve put on paper. Say what you mean in your news release if you want it used.

Trade publications. Here’s a line I’ve heard many times to defend poorly written news releases: “It’s okay. It’s for the trades. They’ll understand.” Most reporters who write for whatever trade publications cover what you do will know more about what you do than reporters who work for your local daily. But reporters who work for trade publications appreciate good, clear writing just as much as the rest of us. Yes, you can use industry terms in a news release for the trades that you’d have to explain in a general-interest news release. But don’t use “it’s for the trades” as an excuse for bad writing. You’re still competing for the attention of reporters who have a lot of demands for their attention.

During 20 years as a journalist, Jerry Brown worked for The Associated Press (he was assignment editor for AP’s Washington bureau during Watergate); daily newspapers in Little Rock, Fort Worth and Denver; the U.S. Information Agency; and two trade publications. Jerry’s been practicing public relations for the past two decades and is an accredited member (APR) of the Public Relations Society of America and a former board member of PRSA’s Colorado chapter. You can contact Jerry at jerry@pr-impact.com or visit his Web site at pr-impact.com.

TOP