When you’re writing a press release, you’re in a constant battle to create an interesting story that grabs journalists’ attention without using marketing hype or exaggerated claims. To be effective, a press release needs to be unbiased and completely accurate. If a journalist gets even a hint that you’re exaggerating or making unsubstantiated claims, you can bet your press release will get deleted instantly.
How can you be sure your press releases really are accurate and unbiased? Here are some tips to follow when writing and editing press releases.
With this challenge in mind, too many press release writers resort to cheap tactics to make their story seem more interesting than what it really is. This could be done by writing a headline that doesn’t really reflect what the story is truly about or by using a bold, marketing-hype filled headline that reads like an advertisement instead of a news story.
Both of these are dangerous practices that will likely cause your press release to end up deleted and you losing all credibility. By all means, write interesting headlines, but always strive to be clear and accurate.
Print out your press release, and start looking for words like best, greatest, most amazing, best performing, best in class, etc. Cross them out. These don’t belong in news pieces.
Do you fact check your press releases before sending them out?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: http://www.ereleases.com/7cheaptactics.html