It’s time for a refresher course. We’ve written way too much on controversial topics lately, so here are a few tips and tools rounded up to help cut the B.S. out of your press release.
You probably think that last press release you wrote was a masterpiece. Well, you might want to think twice because more than likely -- you just fed a bunch of B.S. to a reporter who saw right through it.
If you're still not convinced, plug it into this new free tool. We wrote about it, so you can get all the details here.
It will give you a grade and tell you what your release is and isn't missing. And if you filled it with B.S. words, AKA "gobbledygook," you'll be advised to change those words. Your CEO or client might like them, but a reporter could care less.
Another way to test your B.S. meter is to learn from a PR pro based in Dallas, Texas. Here's a few tips from Scott Baradell, who leads the Idea Grove.
Don't give vague claims. We're a leading company. We outperform our competitors. So what? Tell me something I don't already know. What's unique about your company or product?
Stay away from technical jargon. "This communicates that what you're announcing is so inside-baseball that only about three reporters on the entire planet could possibly care about it," Baradell says.
Don't be lazy. Use e-mail wisely. And use the recipient's name. Baradell advises to "practice this consistently, and reporters will be less likely to give your announcements a one-way ticket to the recycle bin."
If you don’t follow these tips, you could end up on the Bad Pitch blog.