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This
Month's Article
Write News Releases for the Media,
Not your Client
by Bill Bradley Principal,
Bottom Line Communications
Most PR professionals consider themselves to be skilled
writers in the honored tradition of journalism. But
occasionally we get careless (or lazy), or allow an
overbearing client to get us to compromise our normally
high standards of proper news writing.
Remember who your audience is: the media, not your
client. Journalists just want the facts, not a sales
pitch; yet many news releases continue to read more
like the client's marketing collateral than the expected
"5Ws and the H." Trade jargon overpowers understandable
English, sweeping adjectives and claims essentially
promise to end world hunger, and every company is
suddenly an "industry leader with world-class technology."
No wonder journalists put so little faith in what
they read in news releases. (For guidance on stopping
high-tech trash talking and gratuitous PR hyperbole,
go to www.buzzkiller.net.)
Whatever the excuse (and because even Tiger Woods
misses a short putt sometimes), it's always good to
review the fundamentals of good news release writing.
And yes, I prefer to say "news" release - not "press"
release -- because that gets you thinking straight
right away. The document you're preparing is supposed
to convey legitimate news, not a vanity piece for
your client or some contrived story for "the press."
The first step, therefore, is to recognize that you're
about to create something newsworthy, something important.
In the media's mind, it should change how they look
at your client in some positive manner. If you don't
feel this way at the beginning of the process, then
don't waste your time (or the media's) in going any
further.
Of course you're going ahead, so what follows is
a primer on the essentials of news releases writing:
the headline, deck-head, lead paragraph, proof statements,
quotes, length, boilerplate and some general guidelines
on formatting and conformance to AP style.
read
the full article>
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Events
Souhegan
Valley
Chamber of Commerce
Demystifying the NH LLC Tax
- Lunch N Learn
RESCHEDULED
Feb. 23, 2010, 12-1:30pm
Amherst, NH
more
information
The NH Legislature enacted numerous
changes to the Interest and Dividends Tax
in 2009 which have major consequences to partnerships
and LLC's that operate in NH and for the owners
or partners of partnerships and LLC's.
This Lunch and Learn will focus
on an overview of the new legislation and
proposed rules, latest developments, and potential
impacts of NH's most controversial new tax
on your business. The panel will look at corporate
structures, ideas to lower overall tax liability
and be available for a question and answer
period.
If
your company or organization is sponsoring an
event that you would like to list here, please
contact us.
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