| Public relations writing when writing press releases can | | | | 2. EDIT FOR BREVITY. |
| be a real challenge. | | | | You probably won't achieve point one on the first go. |
| When writing press releases the most important part is | | | | Rewrite and edit every time. Remember with headlines |
| the headline or title. | | | | that 'less is more'; so keep it to five words or less. |
| This is the information the media reads first so it has to | | | | 3. DON'T TRY AND BE TOO SMART. |
| grab their attention. | | | | Writing headlines for the print medium is a real art form. |
| How can you write better press releases that get | | | | Leave it to the professionals, namely, newspaper |
| used instead of deleted? | | | | sub-editors. Remember that newspaper headlines |
| Well the headline is essential when writing press | | | | have to sell papers, your headline has to engage one |
| releases. | | | | reader - a cynical journalist or editor with a 'so what, |
| Take this real life example of public relations writing. | | | | who cares' attitude. |
| "Triple Bottom-line Community Net Benefit Decision | | | | 4. WHAT IS THE ESSENCE OF THE STORY? |
| Time for Sustainable Economic Development | | | | The headline should summarise the story and answer |
| Decisions Needed Says Economist" | | | | the who, what, why, when and where. |
| This is an actual headline on a media release from | | | | 5. USE A BIGGER FONT SIZE THAN THE REST OF |
| MacroPlan Australia published in The Australian | | | | THE RELEASE. |
| newspaper's Media Section on Nov 13, 2003. | | | | Don't go smaller than size 12 for the main body of the |
| Would you want to read more if you got this on your | | | | text and use size 14 or 16 font or bigger for your |
| fax machine or email inbox? How can you write better | | | | headline or title. |
| headlines and improve the likelihood of your media | | | | 6. USE THE SAME FONT STYLE AS YOUR TEXT. |
| release making the cut? | | | | Never change font styles in a release. Times New |
| Writing a good title for a media release is essential for | | | | Roman is the most accepted and professional. |
| effective public relations writing. Here are my Top 9 | | | | 7. USE BOLD TO MAKE IT STAND OUT. |
| Tips for Writing Better Headlines: | | | | 8. CENTRE IT IN THE MIDDLE OF THE PAGE. |
| 1. KEEP IT TO ONE LINE. | | | | 9. ALWAYS SPELL CHECK AND DOUBLE CHECK |
| More than one line and you are likely to lose a busy | | | | FOR TYPOS. |
| journalist who would receive hundreds of media | | | | Nothing harms your credibility more than a typo in the |
| releases a day. | | | | headline! |