Have you ever considered whether the news you’re circulating to the press is actually following the “savoir-faire”? Here are some suggestions on how to be sure that what you write will be accepted positively.
1. Do not use capital letters in words and titles
It is actually annoying to read and will likely force the journalist to write the word again when publishing the release. Also, avoid using the company name repeatedly, as it may tire.
2. Do not use the word “continued below” over and over again
For the majority of people, it is understood when the page is over. Therefore, observations like “continue below” are unnecessary.
3. Do not use trademark™ and copyright© symbols
Journalists just want to report the news. They are fully aware that the name, trademarks and logos belong to the mentioned company, and no publication ever publishes any symbols of this kind, therefore they are mostly considered useless.
4. Do not attach amateur pictures
Ok, we all know that professional photographers cost, but using pictures taken by amateurs shows a lack of professionalism. Sometimes it is best not to use any at all.
5. Use the native language of your country. When in a non English speaking country, avoid sending an English press release
There will be times when you won’t have the time to translate an English language press release. But, keep in mind that by sending out a press release in English, you are indirectly asking local journalists to do the translation for you. Chances are they won’t have the time either, so your press release is most probably doomed. If you don’t have the time to do it yourself, pay someone to translate the release into the local language before you distribute it.
These observations came from a friendly journalist and are food for thought for those of us sending out press releases every day.
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