Talking the Talk AND Walking the Walk: What the experts say on Persuasion

It has already established in past posts that your press release needs to look and sound credible. There are many experts that emphasize this point when speaking about press releases and making it persuasive. Experts identified some things that are important to keep in mind when writing your press release.

Avoid Clichés

Debra Goldblatt, founder of Toronto’s Rock-It Promotions, was quoted in a Toronto Star article, warning against using clichés and over-used phrases like “fashionista” or “food”. (Fischer, 2012)

It is important to keep away from this because it is not unique and catchy. You want your press release to stand out. It is also important to keep in mind that you need to be culturally appropriate as well. Your audience may include individuals from various backgrounds and clichés or western phrases may not make sense to them.

Keeping It Simple

It is best to keep your press release simple and straightforward. I personally have to keep reminding myself that I am not in university anymore. The high level and detailed writing required to write in my social sciences classes is a lot different from what I am required to write in the business world.

Some business institutes encourage using the ABC’s of business communication.

Authenticity: Be real and yourself. Sounding human builds your rapport with your audience.

Brevity: Do not overload your audience with information.

• Keep sentences short: aim for 18 – 25 words in a sentence
• Cut out excess words: Go back and edit your work and cut out unnecessary words
• Write within limits: set a word limit and practice to work within it. This will improve your skills of writing with brevity.

Clarity: Know what you message is and be clear in communicating it. Use plain, everyday language to communicate your message clearly.

(Business Writing Institute, n.d.)

Be Creative and Catchy

A Toronto-based Financial Planner Shannon Simmons offers her advice on creativity in a Toronto Star article, How to write a persuasive press release. She suggests to trigger the media’s curiosity you must be creative and your headline needs to be catchy; grabbing the reader’s attention in 5 seconds or less. (Fischer, 2012)

She also mentions to write in a tone to attract whoever you are writing to, which is exactly what the 3x3 writing process prepares you to do. In my posts Ready, Aim, Fire and Easy as 1, 2, 3 we talked about anticipating your audience and adapting your message to engage them.

Content should be engaging and straight forward, but looking visually appealing is also important, as discussed in my last post. Be sure to structure your press release in a professional way to look just as credible as you sound.

What other techniques can you think of that will help with your credibility when writing a press release?

References:

Fischer, Nathalie-Roze. (2012, Aug. 03). How to write persuasive press releases. Toronto Star. Retrived from http://www.thestar.com/business/small_business/marketing_sales/2012/08/03/how_to_write_persuasive_press_releases.html

Business Writing Institute. (n.d.). Business Writing Training: The ABC’s of Business Writing with Confidence. Retrived from http://www.businesswritingcourse.com/business_writing_training_The-ABCs-of-Business-Writing-with-Confidence.html