Get In Front Communications Media Expert College Guest Speaker

Corporate Keynote
Media Relations Specialist
Susan Young
 Professional Speaker,
Author, Media Advisor &
Award-Winning Entrepreneur
Professional Seminar Speaker
College Motivational Speaker
Susan Young is a certified practitioner in Neurolinguistic Programming (NLP)
Entrepreneur Award
Life's A Pitch e-Zine

7 Press Release GOOFS!

(Cont'd)

2.
 ...the reporter has requested them. Most will get bounced back by filters and never reach the intended party. Large files can also wreak havoc on mailbox overloads and servers.
3.
  Don’t “announce” anything in the lead. Reporters despise the word announce in the first line or two of a release. The main reason for a press release is to announce news. Saying you’re announcing it is ludicrous! Just say it!
4.
   Don’t e-mail pictures that are visually unappealing or don’t show anything. Send out high resolution and vivid pictures that complement your press release. Avoid blurry photos and watch for things and people in the background that don’t belong. Also, you must identify the people and their titles in the shot, pictured from left-to-right. If there’s a large group, you won’t have to, but groups of three-six people are typically identified in a caption.
5.
   Don’t say “first annual.” There’s simply no such thing.
6.
   Don’t ask questions. Stay away from posing questions in your lead. We are supposed to be the experts with the answers to people’s pain and problems. If you are writing a release on “5 Ways to Sell Your Home for Top Dollar,” don’t open up with a series of questions like “Do you know the value of your home? Do you think the housing market has plummeted? Are your neighbors waiting months to sell their homes?” People need answers, not more questions.
7.
   Don’t repeat information. If you say in your lead that a 17-year-old girl from Asbury Park, New Jersey has won a $10,000 scholarship, those details should not be mentioned again. This will help to keep your press releases shorter and more concise. Remember, it’s all in the writing. Repetition is for advertising copy, not news.
Susan Young and Get In Front Communications successfully helps businesses, non-profits and professional trade associations to increase their publicity, name recognition and revenues. Call (210) 375-6422, or visit www.getinfrontcommunications.com.
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