By Rebecca Bennett, Editor, Business Wire Seattle
While there’s plenty a PR pro can do to draw attention to press releases – solid SEO terms, attractive multimedia, for example – simple language should not be underestimated.
Straightforward language in the body of a release can be a big asset in establishing credibility and gaining traction. Those writing press releases should avoid buzzwords and industry jargon that work against clear messaging, opting for brevity and conciseness.
In 2010, PR strategist Adam Sherk compiled a list of the most common buzzwords in press releases to demonstrate how a company’s perceived innovation may serve as a buzzkiller when it provokes eyerolls from editors and journalists who read dozens of press releases daily.
Writers of press releases are wise to consider George Orwell’s Five Rules of Good Writing (actually six rules) included in his famous 1946 essay, Politics and the English Language.
Here they are:
- Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
- Never use a long word where a short one will do.
- If it is possible to cut a word out, always cut it out.
- Never use the passive where you can use the active.
- Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
- Break any of these rules sooner than say anything outright barbarous.
Rules two and five are especially relevant to press release writers. Keeping it brief can help your budget, since press release distribution costs are based on word count. Avoiding jargon and obtuse language clearly communicates your message.
Also, don’t hesitate to contact your local newsroom and/or account executive for feedback.With 31 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. In Editor’s Corner, we ask some of our best to chime in on how to get the most out of your press release, based on their years of experience in the industry.