![]() ![]() Kay Cannon, who penned the original, returned to write Pitch Perfect 2. Lastly, try liven things up - be punchy and intriguing, if you can use humor do so - you don’t need to give every detail of your company and CEO from the color of his PJs to the toothpaste he uses.Elizabeth Banks, who conceived of the original film and produced it, is directing the sequel, which is currently in production. The less work they have to do, the higher your chances are of being published over other PRs and even potential competitors. Moreover, if you don’t use every descriptive word in the book and done-to-death clichés, publishers won’t need to edit your PR if they do decide to go with it. Also, back to the publisher who has to read countless PRs mentioned above - if from yours they can get the main points in a quick scan, you’re more likely to make headlines. If you can list benefits in bullet form, do so - they grab a reader’s eye and spare them from perusing reams of text. If you have fantastic stats, throw them in. If you have a fabulous quote from the CEO that doesn’t just again describe the product or company (or whatever it is you’re launching), but makes a significant remark about your industry or the product’s benefits to users, that’s great. Use meaningful information that describes the benefits of what you’re promoting. If you need to give more information, link to an info-rich PDF or longer release on your site. As far as number count goes, never pass 400 words. Tempted again by those adjectives? Well, don’t be. ![]() Say you’ve aced the header and intro and are about to delve into the body of your PR. If your header did grab attention, make sure you don’t lose your audience with intros that read “XX Company is about to launch the most incredibly advanced, state-of-the-art, next generation xyz that will change your life in unbelievable, extraordinary, remarkable ways….” Get the point? Bottom line, if your header didn’t grab attention no-one is going to read more. Research shows that the average page visit lasts little less than a minute. When it comes to PC’s you’re dealing with viewers suffering from information overload with limited attention spans. If your readers are accessing your PR from their handhelds remember that your screen real-estate is limited, so short, punchy sentences are key. There is nothing worse than boring headers - “XYZ Company Will Be Attending an Obscure Sales Conference Somewhere” - I mean who cares? Also, make sure your first sentence or two do the same - get the point across in a hard-hitting way. Make sure your header says exactly what will be in the PR, make it funny if you can, make it stand out. That’s fine, but it won’t grab attention - not of someone working at PR Wire, The New York Times, nor of your target audience. Every PR is vying for attention and each submitter thinks their product, or whatever your news is, is incredible. Think about the head of a news desk - even a virtual one - receiving hundreds of PRs a day and having to make super-fast decisions which to publish and which to toss. You think that the more adjectives you use to describe your said product, the more oomph you’ll add to your PR and the more likely it will be picked up by important media and reposted. You’re convinced that whatever it is you’re about to release to the market is going to be the next best thing since sliced bread, but here are a few tips on what to say in your press release - and what not to! Either by yourself (good luck with that one) or you’re hammering your marcom team to prepare it. You’re about to launch your new product, app, website, business, or whatever and of course on the top of your list of things to do is to write a press release.
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