How to mind your (media relations) manners online

Like many of you, the majority of my work in consumer PR is conducted online, so it’s important to pay attention to how we’re communicating in this space.

Punctuation equals tone

Punctuation can go a long way to emphasize your tone. While it’s never good to load your content with exclamation points, using them sparingly will show your genuine enthusiasm. For example:

Dear Client,

Great news. We just confirmed that the (product) is going to be featured as the main story in the print edition of the tech section in USA Today. The editor loved the features and plans on including several high-res images. Furthermore, she is recommending your product over your biggest competitor, X.”

That reads extremely dull and uninterested. This is excellent news for your client – be sure that they can feel your genuine excitement! Try a good balance:

Dear Client,

Great news! We just confirmed that the (product) is going to be featured as the main story in the print edition of the tech section in USA Today. The editor loved the features and plans on including several high-res images. Furthermore, she is recommending your product over your biggest competitor, X!”