Cut these two elements from your press releases

Take a look at your most recent press release. Chances are there’s some unnecessary hype and pointless detail in there. Cut it out before a reporter sends your future press releases to the trash.

Ragan Insider Premium Content
Ragan Insider Content

To get to that point, look at your most recent press releases. Undoubtedly there’s some extra weight you can trim off to increase your chances of getting published. Remember, journalists and editors work with limited space, and readers don’t want to read an epic novel about your product release or new CEO.

Here are two things you may have included in your last press release that you should cut immediately:

Unnecessary hype

Example: “Our groundbreaking, award-winning, mind-blowing new Hydrolux 5000 will literally melt your brain with how quickly it cleans your gutters!”

The main objective of a press release is to inform. Sure, businesses use it to announce events that are exciting to them, but a press release’s primary job is to spread information to the masses in a straightforward fashion.

Adding unnecessary adjectives and hype is against the point. First, no one’s brain has ever literally melted while watching gutters get cleaned. That’s too much hyperbole for a press release. Second, is cleaning gutters really “groundbreaking” or “mind blowing?” Probably not.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.