Re: Editorial/Press Release - What are some points to consider while writing?

[Al Geist <al -dot- geist -at- geistassociates -dot- com>]

Hi Jennifer,

Always remember....people relate to people and customers don't buy 
specifications, they buy solutions.

Having worked as a magazine publisher, business reporter, newspaper 
editor, technical writer and marketing manager, I don't think I've ever 
consciously used the "inverted pyramid" when writing a news report, 
feature article or press release.  The reality is you have to write an 
opener that will convince the reader to go to the next paragraph and so 
on.  Sometimes, that may mean not putting all the boring facts up 
front.  However, with that said you do need to know your audience.  A 
clincher opening that  tingles a software developer might make a 
hardware engineer gag.  Adding to what Beth said, make your press 
release something more than the dry formula releases churned out by most 
companies.  The releases we did at my last company often started with 
anecdotes from actual end users on some problem they faced.  (My 
favorite was the sound engineer complaining about having to hide the 
microphones on the costumes worn on "Desperate Housewives.")  The rest 
of the release focused how they used our product to solve that problem, 
ensuring that the products benefits were highlighted in the solution.  
Add a picture or two and you have something that will get an editor's 
attention and getting the editor's attention is how you get the press 
release published.

Another thing to keep in the back of your mind is the length of your 
press release.   Keep them short and concise without loosing the 
excitement, and make sure you include the URL to your corporate website 
where all the detailed information can be found.

Above all, think like your consumer.  "If I buy this product, how will 
it help me?  WIll is make my job easier?  Will it save my company money? 
Will it solve my problem?" If you've done your job right, some of those 
readers out there will call your sales staff for more information, and 
maybe even buy the product.

Just don't write it like a TW and you'll be fine.

--

Al Geist, Geist Associates
Technical Writing, Online Help, Marketing Collateral, Web Design, Award 
Winning Videos, Professional Photography
Office: 802-658-3140

Cell: 505-400-4128
E-mail: al -dot- geist -at- geistassociates -dot- com <mailto:al -dot- geist -at- geistassociates -dot- com>
URL: www.geistassociates.com <http://www.geistassociates.com> (online 
portfolio/resume)

See also:
URL: www.geistimages.com <http://www.geistimages.com> (fine art prints 
for home or office and note cards for all occasions)

"When the situation is absolutely hopeless, you have nothing to worry 
about."
                        Compliments of The Monkey Wrench Gang



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