MANCHESTER journalist Judi Goodwin offers up her Seven Deadly Sins of PR as part of a course she is running a little later this year.
Judi started her career in public relations and calculates that in her 30 years as a freelance journalist, she has received more than 20,000 press releases.
She claims the Seven Deadly Sins that turn journalists off and make them press the delete button are:
1.Bad targeting
The introduction of e-mails makes it all to easy to send press releases to inappropriate journalists. It’s a case of crying “wolf”. The reporter will respond more favourably if they know your organisation usually sends material tailored for their publication.
It is better to send half the number of press releases, written specifically for the market and to target them accurately to hit bull’s eye.
2. Poorly written introductions
You have only a few seconds to make your impact. Too many releases start, "Bloggs Limited are delighted to announce the introduction of..."
If you must include the company name in the first para, at least put it at the end. And remember a journalist writing the story will probably move it down to the second or third paragraph anyway – if you’re lucky.
3.Subject lines that miss the point
The subject line of your e-mail will determine whether your release is opened or not. So tell the journalist what the story is about. Don’t try to be too clever with words. That’s their job.
4. Dull quotes
So many quotes are dreary, self- congratulatory or simply repeat what has already been said in the text. Often it’s obvious they have been made up by the PR because they are too timid to “bother” the person they are quoting.
If you are interviewing them – or taking the brief, why not use the opportunity to ask some stimulating questions?
5. Poor pictures
Publications are inundates with excellent photographs. Mediocre shots tarnish your image. Invest in the best photography, otherwise you are wasting the fee.
6. Waffly intros to feature style releases
For example, "Christmas seems to come around faster every year, so why not plan ahead with..." You’ve heard it all before.
Or "One of the best investments made within your home could be a complete bathroom makeover. A place that can be enjoyed every day – and be the envy of your friends. Your bathroom is so personal that it says everything about you..."
Yeah, yeah – just get to the point.
7. Too much jargon
Technical experts sometimes don’t understand that even readers of trade and technical magazines want to read copy written in an easy to read style. If you want your story used, don’t blind them with science. Keep your language simple.
Judi’s courses Writing for the Press (October 25, 2007) and Writing PR Features and Advertorials (November 27) will be held in the Board Room of Brazen PR, Manchester More information from Judi Goodwin 01625 439000 or [email protected]
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