6 Steps to Free Publicity

Chapter 17

10 Pitfalls in Publicity Writing—and How to Avoid Them

Crafting material that impresses the media takes work. Plan to write a news release in two stages: first, a rough draft that captures and develops your idea, and second, a final draft that you’ve ruthlessly and rigorously polished. Once you’re satisfied with content and organization, test your text against this checklist, which also helps you fine-tune any marketing copy, including ads, brochures, flyers, bios, and sales letters. Remember to write news releases and bios in third-person, objective style, in contrast to the “you” that belongs in materials directed to clients and customers. Whatever the occasion, you’ll make the most of a reader’s limited attention span if you root ...