Master Class #33: Make it Readable

Unfortunately, many press releases that pass our way are poorly written and end up ignored.  When some well-meaning scribe asks us: "Hey Jaffe, what did you think of my press release?," here's our usual response:

1. I'm Asleep Already. The headline is the first thing journalists will see, so make sure it's attention-grabbing and informative. It should accurately summarize the main point of your press release and make journalists want to learn more.
2. Why Did You Bury Your Lede? The first paragraph of your press release should summarize the most important information, such as what your company or organization is announcing, why it's important, and who it affects.
3. Why is This a Rambling Mess?  Avoid using jargon and technical language. Write in plain English that readers can actually understand.
4. Did You Bother to Interview Anyone?  Get some quotes from executives, customers, or other experts. They can add credibility to your press release and make it more interesting to read.
5. Did a Blind Monkey Proofread This?  Make sure your press release is free of errors in grammar and spelling.  And don't ever, ever, use the non-word of "irregardless." Irregardless of what anyone tells you.