by Ann Wylie
abstracts prepared by Hugh Fisher

Ann Wylie, president of a public relations firm, talks about how to write an effective press release while avoiding the bland, “boilerplate” releases that journalists usually overlook.

Instead of a conventional, boring press release, Wylie suggests using more descriptive wording. Just like a newspaper reporter, the first few sentences you write should hook a reader and make them want to know more about the subject at hand. It’s also important to focus on the benefits of the development, product, or service you’re advertising; tell why it’s important and interesting to the people who’ll be reading that newspaper or magazine. She also describes creative ways to make sure that all parts of the release are interesting and readable, as opposed to boring, formulaic prose.

“Instead of conforming to the conventional approach - which is dated, formulaic and, let’s face it, dull - choose a better model to follow,” Wylie writes. She suggests studying press releases which have won awards in order to better understand the techniques that get more results and stand out among the thousands of other releases sent each week.

http://aboutpublicrelations.net/ucwylie.htm