Aaron Orendorff’s wrote an interesting article about the new book of Joe Pulizzi and Robert Rose Killing Marketing: How Innovative Businesses Are Turning Marketing Cost into Profit. Aaron Orendorff is the founder of iconiContent and a regular contributor at Entrepreneur, Lifehacker, Fast Company, Business Insider and more.
Top 10 Words That Kill Your Press Release Headlines
Every day the online media receive hundreds of press releases. At PRNews.io alone we help to distribute over 2,000 press releases every month. Journalists should obtain information quickly and decide what press releases to publish and which ones are not noteworthy. It’s no wonder that many press releases fall into oblivion.
Even the perfectly-written press release will be left unattended if the headline doesn’t describe what it’s about. Here we discuss words and phrases that can spoil your titles. We strongly advise you to avoid such constructions.
Press releases are written in the publicistic style, which means the text should be informative and only contain important information. You should avoid using superlative words like “absolutely,” “outstanding,” “unique,” “amazing,” and so forth.
2. Vague Information
Avoid words that denote uncertainty or don’t bear any important information. If the press release talks about milestones the company has reached or announces a discount on certain products, include the figures in your headline.
Provide greater sense to your text using fewer words. Eliminate the words you can do without.
4. Evaluative Statements
Fill your press release with facts, not your attitude toward them. Readers wish to learn useful information, not your personal opinions.
5. First-Person Pronouns
Using the first-person narrative is one of the biggest mistakes you can make when writing a press release. Present your story the way someone else would about your company or your event.
6. Cliché Phrases
Replace hackneyed phrases, clichés and other newspapers with more definite sentences. Please note that these can be easily replaced with one word in most cases.
7. Passive Voice and Adverbs
Use verbs in press release headlines, but avoid using passive voice and too many adverbs since it makes the text flat and, well, passive. Too many adverbs also slow the flow of the text down.
8. Time Markers
News is called such because it tells us of something new. Thus, stressing urgency is considered poor tone in most cases. Excessive time markers make the text sound too formal. If you need to label the timeframe, add the exact date instead.
9. Nouns with Prepositions
Use adjectives instead of noun + preposition constructions. Such phrases in most cases sound more natural and are easier to read.
10. Professional Jargon and Terms
It’s better to avoid terms and professionalisms. Substitute them with explanatory constructions.
By avoiding using these words and phrases in your headlines, you increase the chances of the press release being published in the media.