This page contains a Flash digital edition of a book.
BUSINESS:Writing in plain English - a


Press Release case study by Kieran Sullivan of http://pureprose.wordpress.com/ If you want to tell lots of people about the greatness of your products, then a well written press release is your best option. As someone who worked previously in print media, I can honestly say that a poorly written communiqué will most likely end up in the recycle bin. Lazy journo-reporter types like stuff we can simply copy-and-paste. We aren’t so keen on stuff that requires lots of editing and re-writing.


make your statement bounce off the page. If what you’ve got is genuinely newsworthy, then you’re on square one of the well-written press release ladder.


A drawing should have no unnecessary lines Before sitting down to create your masterpiece bulletin, however, you should remember what it is that press outlets report on; namely, news and current affairs. So, first question, “is what you’re announcing worthy of note?” If not, then no amount of poetic portrayal will


50 | ukhandmade | Autumn 2010


Armed with a creditable story, the next step is to plan how to get your message across in 300 words or less – this is roughly what you can fit onto a single A4 page when headings (a must for signposting readers) and images (an absolute must for catching readers’ attention) are removed. Try not to view this self- enforced conciseness as a burden. When you shorten a sentence, it also becomes stronger and more to the point; vigour and brevity usually go hand-in-hand. To put it another way: you just need to omit useless words.


So, how to make sentences more


snappy while not drifting into the “Me sell, you buy” category? The first thing to remember is that not all your sentences need to be short, just some of them. A healthy mix of long and short sentences will make your message livelier and help keep the reader’s attention. In deciding whether to alter a sentence, keep in mind the question, “Will the amended text be clearer than what is already there?”


Spelling and grammar Assuming you’re typing up your press release in front of a computer screen rather than a typewriter, the next thing to do is locate a good on- line spelling and grammar resource. By good here, I mean good-for-you: a website that not only has all the useful information you require but also allows you to easily navigate


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125
Produced with Yudu - www.yudu.com