Why So Serious?

By David Eisele, Intern

Why do I care? This was the title of our most recent ed session on press releases, hosted by our director, Suzanne McGee.

When you’re writing a press release, you need to put yourself in the audience’s shoes. Why do they care or why should they care? At first glance, they probably don’t, so it’s your job to show them. How can you?

Loosen up and stop using the same boring quote. Show your audience that you and your client are real and what they’re announcing is exciting. Don’t revert to the same old quotes “We’re happy to work with…” And you wonder why your release is in the garbage?

Make sure that what you’re trying to convey comes across as interesting and important. Remove the fluff and try a new approach. Maybe you can reach someone that you haven’t been able to before. But you’ll never know ‘til you give it a try.