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Hold adjectives and jargon
Be lively and colorful in your writing. But avoid hype. Adjectives in a release doom you to trash box. “Unique,” “Exceptional,” “Remarkable,” “Cutting-edge”…. All they say to a reporter is, “toss me.” Better: let facts – your story – speak for themselves.
If there's anything reporters hate more than hype, it's jargon. Reporters have even created web sites to vent their frustration about this. Avoid hackneyed words and phrases like "solution" or "best-in-breed." Use plain English. Like Lincoln did.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.