Don't use your tone of voice for press releases
Imagine how many press releases cross a journalist's desk in a day. It's a LOT, so you've only got a couple of seconds to grab their attention before they bin your press release.
At a fundamental level, journalists aren't interested in you: they're interested in their readers, and stories those readers will want to read. So while they might want your story, they don't care about your brand tone of voice. They don't want chi-chi writing, or punny headlines... or if they do, they can do all that themselves.
What they do want is the facts. What's your story about, and why should they be interested?
And that's why you've got to convey that information quickly, succinctly and clearly. Don't bother trying to be clever: it will probably backfire! If the headline doesn't make sense instantly, it'll be in the bin a second later.
So if you're looking for someone who can write you a good press release... |