Good grammar is like wearing nice clothes for a job interview. Sure, it’s important, and failing to do so can be a deal-breaker, but just showing up in a suit and tie is not going to land you the job.
Similarly, poor grammar can be a turn-off for journalists, but merely demonstrating your ability to use a semicolon properly isn’t going to generate press coverage for your company or clients. While we can all agree on the value of weeding out typos and adhering to stylistic conventions, in today’s crowded media environment, simply avoiding grammatical mistakes isn’t enough to make your PR content stand out.
Clients need to write effectively—not just correctly. To increase the chances of your press release or email pitch getting picked up, tell your story well, in language that is engaging and easy to understand.
Here are seven essential elements of good PR writing that will help make your press materials clearer, more concise and more compelling to journalists and other readers: