June 25, 2017

Keep your pitch short

How long is too long?

J.W. Elphinstone’s “Business Watercooler” feature for the Associated Press is just 200 words long. Why, then, do PR pros send her pitches that are longer than that — even PowerPoint presentations with 30 slides?

Keep your pitch short

Keep your pitch to the point Don’t include all known knowledge. Image by Flood G.

Call it “AKK,” The New York Times’ acronym for “all known knowledge.” Your job isn’t to forward everything there is to know about your topic; your job is to find a tight story angle on the topic and to pitch it efficiently to the media.

So keep your pitches short. How short?

Read full article >

Related stories

“Get it right the first time. You may not get a second chance.”
— Susan Getgood, Marketing Roadmaps blogger

Cut Through the Clutter in PR

Increase coverage, sharing and more with tight, bright releases

Regardless of what you’re writing, Cutting Through the Clutter can help you keep readers from running screaming from your message.

Cut to the chase

Cut to the chase Learn how long is too long? What’s the right length for your PR piece? Your paragraphs? Your sentences? Your words? Image by Delete

But when it comes to PR pieces, the stakes are even higher.

If your release is too long, for instance, Google News may reject it. If your lead is too long, journalists may stop reading. If you pack your release with too much hyperbole, you’ll reduce coverage, dilute SEO efforts and kill your chances at going viral.

At NOT Your Father’s News Release — our two-day PR-writing master class on May 18-19 in Chicago, and on Nov. 16-17 in Kansas City — you’ll how to write tight, bright PR pieces that increase readership, coverage, sharing and more.

Specifically, you’ll learn how to:

  • Target the right length to reach the 70% of journalists who spend less than one minute reading releases. (The median release on PRNewswire is three times this recommended length.)
  • Avoid a common PR practice that journalists say “gets in the way” of their doing their jobs, according to one survey.
  • Remove from your lead one but-that’s-the-way-we’ve-always-done-it element that’s obscuring the meaning of your story.
  • Stop relying on the most overused PR buzzwords: Journalists and bloggers — not to mention readers — will love you for it.
  • Write a lead that excites journalists before their internal alarm clock goes off and they move on to the next release.

This is the only writing workshop we have planned in Chicago and Kansas City in 2017. Don’t miss out on your chance to master PR-writing in Chicago and Kansas City! Register now.

“Since I attended Ann’s PR writing class and started implementing her tips, every press release I’ve written has been picked up by the media. That’s what I call ROI!”
— Stephanie Sobotik, senior manager, global marketing communications at Freescale Semiconductor

Polish your skills at these Master Classes

Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more

Register for Master the Art of the Storyteller in Los Angeles: Ann Wylie's creative-writing workshop in Los Angeles on Feb. 23-24, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Las Vegas on March 22-23, 2017
Register for Cut Through the Clutter - Ann Wylie's Tight Writing workshop in Washington, D.C. on April 6-7, 2017
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Chicago on May 18-19, 2017
Register for Catch Your Reader: Ann Wylie's persuasive writing workshop in Boston on June 19-20, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Portland on July 27-28, 2017
Register for Cut Through the Clutter - Ann Wylie's tight-writing workshop in San Francisco on Aug, 17-18, 2017
Register for Master the Art of the Storyteller in New York: Ann Wylie's creative-writing workshop in New York on Sept. 25-26, 2017
Register for Catch Your Readers in Dallas: Ann Wylie's persuasive writing workshop in Dallas on Oct. 16-17
Register for Not Your Father's News Release - Ann Wylie's PR-writing workshop in Kansas City on Nov. 16-17, 2017
Register for Get Clicked, Read, Shared & Liked - Ann Wylie's online-writing workshop in Miami on Dec. 11-12, 2017

Rather bring Ann in to train your whole team?

Catch Ann on the road

Save when you book a workshop while I’m in your neighborhood

Ask about piggybacking on my upcoming engagements in:

  • Boston: June 19-20
  • Chicago: May 18-19
  • Dallas: Oct. 16-17
  • Des Moines: Feb. 8
  • Fresno, CA: Jan. 24
  • Kansas City: Nov. 16-17
  • Las Vegas: March 22-23
  • Los Angeles: Feb. 23-24
  • Miami: Dec. 11-12
  • New York: Sept. 25-16
  • Portland: July 27-28
  • San Francisco: Aug. 17-18
  • Washington, D.C.: April 6-7

Keep up with my calendar.