Can you get your story across in 200 words?
In the time it takes you to wash your hands, buckle your seat belt or start the dishwasher, your favorite journalist can finish reading your news release.
That’s right: Nearly 70% of journalists spend less than a minute reading a news release, according to a 2014 study by Greentarget. The rest spend one to five minutes.
So if your release is longer than 200 words, seven out of 10 journalists won’t finish it.
Why so short?
No wonder reporters don’t linger over your release:
- 45% of journalists surveyed get 50 or more releases per week.
- 21% get at least 100 per week.
- 40% get 10 to 50.
Make media relations pieces easier to read & understand
Regardless of what you’re writing, Cutting Through the Clutter is the No. 1 way to keep readers reading.
But the stakes are even higher when it comes to PR pieces. That’s because, say, if your lead is too long, Google News might reject it. If it’s too short, Google News will reject it.
Fortunately, academics have tested and quantified what makes copy easy to read. Unfortunately, that research virtually never makes it out of the ivory tower and into the hands of PR writers who could actually apply it.
But at NOT Your Father’s News Release — our two-day PR-writing master class on March 19-20, 2018 in Santa Fe — you’ll leave this session with “the numbers” you need to measurably improve your PR message’s readability.
Specifically, you’ll learn how to:
- Pass the Goldilocks test: Write a headline that’s not too long, not too short, but just right. (Google News ignores one in five releases because the headline is too long!)
- Write a one-minute release: Journalists rarely spend longer reviewing releases, according to a Greentarget survey.
- Stop using the most overused PR buzzwords: Journalists and bloggers — not to mention readers — will love you for it.
- Write by number: What’s the right length for your release? Your paragraphs? Your quotes? Your sentences? Your words?
- Use a cool tool to quantifiably improve your copy’s readability. PR pros in our recent Master Classes have improved readability by up to 300% with this resource.
Save $100 when you grab one of our early bird tickets.
Learn to Catch Your Readers and more at these Master Classes
Rather bring Ann in to train your whole team?
Ask about piggybacking on my upcoming engagements in: