I am guilty of writing monotonous and uninspiring press releases.
We all are.
Press releases have kind of fallen to the wayside as more and more editors prefer short, to-the-point pitches. However, press releases still hold an important place in public relations. Unfortunately, publicists fall into bad habits with overused words, dry quotes, and repetitive sentences, making the process frustrating for the writer, the reader, and most importantly, the client.
The struggle with being tasked to write what seems like an infinite number of press releases is that we eventually run out of words, or so we think. How many times have we used “innovative”, “premium”, and “high-quality” in press releases for completely different clients with completely different concepts? Too much to make an editor think that reading your press release is worth their time.
And while we may have the Thesaurus bookmarked on our Google Chrome, the best solution to this problem is picking up a book.
It shouldn’t come as a shocker to anyone that reading helps improve your vocabulary and sparks your creativity.
Finding excuses to not have time to read is not only pitiful, but detrimental to your career in public relations.
It’s not high school anymore, and you don’t have to read The Iliad.
Even if it’s a trashy reality star’s biography, it will still help. And you can take my word for it because I love trashy reality star biographies.
Beyond enhancing your vocabulary, reading will also help you see from multiple perspectives, allowing you to expand upon subjects and details that will make your press releases more eye-catching and specialized.
So pick up a damn book!
– Claire Grady