10 things to avoid to make your PR writing #bombAF

1. Long convoluted sentences about nothing

Assignments with extensive word counts have taught us to add in extra words wherever possible, but people today, let’s be honest, don’t have time to read all that. To keep readers’ attentions and up the chances of getting your news release published, keep sentences to a 17-word maximum.

2. Confusion (avoid Jargon)

When a doctor is stating the reason for coughing two weeks straight, it is typically challenging to understand what he or she is really saying. One does not know whether one has two more weeks to live or one simply needs antibiotics. Doctors like to use fancy words that laypeople people may not know. Maybe it makes them feel smarter, but in turn, it makes patients feel dumb.

Just like that, one should not use words that people outside of one’s specific field might not understand. Instead, one should just explain ahead of time the meaning of certain words so the audience can follow along. When both parties are in sync, the message is relayed better because there is a connection of understanding. This helps avoid confusion and allows communication to run smoothly.

3. Numbers (avoid numbers)

Not sure when numbers should be written out numerically or in word form? Let's make this simple with an AP style rule. When using numbers one through nine, write them out in word form. Any number higher than nine should be written numerically. Also, make sure that if you are starting a sentence with a number, it is written out in word form to increase understanding of the sentence.

Example: There were nine fuzzy cats.

There were 1,000,000,000 fuzzy cats.

Wondering if your PR writing follows AP style? https://www.matternow.com/news-views/matter-chatter/pr-best-practices-lessons-learned/ap-style-matters/

4. Describing things as “Totally awesome”

It’s not necessary to express something multiple times in the same sentence. Stop using: Past history, true fact, unexpected surprise, end result, major breakthrough, serious crisis, extra bonus and positive improvement.

5. Stereotyping

Avoid using overly-descriptive words for someone. Don’t say, “Because Amy is a United States Citizen, she is qualified for the job,” or, “John Smith, who is white, was promoted to CEO.” Also, avoid using generic descriptive words that can be seen as judgmental or offensive.

• Words to Avoid

• Petite

• Fragile

• Feminine

• Stunning

• Gorgeous

• Blonde

• Blue-eyed

• Muscular

• Race

6. Overhype

Beware of something being "the next best thing in all of eternity" or "the greatest mobile device in the history of time itself." Nobody wants some prophecy about something living up to its potential to be the source of marketing for any product, so avoid sounding like Kanye West is writing your releases.

7. Bullshit sources

When trying to convince a reader of your point, credible sources are an important factor that can quickly take an opinion to a fact. However, few things can turn a potential believer away faster than finding out a statistic was exaggerated or a quote was fabricated. Honesty is the best policy, especially when virtually everything is a Google search away.

8. Proofred you’re grammer

Typos happen. No matter how careful you are, no matter how many times you run spell check, one of those suckers will slip through. Do yourself a favor and proofread, it’ll save you the embarrassment!

9. Being politically incorrect

Avoid using stereotypes, incorrect grammar and language to describe a person, place or thing. For example, don’t use the words “handicapped” or “crippled” as these words can be viewed as insensitive. Also be very careful when describing ethnic groups. For exaple, use the word “Asian-American” instead of “Oriental”.

10. Overuse of graphics

#PRNinjas #PR #10Things #Basics