Tomorrow I’m speaking at a daylong event designed for PR college students statewide. My fellow panelists and I will each share five tips on how to write in a way that gets your stuff used. Tell me what you think. Am I missing any key points?
- Rein it in. Journalists are pressed for time. Only interested in what they (and their audiences) want to know. And really don’t appreciate the interruption. Focus your writing.
- Write slowly. Reread your work and rewrite as necessary. Remember the old saying, “Measure twice and cut once.” Cut – i.e. submit – factual work ready to publish or air.
- Know the reader. Will this run in a national aviation magazine or in a weekly business tab? No matter how cleverly you craft your prose, it won’t get picked up if the lingo rings untrue.
- Keep it active. Slash passive verbs and keep your tense present whenever possible. Past and future tenses tend to create leaks where energy seeps out. Imagine the wicked witch slowly melting.
- Amuse yourself. Sprinkle in the unexpected. Never under any circumstance include a quote that says, “I am excited to announce blah, blah, blah.” You can do better.
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It’s an old cliche’, but a ‘digital’ picture is still worth a thousand words, when it comes to column inches or soundbites. Sometimes the best editorial utilization is a cutline for a good photograph that illustrates the story. Learn to carry a good point and shoot digital camera, and most importantly, learn how to use it. With a $200 digital camera, I can capture a publication quality still photograph, record a great 2 minute video interview with audio that is broadcast capable and internet ready, and can record an interview for later editorial/print use. Just a thought.