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PRW Newsletter, January 3, 2006 -
Keeping the Controversy in your Press Release
In this Issue:
- Featured Article -
Keeping the Controversy in your Press Release
- PRW Introduces Brand New
Book To Assist Self-Published Authors
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Keeping the Controversy in your Press Release
Stolid or salacious? That is the question. If you stick
to your guns and just report the facts, the boredom factor
could backfire on you; if you get the bellows out and
breathe a little life into the news, it might get too hot
to touch—then you’re left with nothing but ashes and hot
air. To make the situation even more difficult, some
topics are inherently controversial and not considered
politically correct. It makes a person wonder how anything
gets reported!
If you find yourself in the position of writing about a
hot topic that may be downright scandalous, it’s always
best to err on the side of caution. Controversial topics
include but are not limited to: religion, racism,
lawsuits, divorces, bankruptcy, acquisitions and mergers,
medical procedures such as cloning or euthanasia, and
politics. This list could go on for days, since even
topics like morning traffic can quickly become mired in
controversy. Road rage, anyone?
When in doubt, follow the 10 guidelines below.
- Stick to third person perspective throughout the
piece.
- Emphasize the facts, even if they are few and far
between. Repeat the facts, if necessary.
- Stay away from “charged” language. Adjectives,
adverbs and verbs (e.g., “irresponsible,” “hateful,”
“egregious” and “decimated”) should be avoided at all
cost. This type of language can turn the most factual of
news releases into a slanted editorial piece.
- Do not include profane language, racial slurs, or
uncomplimentary epithets—even if they’re intended to
appear in a quote. If necessary, end the quote
prematurely and summarize the gist of what was said in
neutral language.
- If dealing with any kind of lawsuit, always be sure
to have the case number on hand. In other words, make
sure the suit has been filed!
- Include facts pertinent to all parties involved. The
most common error with this tactic occurs when the
writer states a claim with the sole intent to provide a
rebuttal that will further a (biased) premise.
Unfortunately, most editors will tire of the “he said,
she said” approach and move on to some real news.
- Include a factual quote from a respectable source
outside of the situation to lend further credibility to
the news piece.
- Always obtain permission from all parties quoted in
the release.
- Have responsible parties read through the press
release carefully to make sure that they approve the
release before it is distributed.
- When in doubt, have a disinterested third party read
through the release to give you feedback.
Keep in mind that some subject matters are virtually
impossible to address in a press release intended for mass
distribution. Graphic updates in the pornography industry
generally are not published by mainstream editors and
journalists. Extreme religious claims from individuals,
regardless of their merit, are often overlooked by harried
media professionals. It is the press release writer’s job
to assess the potential of any topic and make the news as
factual—and interesting—as possible.
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PRW Introduces Brand New Book To Assist Self-Published
Authors
 Due
to the overwhelming demand of self-published writers
seeking answers to their unique publicity concerns,
Press-Release-Writing.com (PRW) is now offering the
downloadable booklet, "Powerful Press Releases for the
Self-Published Writer." This how-to guide will succinctly
take the writer step-by-step through the often confusing
world of book publishing, distribution, and promotion.
With a sample press release, writer's resources, industry
standards and terminology, and press release writing and
formatting advice, this downloadable booklet is a
must-have for every self-published writer. In addition to
the press release promotion information, the guide also
explores other simple, low-cost options for marketing your
self-published book.
A properly-written and properly-distributed press release
campaign will give your self-published book the
third-party credibility needed for bigger sales without
breaking the bank. To order click here:
http://www.press-release-writing.com/prw-books-special-reports/
Click
here if you missed the past issues of the PRW Newsletter.
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