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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.

1. Stick to third person perspective throughout the piece.
    
2. Emphasize the facts, even if they are few and far between. Repeat the facts, if necessary.
    
3. 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.
    
4. 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.
    
5. 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!
    
6. 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.
    
7. Include a factual quote from a respectable source outside of the situation to lend further credibility to the news piece.
    
8. Always obtain permission from all parties quoted in the release.
    
9. Have responsible parties read through the press release carefully to make sure that they approve the release before it is distributed.
    
10. 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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