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PRW Newsletter, March 28, 2006 - Is Your Press Release Passive?

In this Issue:

  • Featured Article - Is Your Press Release Passive?
  • 72 Hour PRW Works Bundle Special
  • PRW Introduces Brand New Book To Assist Self-Published Authors
  • PRW Discount: Free Clipping Report

Subscribe to the PRW Newsletter and get this newsletter in your email box free. Included are special promotions to save you money on distributing your press release to media outlets. Click here.


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Is Your Press Release Passive?

Active verbs breathe life into an otherwise dead press release. Strong verbs dance on the page and leap off the computer screen. Although there are times when passive verbs are unavoidable, shun them at all costs.

Let’s start at the basics. A sentence is essentially a subject - something performing the action, followed by a verb - which is the action, and usually there is an object - something that receives the action. For example, “She twirls batons.” She is the subject, twirls is the verb, and batons is the object.

Sentences written in passive voice lack the basic subject-verb-object pattern, rendering the sentences a jumbled mess of boring confusion. Take the example sentence, “She twirls batons.” Now let’s muddle up the sentence by making it passive, “The baton was twirled by her,” or even worse, “The baton was twirled.”

Yuk! We don’t even know who did the alleged twirling in the last example. The subject is conspicuously missing. And as for the other one, it’s probably best described as clunky. Of course, we all know that press releases can’t live on simple sentences alone, but for the purposes of this lesson, let’s just stick to the basics.

Passive voice is the opposite of active voice, which uses action verbs. Passive voice uses “be” verbs such as am, is, was, were, be, being, and been. On the other hand, action verbs spin, skip, and plunge do something other than just exist on the page. Active voice basically means that the subject is first and does the action. “He sang a song,” not, “The song was sung by him.”

Passive voice is wordy. Why? Well, it takes two or three words to say what one action verb can communicate in a single bound. For instance, compare these two sentences:
“The tall building has been leapt by the man,” versus “The man leapt over the tall building.”

How can you go about eliminating the dreaded passive voice from your press releases? Start by going through your draft and highlighting all the “be” verbs. After rooting out the sneaky little critters, dig in and find a way to eliminate at least half of them. Make the conversion from passive voice to active voice by finding the subject of the sentence and putting it first. Don’t be afraid to mix it up a bit. Combine sentences, rewrite dull sentences, execute those that are only dragging your press release down into the muck.

Don’t become a passive voice maniac by eliminating all the “be” verbs. They do serve a valuable purpose and are definitely necessary. However, we all lean on “be” verbs like a worn out crutch. Remember, there’s a world of full of sparkling actions verbs that will shoot off the page. Take the time to find them.

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72 Hour & PRW Works Bundle Special

The PRW Works - Downloadable Bundle

PRW proudly offers five brand new resources targeted to anyone who writes and distributes press releases.

  • How to Write Powerful Press Releases is a book dedicated to writing effective press releases.
  • What To Do After Your Press Release is Distributed is a special 3 page report designed to answer questions on how to deal with media attention once your press release is distributed.
  • The Collected PRW Newsletters: Articles from 1999-2004 offers the very best newsletter articles from the past 5 years, all designed to help press release writers attain the maximum response from their press releases.
  • Powerful Press Releases for the Self-Published Writer guides self-published writer step-by-step through the often confusing world of book publishing, distribution, and promotion in a succinct 16-page booklet.
  • Press Releases For Every Occasion is a collection of 20 sample press releases covering many different subjects. Perfect for the starting blocks of your next press release.

The PRW Works - Downloadable Bundle is currently available in downloadable PDF format.

To order click here: http://www.press-release-writing.com/comfiles/pages/11.shtml

Order within the next 72 hours to take advantage of our 50% off special. Special Price is $69.00.


 

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/comfiles/pages/7.shtml

 


Free Clipping Report
 

For a limited time only, when you order distribution to 1 or more of our basic industry specific channels, PRW will include a FREE clipping report to your order, a $99 value. (NOTE: Clipping reports are only a sample representation of some online media outlets which posted your press release. Tracking of offline media such as newspapers, magazines, trade pubs, radio and television are not included.)

Click here and enter the following promotional code: PRWNLCF. Offer ends 3/31/06.

Call toll-free: 877.362.7924 Or follow this link: http://www.press-release-writing.com/order.htm


 

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