The Power of Plain Talk

You may think you need to come up with fancy words for your press releases. Not true. The simplest words often make the best statement... as long as you have something significant to say.

Every writer goes through a "find the loftiest words" stage in composing a press release. The writer might imitate the style of a scholarly research paper or worse yet, a technical manual, thinking this will impress.

Here's a quick example: "The initiation of computer hibernation necessitates termination of manual machination."

In clear language, this means, "When your batteries lose power, turn off your computer."

Remember that the plainer the talk, the purer the truth. And the loftier the talk, the lamer the truth. In other words, press releases with little substance are often weighted down with fancy language. Yet if we recall some of the most memorable lines from great writers that play over and over in our minds, most are simple words that impact us with power.

For example, in Robert Frost's poem "Stopping by Woods on a Snowy Evening" the effortless words echo in the air: "Whose woods these are? / I think I know. / His house is in the village though. / He will not see me stopping here / To watch his woods fill up with snow." These humble words invoke a clear picture.

Another example can be found in Margaret Mitchell's epic tale of the south, "Gone with the Wind." Who can ever forget the line spoken by Scarlett O'Hara, "As God is my witness, I'll never go hungry again," or her final proclamation, "I'll think about it tomorrow." Do we doubt her determination or her despair? How about Rhett Butler's unforgettable line at the book's end, "Frankly, My Dear, I don't give a damn." Those familiar words express his feelings simply with strong feeling. Or examine the impact a contemporary movie had on us all: "Mama says life is like a box of chocolates. You never know what you'll get." Who can ever hear those uncomplicated yet expressive words without thinking of Forrest Gump?

As you work to polish your press release writing technique, try not to let the language overwhelm the meaning you wish to impart. Follow the technique of other great writers from Shakespeare to Hemingway, from Mark Twain to Stephen King and turn your words over easy. Let the fundamentals speak for themselves.