Journalists are well aware of the Man Bites Dog phenomenon in public relations and journalistic writing. No one reports that all things are flowing smoothly and going as planned; all news is news because it is unusual and interesting. Just be careful — this technique tends to put journalists on their guard. It’s fine to report the news in an arresting manner, but be aware that the more inflammatory the copy, the more care your company will need to take in order to keep the reader at ease with the information. Using too much bait-and-switch verbiage will easily become confusing and repulse interest in your news.
Here are a few tips to eliminate confusing text and help keep the focus of a press release on the news announcement: (more…)