Joan Stewart

Press Release Tip 29 No “mystery meat” headlines Welcome to Module 5 where you’ll learn to write compelling headlines. When I interviewed publicity expert Marcia Yudkin, she cautioned against using what she calls the “mystery meat” headline. It offers no clue as to what the release is about. It’s vague. And in an attempt to… Read More

Press Release Tip 30 Include sub-heads If you don’t use sub-heads, you’re missing opportunities to help your readers. There are two types of subheads. The first is a headline just under the main headline. It tells more about the story. The second type of sub-head appears within the body copy every several paragraphs or so.… Read More

Press Release Tip 31 Use the problem/solution angle Focusing on a problem and a solution in your press release headline is usually a lot more effective than focusing on how great your product, service, cause or issue is. Why? Because people, including those who search online, want solutions to their problems. If the headline can… Read More

Press Release Tip 32 Don’t use jargon, buzzwords, acronyms, abbreviations Try to guess what the following acronyms stand for: DMP and PICA GNI AA (Hint: It has nothing to do with alcohol) OSS Unless you work at the companies that issued these press releases, or you work in the industries they’re in, you probably wouldn’t… Read More

Press Release Tip 33 Use keywords in your headline If you’re writing press releases and publishing them online so people can find them, but you aren’t including in the headline the keywords that people use when they search for the kind of information that’s in your press release, you’re wasting your time. I’m devoting all… Read More

Press Release Tip 34 Use simple statistics If your press release involves statistics, like the results of a survey, keep them simple in the headline and throughout the release. The headline on the press release below, written by the U.S. Census Bureau, could have said “almost 20 percent speak a foreign language at home.” But… Read More

Press Release Tip 35 In the headline, answer three questions Publicity expert Marcia Yudkin says that when journalists and consumers read your press release, they are looking for answers to three questions: 1. What is this? 2. Who is this for? 3. Where is the news significance? In other words, how does this affect me… Read More

Press Release Tip 36 Include a calendar listing within a release Today you’re starting Module 6 on how to keep your information organized. If you’re sending a press release to a newspaper, magazine or a website where you also want a calendar listing, the press release below shows one way to do it. It was… Read More