The Power of Written (and cryptic) Language

Just three earthly revolutions ago, I acquired a new electronic desktop computational device comprised of premanufactured integrants. Utilizing my fountain of technological proficiency, I investigated the merits and stature of the individual detachable constituents. Drawing upon the consummation of the resultant outcomes, I ascertained that any and all of the contemporary electronic desktop computational device constructors either subsumed zero or a small but non-zero summation of the segments that were requisite. After an exigent pursuit, I pinpointed a bantam assemblage on the internet that was clearly competant to sufficiently appease my design specifications. I instigated an intercommunication that catalogued my preconditions. They adequately fulfilled my expectance.

What on earth is going on here?!!

I wrote the above in an attempt to make a point. Here's the problem . . . Somewhere, within the realms of chaos came an idea that anyone, even mildly educated, must write in obscure, and extremely difficult to understand terms. Are they showing off? Were they raised in a dictionary printing press? Is it effective?

The truth is, people don't carry a pocket dictionary with them (at least most don't). Can it be fun to write this way? Certainly. I had a great time. But what did it do? It destroyed any fleck of understanding you might have had for the article.

Now, slide back into the public relations world. Every business has its jargon. Try reading through a psychology journal sometime. Does jargon make it more interesting? Of course not! In fact, it looks like their trying to encode the message for people from another planet. Let's face it...most people don't care for unclear writing.

So what happens to that news release that's filled with words that were clearly a poor choice in sentences, that you just sent out? It's probably being used as shredded bedding for a reporter's fluffy chinchilla. If they can't understand it, it hits the trash.

When you write a press release, try some of these tips to take the garbage out:

--Use efficient words. Tight writing completes the point without the excess words.

--Read the news release to a few people not directly involved in your occupation. If they can't figure it out, you're writing is in trouble.

--Make sure that any technical jargon that is required is adequately explained.

--Get to the point quickly. Excess words often confuse the reader so much that they either quit, or they forget what they were reading about.

--Provide the contact information right away. If the reporter or editor has trouble understanding, they might take the time to contact you. But, don't bet on that. Get it right the first time.

These are only a few steps to help your releases get read. Need additional help with press releases? Try these:

Special Report #7
How to write the perfect pitch letter that convinces an editor to write about you.

Special Report #12
52 tips for kick-butt press releases (and bonehead mistakes to avoid).

Special Report #26
How to make your story pitch stand out in the email jungle.

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Tags: Effective Writing