Be Harsh With Your PR Word Usage

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April 21st, 2010 by Susie

An adjective can be a dangerous thing in an online press release. You might think that it’s a good addition to your text, but it could be the giveaway that betrays your angle to your press release’s reader.

A good online press release needs to convey sufficient information to convince the reader that they are spending their time reading something of value. The best way to do this is simply to put the information out there, and you can talk to us at Click Consult about press release creation for your search marketing campaign. All too often, however, an online press release has been designed for news that is a little less than newsworthy. That’s when adjectives and other modifiers tend to stampede in.

Consider this seemingly innocent sentence:

“Designed by expert researchers in the field, Super Bam washing powder is a revolutionary step in the technology of high-end cleaning products. The next-step evolution of micro-focused cleaner involves the use of micro-scrubbing beads, developed through innovative research.”

It doesn’t sound too bad, but once you remove the modifiers throughout the paragraph, the meaninglessness of the text becomes all too clear:

“Designed by researchers in the field, Super Bam washing powder is a step up in the technology of cleaning products. The evolution of cleaner involves the use of beads, developed through research.”

Whenever a sentence contains too many modifiers, it’s probably a sign that you have nothing worthwhile to say. If this is the case, it’s time to rethink the information you’re featuring in your online press release.

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