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Words, Words, Words

The words you choose when writing your press releases and pitching your stories can make or break your efforts.

Be aware of “dangerous” words that may result in a loss of your credibility, both with reporters and with your boss. These are words that trap you with little or no way out.

These words include: never, always, and definitely. Words like these can get you in trouble because reporters are writers who often take things literally. You may pitch a story or write a release that says “Our organization never partners with other businesses for trade shows.” Most reporters spend their days digging for information, scanning the Internet and asking a lot of questions to a lot of different people. They may read your press release and recall that in 1978 your company partnered with...And you said “never”.

Instead of using words like never, always or definitely, start to think in more vague terms. Even though you need to truly understand your story and specifics if you’re to successfully pitch it, there can be some serious pitfalls if you back yourself, linguistically, into a corner.

Enter “wiggle words.” These are softer words (attorneys and politicians are often great at using these words). Here are some examples: “tend to”, “usually”, “typically”, “often”, “may” and “prefer to.” Using these words and phrases gives you “wiggle room” in case there’s an error or something from 100 years ago that you and your bosses may not be aware of. The bottom line is “Never say never.”

Bonus Tips:

The media loves press releases and pitches that lead with “new”, “pilot program” and “launched.” There is no such thing as 1st annual.

Need a guest speaker or Keynote address? We provide customized presentations on topics including: • How to Leverage the Media • Proactive Public Relations • The Power of PR: Keys to Public Relations Success • Communicating with Confidence


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“Life’s A Pitch” will include media and public relations tips, story and press release ideas, and information on upcoming events. It will preview my brand-new offerings such as regular tele-seminars that are open to the public and upcoming presentations.