News releases are tricky. We are taught to “fluff” our essays with B.S to fill up space and please our professors with a heavy load of words. I will never know why teachers enjoyed doing that to not only us but to themselves as well. I am pleased that I’m involved in PR so I don’t have to read material and then vomit everything back out on Word.
Wilcox writes, “The best releases are the briefest. Too much initial data can be a turn-off. If more is wanted, it will be requested.” I believe that this is one of the most important points that I read in chapter 5 of Writing for Mass Media.
How often do you skim the newspaper or online articles and only read the headline and maybe the first paragraph? Ron Consolino, columnist for the Houston Chronicle said, “Aside from the news item itself, the most important parts of a news release are the headline and the first paragraph.” Well of course! People just don’t have time to read full stories anymore! (They do, but they wont admit it because everyone thinks their life is busier and way more difficult to handle than everyone else’s). On that note, less is more when it comes to news releases!