When you email a press release to a publication, a journalist will look at the subject heading first.
If they don’t delete it, they’ll open the email and look at the headline and maybe read the first sentence or two.
If they haven’t deleted the email and they read on, you’ve caught their interest.
This shows that every word has to count.
Cut any padding
If there’s any waffle or padding, you’ll lose that interest.
When you’ve written your press release, check that every sentence makes a point.
Cut any that don’t make a specific point and trim any irrelevant words.
Keep your message clear
When you make every word count, your message will shine through.